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Qualtrics XM
    • The Experience
      Management Platform™

      The system of action trusted by 11,000+ of the world’s biggest brands to design and optimize their customer, brand, product, and employee experiences.

      Overview

      Platform Capabilities

      • Ultimate Listening
      • Actions Automation & Workflows
      • Smart Analysis & Recommendations
      • Security & Governance
      • XM Ecosystem
      • XM Directory
      • XM Mobile App
    • Decrease churn. Increase customer lifetime value. Reduce cost to serve.

      Watch Demo Overview

      Products

      • Digital
      • Customer Care
      • Location Based
      • Account Management
      • Foundational CX

      Popular Use Cases

      • Voice of the Customer
      • Net Promoter Score
      • Closed Loop Follow Up
      • Customer Feedback

      Forrester Report

      CustomerXM has a 633% ROI

      Read the full report
    • Attract and retain talent. Increase engagement.
      Improve productivity.

      Watch Demo Overview

      Products

      • Employee Engagement
      • 360 Feedback
      • Benefits Optimizer
      • Technology Experience
      • Back to Business

      Popular Use Cases

      • Action Planning
      • Employee Pulse
      • Onboarding Feedback
      • Exit Diagnostic

      Forrester Report

      Qualtrics Named EX Management Leader by Forrester

      Read the full report
    • Acquire new customers. Increase market share. Improve awareness and perception.

      Overview

      Products & Use Cases

      • Brand Tracking
      • Ad Testing
      • Brand Perception Study
      • Brand Diagnostic
      • Brand Awareness

      Qualtrics MasterSessions

      Brand Experience: From Initial Impact to Emotional Connection

      Watch Now
    • Improve product market fit. Increase share of wallet. Decrease time to market.

      Overview

      Products & Use Cases

      • Pricing Research
      • Concept Testing
      • Market Segmentation
      • Product Naming
      • Product Satisfaction
      • Feature Prioritization

      Qualtrics MasterSessions

      Products Innovators & Researchers

      Watch Now
    • Hear every voice. Uncover breakthrough insights. Design world-class experiences.

      Watch Demo Overview

      Products & Use Cases

      • Enterprise Surveys
      • Experience Research
      • Conjoint Analysis
      • Website Feedback
      • Panel Management

      Webinar

      Foundations of Flexibility: Four Principles of Modern Research

      Watch Webinar now

    • XM Marketplace

      Integrations with the world's leading business software, and pre-built, expert-designed programs designed to turbocharge your XM program.

      Overview

      Solution Type

      • Integrations
      • XM Solution Automated Projects
      • XM Solution Guided Programs
      • Survey Templates
      • Full-Service Research

      Core Experience

      • Brand Experience
      • Customer Experience
      • Employee Experience
      • Product Experience

      Popular Solutions

      • Adobe Integration
      • Marketo Integration
      • Slack Integration
      • Salesforce Integration
      • Pricing Study
      • MaxDiff Analysis
      • Brand Perception
      • NPS Benchmark
    • XM Services

      World-class advisory, implementation, and support services from industry experts and the XM Institute. Whether you want to increase customer loyalty or boost brand perception, we're here for your success with everything from program design, to implementation, and fully managed services.

      Overview

      Advisory

      XM Scientists and advisory consultants with demonstrative experience in your industry

      Learn More

      Implementation

      Technology consultants, engineers, and program architects with deep platform expertise

      Learn More

      Support & Success

      Client service specialists who are obsessed with seeing you succeed

      Learn More

      Research Services

      • Overview
      • Online Sample
      • Competitive Benchmarking
      • Segmentation Research
      • Brand Tracking Research
      • Attitude & Usage Research
      • Solutions for
        Education

        Improve the entire student and staff experience.

        Overview

        Popular Solutions

        • Return to Learn Hub
        • Education Surveys and Academic Research

        Educational Resources

        • Webinar: XM for Continuous School Improvement
        • Case Study: Jackson College
        • Blog: Selecting an Academic Research Platform
      • Solutions for
        Healthcare

        Comprehensive solutions for every health experience that matters.

