Qualtrics generative AI gives surveys a real-time twist

Today, Qualtrics International Inc. is introducing three recent features to its line of customer experience measurement applications that incorporate generative artificial intelligence capabilities.

They include a feature that makes it possible for anyone in a company to simply ask questions and get feedback on customer opinions, survey customization based on responses and intelligent summaries that provide feedback without compromising the confidentiality of people.

The capabilities are embedded in Qualtrics’ three product suites – XM for Customer Experience, XM for Worker Experience and XM for Strategy + Research. Qualtrics said they’re intended to enable firms to predict customer needs, address worker attrition, customize shopping experiences and robotically act on feedback.

Survey questions on the fly

Probably the most notable recent feature, called conversational feedback, uses AI to investigate survey responses and generate personalized follow-up questions while the survey is in progress. Unlike conditional branching, which generates pre-formulated follow-ups, the feature uses generative AI to create entirely recent questions based on responses received. For instance, if a survey-taker says a automobile must be more comfortable, the generative AI feature can create follow-up questions that probe for specifics.

Qualtrics said experiences reported by early users of the feature indicate that respondents contribute additional details about 40% of the time and that responses are more verbose and descriptive than standard survey answers. It said customers didn’t detect any change in dropout rates or increases in respondent frustration when asked to elaborate on responses.

“Take into consideration this as really the primary major transformation in surveys in a long time,” said Brad Anderson, president of products, UX and engineering at Qualtrics. “We’re using generative AI to know the context and ask the person for more in-depth and actionable data through the survey. It’s not branching logic; it literally is knowing the context of the conversation after which encouraging the survey-taker to go deeper.”

Anderson said Qualtrics built extensive guardrails into conversational feedback to guard against unanticipated problems like hallucinations, intrusive questions and offensive language.

Giant training data source

Qualtrics said it has greater than 20,000 customers globally who collectively log 3.5 billion conversations yearly in greater than 20 languages. Its database includes over 15 billion experience profiles.

“Our AI is capable of understand structured data like survey responses, which general-purpose AI cannot,” Anderson said. “Add into that the years of experience we have now constructing what we call enrichments into the information to present our generative AI solutions far more accurate insights faster and at a lower cost than others.”

One recent feature, Qualtrics Assist, allows people to ask questions on gathered feedback using natural language prompts. The massive language model has been tuned to know the excellence between customers, prospects and employees and to remodel data into easy insights, recommendations and suggested responses. It might probably also robotically trigger programmatic actions and workflows in Qualtrics’ xFlow, an XM-specific workflow engine that integrates with various third-party platforms.

“The simplest strategy to take into consideration Qualtrics Assist is that it’s like our Microsoft Copilot,” Anderson said. “It gives you a chat interface with an agent so that they can ask questions and ask for recommendations.” Specially trained models can be found that understand contexts like hotels or restaurants.

One other recent feature, intelligent summaries, digests feedback into concise overviews that robotically surface and analyze insights and offer recommendations for response. It might probably anonymize responses to preserve confidentiality and generate compilations of video responses in minutes, a process that Anderson said can take days when compiled manually.

Users of Digital Experience Analytics are getting recent heatmap capabilities that help quickly discover and resolve web technical, design and product issues through a visible diagram of customer interactions with an organization’s web sites. Latest funnel analytics discover drop-off points during customer sessions on an internet site and help discover why customers fail to finish their tasks by combining experience data with behavioral clues. Latest real-time frustration intercepting capabilities enable businesses to discover customers who’re having problems online and offer targeted support.

Relief for frontline staff

For staff in retail and online environments, the brand new Frontline Locations Assist analyzes feedback from surveys, mobile apps, contact centers, online conversations and reviews to create insights and really helpful actions to enhance customer experience corresponding to replying to customer reviews, checking in on open tickets and rewarding employees.

The features shall be available as upgrades to the present suites. Anderson said Qualtrics recently simplified its packaging and pricing, consolidating multiple point products into three suites and pricing based on interactions fairly than user seats.

Qualtrics Assist is accessible in private preview and shall be available in public preview within the second half of 2024. Conversational feedback capabilities are actually available in public preview. Intelligent summaries shall be available in public preview within the second half of the 12 months. Automated workflows are generally available today.

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