UPDATED 09:00 EDT / MARCH 08 2023


Qualtrics uses machine learning into improve agent, customer experiences

Qualtrics International Inc. is headlining its X4 Experience Management Summit conference in Salt Lake City today with a lineup of new capabilities that leverage machine learning to get a better understanding of customer experiences.

The aim is to give call center agents faster and more complete access to information needed to resolve customer issues as well as to improve their own performance. The company is also enhancing its customer experience monitoring capabilities through two new offerings: Customer Journey Optimizer and Digital Experience Analytics. They’re capable of capturing billions of data points across human and digital interactions and applying machine learning to identify the most common sources of frustration and satisfaction drivers.

Citing its own research that says bad experiences cost companies an average of 8% of their annual revenues, Qualtrics is adding real-time feedback and coaching capabilities for use both by call center agents and managers.

Live agent feedback

Frontline Agent Coaching extends the company’s Real-Time Agent Assist technology to analyze calls for intent, emotion and intensity so agents can more effectively resolve issues on the spot. The feature also automatically gives agents post-call feedback across a variety of metrics with access to coaching plans, learning management systems and immediate rewards.

The system captures and analyzes all agent calls and uses natural language processing to interpret performance. Managers can share snippets of calls with others as examples of desired practices. “If an agent is doing a good job with customer satisfaction but is taking too long on calls we can use snippets of other agents’ calls to show them what others are doing differently,” said Fabrice Martin, Qualtrics’ chief product officer.

Agents can now receive an automatically generated summary of each customer session “with consistent criteria describing what happened during the call,” Martin said. This eliminates the need to type up call notes and delivers the summary “in a second or two.”

Digital Experience Analytics captures, analyzes and automates actions based on observed digital behavior in addition to its existing capabilities to assimilate such sources as call center transcripts, social media posts, product reviews, and survey responses. The information can be used to understand key moments that influence customer satisfaction and to trigger automated actions that intervene before customers leave.

By adding a bit of JavaScript code to a webpage, operators can detect such behavior as error clicks, “rage clicks” and “mouse thrashes,” which occur when websites and mobile apps become unresponsive and trigger an angry customer reaction.

“It allows digital teams to have all the information they need about how people are experiencing their web and mobile apps through click tracking and full session replay for one or 1,000 different sessions,” Martin said.

Omnichannel customer journey tracking

Customer Journey Optimizer creates a single omnichannel view of entire customer journeys using its own observations and data collected from other applications using the hundreds of connectors Qualtrics has created that tie into customer relationship management, call center automation, workflow and collaboration systems. Machine learning helps website administrators pinpoint the source of breakdowns and orchestrate responses such as pop-up assistants or live agents. If a human agent is involved, the person is equipped with the customer’s history as well as details of the latest incident.

This data all becomes part of Qualtrics’ Experience iD, which is a single view of everything customers allow a business to know about them. It enables personalization at scale as well as aggregation analysis that can identify emerging trends by market, geography, demographics and other factors. With more than 12 billion profiles, Martin says, it’s “the world’s largest experience profile database.”

The profiles are used to train machine learning models that are unique to a customer’s data. “Our largest customer today processes more than 50 million calls per year and more than 100 million interactions,” Martin said. “XiD is the core operating system of Qualtrics. It’s the experience database that comes with every product.”

The new features will be optional additions to existing Qualtrics products and will be priced based on consumption.

Photo: Freepik

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