Deliver 200% better quality customer feedback with AI-powered conversations

AI is fundamentally transforming how organizations understand and engage with customers. Industry analysts project this shift could unlock nearly $1 trillion in value across sectors as traditional approaches to customer experience increasingly struggle to meet rising expectations.

Across the more than 20,000 organizations using Qualtrics today, one thing is clear: feedback is the foundation of better experiences for customers, for employees, and for brands surveys are a key listening channel. I get asked all of the time what is the growth rate of surveys being completed - it is growing double digits on a very big number.

But what if that feedback could be richer, more actionable, and more human?

With the rollout of Qualtrics AI and Conversational Feedback, we’re seeing a tangible transformation, not just in the amount of feedback companies are getting, but in the quality and the impact that feedback is having.

If you have not heard of Conversation Feedback, here is a quick primer: Qualtrics AI is able to detect vague or inactionable feedback in the survey and in real-time adapt, show empathy, and ask the individual for more details.

By the numbers: AI delivers higher quality customer feedback for more business value

Let’s take a look at what’s happening for organizations that have turned on Conversational Feedback, powered by Qualtrics AI:

• 📈 Average survey completion rates are increasing from 75% to 83%: That’s an 8-point jump in completion. More responses mean more representative data and faster decision-making. When Qualtrics AI detects vague or inactionable feedback and asks for more detail, more than 80% of survey takers take the time to provide additional feedback on the follow-up questions with no drop in completion rate.
• 📝 100% more words per open-ended response: In our research, we found that when people feel heard and seen through an empathetic and personalized survey experience, they open up.
• 🔍 200% increase in follow-up-worthy insights: We’re not just getting more text, we’re getting better feedback. Using natural language analysis and lexicon rules, we can see organizations are tripling the quality of the data coming back which leads to tripling the number of insights that can lead directly to action.

From fragmented feedback to human connection with TUI

TUI, one of the world's leading tourism groups serving 30 million travelers annually, faced a critical challenge that many organizations will recognize: fragmented customer feedback scattered across systems, trapped in silos, or worse, not captured at all.

"Customer feedback was everywhere," Kira Drabner, Head of Voice of Customer Program at TUI said at this year’s X4 London. "Our colleagues on the frontline, whether in hotels, retail shops, or service centers, couldn't access the insights they needed to take action. They were doing their best, but without the full picture, it was like navigating without a compass."

Even more concerning, when feedback was collected, it often came too late. The guest had gone home, the opportunity to make it right had passed, and the holiday memory wasn't the one TUI had hoped to create.

Today, TUI has transformed this experience with a unified Voice of Customer program spanning every touchpoint of the customer journey, from the first website visit to the flight, cruise, hotel stay and beyond. When guests leave feedback, the right people see it in real-time and can take immediate action.

TUI recently piloted Adaptive Follow-Up using Qualtrics AI with remarkable results:

• 85% of customers provided additional feedback after receiving AI-generated follow-up questions
• 75% increase in collected words, delivering richer context, emotional detail, and more actionable insights
• Frontline teams now empowered to resolve issues before checkout, creating "the kind of personal, real-time, and proactive experiences that turn good holidays into great ones."

"This is more than just a Voice of the Customer program. This is about human connection at scale. It's about making sure that every guest, on every journey, feels heard—and valued."
- Kira Drabner, Head of Voice of Customer Program, TUI

When people feel truly heard their feedback transforms

TUI's experience highlights something fundamental that we've observed across organizations implementing conversational feedback: when people feel truly heard, everything changes. This emotional connection isn't just a nice-to-have, it's transforming the feedback experience itself.

In co-innovation with early adopters, we were given permission to add a question to the end of their surveys, simply asking: "How did this experience feel?"

The responses were illuminating. Respondents consistently reported feeling seen and heard, creating a sense of genuine dialogue rather than a one-sided survey. This deeper emotional engagement led them to provide more honest, specific, and actionable feedback, turning what was once a transactional checkbox into a meaningful conversation.

This moment represents a crucial inflection point for customer experience programs. As technological disruption accelerates across industries, organizations that enhance their listening capabilities through these more human-centered approaches will be better positioned to adapt and thrive amid changing customer expectations.

Future-proof your CX program in minutes

I have not spoken with a single customer over the last year where they have not been excited about getting more and getting better data back through Conversational Feedback. Here is the great part, once you have the Qualtrics AI enabled products and SKUs it is literally 6 clicks of the mouse to configure the first time.

Thousands of our most innovative customers are already using these capabilities. The results speak for themselves. In a market where customer loyalty is increasingly fragile and expectations continuously evolve, implementing intelligent feedback systems is becoming less a competitive advantage and more a competitive necessity.