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Qualtrics, a popular customer experience management platform, will launch a variety of new AI capabilities in 2024.
Qualtrics uses what it calls “the world’s largest database of human emotions” and has pledged to invest $500 million in artificial intelligence to translate advances in generative AI into new capabilities that improve customer and employee experiences.
Brad Anderson, president of product, user experience and engineering at Qualtrics, told a conference in Sydney in July 2024 that he expects artificial intelligence to revolutionize the value its software provides to customers. Anderson said the software will do this through a range of new AI features that accelerate the acquisition of insights from an organization’s customer data.
Qualtrics to release generative AI-based features in 2024
Qualtrics is Released several new AI capabilities across its product suite In 2024.
New AI capabilities include:
Qualtrics helps: The Qualtrics Assist feature is Qualtrics’ own version of “Copilot,” allowing organizations to query specialized AI models trained on customer data using natural language questions. It is powered by Qualtrics’ customer and employee datasets. The Qualtrics Assist feature will be embedded across all Qualtrics product suites.
look: 5 AI trends to watch in 2024
Dialogue feedback: The conversational feedback feature adds a new dimension to customer surveys by analyzing survey responses in real time and asking customers more questions. This will help organizations get more specific customer feedback.
Smart Summary: Qualtrics provides customers with the ability to transform large amounts of customer data or employee feedback into a concise, simple overview for teams or managers to analyze the data, provide insights, and offer recommendations.
Automated Workflow: Users can further automate customer service workflows by automatically triggering GPT-powered actions within the systems their teams are already using.
Changes to Qualtrics product packaging and pricing in 2024
In March 2024, Qualtrics announced that it would rationalize the packaging and pricing of its legacy products. The company went public in 2024 with just three suites—Customer Experience, Employer Experience, and Strategy and Research—each containing three products.
Customer Experience
Qualtrics’ Customer Experience Suite is designed to help clients deliver better experiences across physical and digital customer touchpoints, including contact centers, websites and mobile apps, and in-store. Capabilities include online reputation management and omnichannel customer experience analytics.
Employee Experience
The Employee Experience Suite is designed to help improve employee engagement, manager effectiveness, and HR decision making. Capabilities include employee engagement surveys, employee lifecycle improvement tools, and people analytics, including attrition drivers and predictions.
Strategy and Research
The Strategy and Research Suite allows clients to conduct qualitative and quantitative research to support product design, market share growth, and brand health. Features include research and analytical tools, product usability and concept testing, and brand health tracking.
Consumption-based pricing
Customers who purchase one of Qualtrics’ product suites will have unlimited user access to all products and features in that suite — after moving to consumption-based pricing. This will allow customers to “scale up or down” the platform as needed. The amount a customer pays depends on the number of interactions they have with the platform.
3 Qualtrics AI features most likely to be adopted first
Qualtrics wants customers to focus on adopting new AI capabilities for internal use cases first. That way, they can build confidence in the generative AI outputs before rolling out use cases for external customers, who are perceived as having a higher brand risk.
Enhance surveys and survey data with conversational feedback
Conversational surveys, which use generative AI to extract more specific, useful, and actionable data from customers, are likely to be widely adopted. Anderson said many organizations are already running surveys. But they also want better data to make new features more practical and useful to customers.
“When a customer fills out a survey, they click a ‘Next’ button,” he said. “On average, Qualtrics gets 50,000 clicks a minute, and at peak times, 300,000 clicks a minute. Each of those is an iteration back and forth between us and the AI to understand if an answer should be clarified.”
Empower leadership and employees to access customer experience data
Customers will be able to translate the rich data dashboards they create with Qualtrics data into natural language that anyone in the organization can understand. This helps democratize data beyond the data team and eliminates the need to manually create summaries.
“Our generative AI automatically creates these (manual summaries),” Anderson said. “You can output it as a PDF or Word document, and it has all the recommendations, all the insights, all the excerpts of the voice of the customer. It will be widely adopted because it’s internally oriented and puts AI to work.”
Help managers use employee data to manage their teams
The Manager Assist feature will allow managers to query Qualtrics’ AI to find information, such as how their team is feeling or what their direct reports would like their manager to improve. Managers can ask the AI for suggestions on what areas to prioritize to improve management.
“The CEO, the data analytics team, and the front-line managers can all look at it,” Anderson explains. “The front-line managers are often new managers; they’re trying to figure out what it means to be a good leader and manager. It’s like having a full-time coach by your side.”
How two customers in the region are currently using Qualtrics
Singaporean telco StarHub and Australian travel agency Flight Centre have both announced new use cases for the Qualtrics platform in 2024.
StarHub
StarHub is a Singaporean telecommunications, entertainment and digital services provider. Leveraging Qualtrics The work is part of StarHub’s strategic transformation plan, which aims to achieve $500 million in cost savings and revenue growth by fiscal 2026.
StarHub’s use cases include using real-time, multi-channel insights to better understand customers, improve customer service experience, and make decisions more accurately and efficiently. StarHub said it plans to use Qualtrics to adapt to new consumer behaviors and launch new products.
Australian Flight Centre
Flight Centre is one of the first organisations in Asia Pacific to adopt Qualtrics AI conversation analytics and natural language processing updates to help it analyse and respond to millions of structured and unstructured customer feedback.
Using Qualtrics, Flight Centre can listen to and analyze customer feedback across channels such as email, chat, messaging, social and online reviews, traditional surveys, and more. It can also understand the sentiment, intent, preference, and effort behind customer interactions with the brand.
What is the vision for Qualtrics products in 2024 and beyond?
Qualtrics aims to significantly increase customer value with its AI strategy and new capabilities. Brad Anderson said AI has the potential to “fundamentally change the value generated by experience management” and help bring about changes in the market.
Any new value will be based on data that Qualtrics can use to build generative AI models. The company has 20,000 customers, including 91 of the Fortune 100. Its database includes 10.4 billion conversations, most commonly call center calls, and 7.8 billion surveys.
“We believe we will deliver 10 times the value to organizations over the next few years,” Anderson said.
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