Digital customer experience management software firm Qualtrics announced the launch of new XM integration capabilities with Adobe’s Experience Platform Launch.
Adobe’s Launch seeks to help marketers deploy web and mobile campaigns through an open infrastructure for compiling data from different sources. This new integration with Qualtrics will enable marketers using Launch to identify gaps in the customers’ digital experience, allowing them to monitor and gather feedback from all digital channels and provide insights to users.
The data gathered is primarily of two types –
- Experience data (X) – this refers to the behavioral data gathered through customer experiences.
- Operational data (O-data) – This refers to the data regarding the customer point of contact.
Together, the data will give insights into how consumers engage with different touch points across their digital experiences and where marketers should focus their efforts for maximum returns.
With the Qualtrics extension for Launch, customers can:
- Create and deploy feedback intercepts across their digital properties to gather customer feedback.
- The Qualtrics extension for Experience Platform Launch allows users to manage the process of website feedback tags to can track customer feedback and behavior.
- The QDP provides customers access to XM technology through XM Solutions and XM integrations via the Qualtrics API.
“Qualtrics makes it easy for organizations to not only gather customer feedback but to predict the actions that their customers will take,” said Cody Crnkovich, Head of Platform Partners and Strategy at Adobe in a statement. “By introducing the Qualtrics extension for Experience Platform Launch, we’re making it even easier for customers to measure and improve customer experiences.”
“To compete in today’s experience economy, organizations must have the ability to understand the relationship between operational data and experience data,” said Webb Stevens, VP of CustomerXM, Qualtrics. “By expanding our Adobe integration capabilities to include both Adobe Experience Platform Launch and Analytics on the QDP, we’re making it easier than ever for organizations to understand that relationship and turn insights into action.”