        Overview

        Popular Solutions

        • Patient Customer Experience
        • Telehealth Digital Experience
        • Provider Engagement Software

        Educational Resources

        • eBook: Experience Management in Healthcare
        • Webinar: Transforming Employee &
          Patient Experiences
        • Blog: Digital Healthcare Transformation
      • Solutions for
        Technology

        Innovate with speed, agility and confidence and engineer experiences that work for everyone.

        Overview

        Popular Solutions

        • Website & App Feedback
        • Digital CX
        • Product Satisfaction
        • CX Account Management

        Educational Resources

        • eBook: Designing a World-Class Digital CX Program
        • Case Study: Fandango
        • eBook: Essential Website Experience Playbook
        • Blog: How to Get App Feedback from Users
      • Solutions for
        Retail & CPG

        Increase customer loyalty, revenue, share of wallet, brand recognition, employee engagement, productivity and retention.

        Overview

        Popular Solutions

        • Retail Customer Experience
        • Supermarket & Grocery Customer Experience
        • Location Based CX

        Educational Resources

        • eBook: Become a Leader in Retail
          Customer Experience
        • eBook: CX in the Retail Industry
        • Case Study: Under Armour
        • Blog: Boost Customer Experience with
          Brand Personalization
      • Solutions for
        Financial Services

        Deliver exceptional omnichannel experiences, so whenever a client walks into a branch, uses your app, or speaks to a representative, you know you’re building a relationship that will last.

        Overview

        Popular Solutions

        • Health Insurance Customer Experience
        • Property & Casualty Insurance Customer Experience
        • Wealth Management Customer Experience
        • Banking Customer Experience

        Educational Resources

        • Case Study: Allianz
        • eBook: Experience Leadership in Financial Services
        • Blog: Reducing Customer Churn for Banks and
          Financial Institutions
        • Blog: Improve CX in Banking
      • Solutions for
        Government

        Design experiences tailored to your citizens, constituents, internal customers and employees.

        Overview

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        • Back to Business for Communities
        • Government Remote Work and Employee
          Symptom Check
        • Federal Government Customer Experience
        • Fedramp Security Accreditation

        Educational Resources

        • Webinar: How to Drive Government Innovation
          Through IT
        • Case Study: Provo City
        • Blog: 5 Ways to Build Better Government with
          Citizen Feedback
      • Solutions for
        B2B

        Transform customer, employee, brand, and product experiences to help increase sales, renewals and grow market share.

        Overview

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        • B2B Technology & Manufacturing
        • Walker CX Solution for B2B Companies
        • CX Account Management

        Educational Resources

        • Case Study: Microsoft
        • Case Study: Fuji Xerox
        • eBook: Best Practices for B2B CX Management
        • Blog: Best Practices for B2B Customer
          Experience Programs
      • Solutions for
        Travel & Hospitality

        Whether it's browsing, booking, flying, or staying, make every part of the travel experience unforgettable.

        Overview

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        • Location Based CX

        Educational Resources

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          Customer Experience
        • Webinar: How Spirit Airlines is Improving the Guest
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        • Blog: 6 Ways to Create Breakthrough
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        • Blog: How to Create Better Experiences in the Hospitality Industry
      • Solutions for
        Automotive

        Drive loyalty and revenue with world-class experiences at every step, with world-class brand, customer, employee, and product experiences.

        Overview

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        Educational Resources

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        • CX in the Automotive Industry
        • News: Qualtrics in the Automotive Industry
      • Solutions for
        Media & Telco

        Reach new audiences by unlocking insights hidden deep in experience data and operational data to create and deliver content audiences can’t get enough of.

        Overview

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        • Telecommunications Customer Experience
        • Digital CX
        • Brand Tracking

        Educational Resources

        • Case Study: Fandango
        • X4: Market Research Breakthroughs at T-mobile
        • Case Study: Yahoo
      • Solutions for
        Market Research

        Tackle the hardest research challenges and deliver the results that matter with market research software for everyone from researchers to academics.

