Kantar and Qualtrics Launch Experience Impact Tool

Kantar has teamed up with Qualtrics to launch Kantar Experience Impact, a solution connecting customer experiences to brand strength, to guide clients' decisions about investment for growth.

The new solution brings customer experience, brand tracking and operational data together to provide clear decision-making support. Including the views of both customers and non-customers, it combines Kantar's Meaningful Different Salient framework (MDS) - core to the global insight firm's brand growth research over decades - with Qualtrics' Experience Management Platform, to show how experiences strengthen or weaken the perceptions that drive growth. This will allow client organisations to benchmark performance against competitors, identify what is influencing consumers, and make informed decisions about actions strengthening their brand equity.

Specifically, Kantar says this will help CX, marketing and insights leaders understand which touchpoints influence customer perceptions the most, where competitors are creating strong experiences and how to close those gaps, and how to build a compelling case for experience investment that will positively impact brand growth.

'We know that brands with meaningfully different experiences are 2.5 times more likely to significantly grow their market share,' asserts Mark Chamberlain (pictured), Global Head of Customer Experience at Kantar. 'And while many organisations are collecting CX signals, too few understand how these shape their brand and connect to commercial outcomes. Kantar Experience Impact changes that. We've brought together Kantar's expertise in understanding how brands grow with Qualtrics power and scale to give organisations that clear picture so that for the first time, leaders can see not only how they're performing but exactly where to invest next for growth.'

Adam Block, Chief Sales Officer at Qualtrics says CX and brand teams have worked from different playbooks 'for too long.' He comments: 'By pairing Kantar's proven understanding of how brands grow with Qualtrics' industry-leading Experience Management Platform, we're giving organisations an integrated view of how every interaction shapes the way their brand is perceived, and the confidence to act on it.'

Kantar Experience Impact is available through the Qualtrics platform and marketplace, and is intended for 'any category where customer experience plays a critical role in growth', including retail, financial services, telecoms, healthcare, travel and hospitality.

The firms' home pages are at www.kantar.com and www.qualtrics.com .