• by Ray Schultz , October 7, 2021

Qualtrics has unveiled a product that it says provides a unified view of customers, including preferences, beliefs and experiences with a brand. 

The new tool, Experience ID, offers a “lens that can focus on each customer and employee, and also zoom out and reveal the big picture,” claims Qualtrics CEO Zig Serafin.

The product captures customer feedback -- including call center transcripts, social media posts, product reviews and survey data, the company says.The offering  is built on the Qualtrics XM Operating System. It uses capabilities from the firm’s $1.15 billion acquisition of Clarabridge, a company that analyzes customer feedback from emails, social media, support calls, chats and product reviews, and its purchase of Usermind, a journey orchestration provider. 

Emails could conceivably be personalized based on values and interests. 

For instance, a rideshare company can collect and consolidate rider feedback shared on a the mobile app, on a call or in social media. If the person cares about “environment,” the firm can alert the rider to a new sustainability feature. If “price” is the issue, it can promote a new pricing option. 

In addition, Experience ID can tag these topics and create customer segments to help the brand determine if they are emerging trends across its customer base, Qualtrics claims. 

Qualtrics says it has four billion Experience IDs in its human sentiment database, the Qualtrics XM Directory.

The fully integrated Experience ID will be available in 2022.

Meanwhile, clients can now access such capabilities profiles, segmentation, digital intercepts for personalization, automated workflows and sentiment detection.