        Overview

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        • Survey Tool
        • Research & Insights
        • Conjoint Analysis
        • Advance Analysis

        Educational Resources

        • Webinar: Four Principles of Modern Research
        • eBook: Handbook of Question Design
        • Case Study: Microsoft
      • Solutions for
        CX Professional

        Monitor and improve every moment along the customer journey; Uncover areas of opportunity, automate actions, and drive critical organizational outcomes.

        Overview

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        • Digital CX
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        Educational Resources

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          Customer Insights
        • Case Study: BMW
        • Report: The Total Economic Impact of
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      • Solutions for
        Human Resources

        With a holistic view of employee experience, your team can pinpoint key drivers of engagement and receive targeted actions to drive meaningful improvement.

        Overview

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        • Training Surveys
        • Employee Pulse Surveys
        • Onboarding Feedback

        Educational Resources

        • Webinar: How HR can Help Employees
          Blaze Their Own Trail
        • Case Study: Volkswagen
        • eBook: The HR Leader's Success Kit
      • Solutions for
        Digital

        Understand the end-to-end experience across all your digital channels, identify experience gaps and see the actions to take that will have the biggest impact on customer satisfaction and loyalty.

        Overview

        Popular Solutions

        • Website App Feedback Surveys
        • Online Reputation Management
        • Digital Customer Experience
        • Adobe Analytics Integration

        Educational Resources

        • Webinar: CX in a Digital Age
        • eBook: Rising to the Top With digital Customer Experience
        • eBook: Humanizing Digital Experience
        • Article: What is Digital Customer Experience Management & How to Improve It
      • Solutions for
        Product Management

        Improve product market fit. Increase share of wallet. Decrease time to market.

        Overview

        Popular Solutions

        • Pricing Research
        • Concept Testing
        • Market Segmentation

        Educational Resources

        • Qualtrics MasterSessions: Products Innovators
          & Researchers
        • eBook: Intro to Product Concept Testing
        • Case Study: Under Armour
      • Solutions for
        Customer Service

        Deliver breakthrough contact center experiences that reduce churn and drive unwavering loyalty from your customers.

        Overview

        Popular Solutions

        • Customer Care
        • Contact Center Customer Experience
        • Customer Service Survey

        Educational Resources

        • Case Study: JetBlue
        • eBook: Distrupt the 2020 Contact Center
        • Webinar: 5 ways to Transform your Contact Center
        • Blog: Superior Customer Service Examples

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    What is XM?

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    • Products
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        • Location Based CX
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        • eBook: Become a Leader in Retail
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        • eBook: CX in the Retail Industry
        • Case Study: Under Armour
        • Blog: Boost Customer Experience with
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        • Overview
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        • Health Insurance Customer Experience
        • Property & Casualty Insurance Customer Experience
        • Wealth Management Customer Experience
        • Banking Customer Experience
        • Educational Resources
        • Case Study: Allianz
        • eBook: Experience Leadership in Financial Services
        • Blog: Reducing Customer Churn for Banks and
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        • Blog: Improve CX in Banking
        • Government
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        • Back to Business for Communities
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        • Fedramp Security Accreditation
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        • Blog: 5 Ways to Build Better Government with
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        • B2B
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        • Walker CX Solution for B2B Companies
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        • Case Study: Fuji Xerox
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        • Travel & Hospitality
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        • Case Study: Solution for World Class Travel
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        • Webinar: How Spirit Airlines is Improving the Guest
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        • Blog: 6 Ways to Create Breakthrough
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        • News: Qualtrics in the Automotive Industry
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        • Case Study: Fandango
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    Experience Management
    Customer Experience Employee Experience Product Experience Brand Experience Market Research
    • Experience Management
    • Brand Experience

    What is Brand Experience (BX) Management?


    We’ve put together this comprehensive and thorough Brand Experience guide to give you the tools and information you need to manage, strategize, measure and impact all aspects of the Brand Experience for your business.

    Select a topic

    • Brand Perception
    • Competitor Analysis
    • Brand Equity
    • Market Segmentation
    • Ad Testing
    • Brand Awareness

    Brand Perception

    Reputation management – your ultimate guide

    Reputation management helps you understand what your customers think and feel about you, from global trends to individual experiences. You can use that knowledge to prioritise improvements, strengthen your brand and boost your customer experience.
    9 min read

    More Brand Perception articles

    Reputation management – your ultimate guide
    9 min read
    How to choose your brand name
    10 min read
    Follow these 7 steps to change your brand perception
    4 min read
    What is brand perception and how to measure it
    7 min read
    Brand Perception Surveys
    4 min read

    SEE MORE

    Competitor Analysis

    Competitor analysis: How market research helps you create your own competitive advantage

    Part of crafting a robust brand strategy involves understanding the competitive landscape. Find out why learning this context is a vital ingredient in building your own competitive advantage.
    14 min read

    More Competitor Analysis articles

    Competitor analysis: How market research helps you create your own competitive advantage
    14 min read
    Choosing Your Panel for Competitor Analysis
    2 min read
    Survey Questions to Ask for Competitor Analysis
    4 min read
    How to Find & Define Who Your Competitors Are
    3 min read

    Brand Equity

    What is brand equity and how to build and measure it

    Brand equity is the extra value a company gets from a product with a recognisable name, as opposed to a generic equivalent.
    8 min read

    More Brand Equity articles

    What is brand equity and how to build and measure it
    8 min read
    Keller vs. Aaker customer based brand equity models
    7 min read
    Brand equity research 101: asking the right questions
    5 min read

    Market Segmentation

    What is Market Segmentation? Different Types Explained

    Market segmentation is the research that determines how your organisation divides its customers or cohort into smaller groups based on characteristics such as, age, income, personality traits or behaviour. These segments can later be used to optimise products and advertising to different customers.
    7 min read

    More Market Segmentation articles

    What is Market Segmentation? Different Types Explained
    7 min read
    What is Psychographic Segmentation? A beginner’s guide.
    3 min read
    What is Geographic Segmentation and how to put it to work
    4 min read
    Demographic Segmentation: How to create and use it
    4 min read

    Ad Testing

    How To Run A Successful Ad Testing Program

    Give your advertising the best chance of success with an insight-driven testing process. Find out how to run your ad testing program
    9 min read

    More Ad Testing articles

    How To Run A Successful Ad Testing Program
    9 min read
    Think, Feel, and Do – How To Get The Right Ad Testing Data & Metrics
    2 min read
    Questions to Ask About Your Ad Testing Program
    2 min read
    Designing an Ad Testing Survey
    6 min read
    Choosing the Right Platform for Ad Testing
    3 min read

    SEE MORE

    Brand Awareness

    Brand Awareness – What it Is and How to Measure It

    Brand awareness by itself is nice, but your business moves into a new gear when you create awareness of brand benefits, not just brand alone. Building benefit awareness is how leaders turn brands into religions.
    5 min read

    More Brand Awareness articles

    Brand Awareness – What it Is and How to Measure It
    5 min read
    What Metrics to Measure in Brand Tracking Study
    3 min read
    Guide to Brand Tracking Research
    6 min read

    Brand experience is what drives target customers’ perceptions, emotions, and preferences, which influence their purchase and usage behaviour.

    Over the past ten years, consumers have grown more and more skeptical of the promises brands shout at them, leaving organisations with a painful discovery—what worked for brands in the past is becoming less and less relevant today. Messages come and go, but consumers remember the experience they have interacting with a brand, and that experience pays: Brand advocates are 50% more likely to influence a purchase.

    Building lasting brands is more challenging than ever, and companies need to relentlessly monitor and improve how their brands are perceived. Managing brand experience helps increase sales volume, command a higher price for products, and create motivating brand perceptions. 80% of consumers say they are more loyal to brands that find ways to stay relevant in their lives.

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