Breaking new ground in Experience Management at X4 London 2025

X4^® London 2025 saw XM leaders from around the globe come together to experience inspirational keynotes, practical breakout sessions from the world’s biggest brands, and new innovations launched on the XM Platform^® powered by Qualtrics^® AI.

The focus of this year’s event was on human connections being the foundation of exceptional experience management (XM). Qualtrics CEO Zig Serafin opened up the day by inviting attendees to reflect on the last time they experienced a genuine connection—one where they felt truly seen, heard, and understood.

Zig challenged attendees to envision a world where companies could anticipate problems and act before customers even need to reach out. A brand that recognizes an issue with your service and contacts you first, making your life easier with no wait, no frustration — just a seamless, proactive experience that fulfills its promise and makes you feel valued.

He then introduced Qualtrics Experience Agents, autonomous, intelligent digital workers designed not just to automate transactions, but to understand people and deliver context-rich, empathetic actions across thousands of experiences. Unlike traditional chatbots or transactional AI agents, Qualtrics’ Experience Agents respond in real time, whether that’s stepping into a survey to proactively resolve an issue, coaching a new manager through change, or guiding business strategies based on emerging trends.

The future of XM, Zig argued, lies in this unique blend of cutting-edge AI and deep human understanding, built on a powerful foundation of research science, machine learning, and advanced analytics. Experience Agents aren’t just a tech upgrade—they’re the next building block to actualize the profound human connections at the heart of every successful business.

“Unlike transactional agents or rules-based chat-bots, Experience Agents are deeply rooted in Qualtrics’ unique ability to help organizations understand people.” - Zig Serafin, CEO, Qualtrics

Click here for a run-down of the new innovations we showcased globally.

Creating holiday memories that last a lifetime

The theme of making every connection count carried over to TUI Group's presentation where they shared insights from their Voice of the Customer transformation. Five years ago, TUI faced fragmented and delayed customer feedback that made it difficult for frontline teams to act promptly and improve the holiday experience. Recognizing this as both a customer and business challenge, TUI centralized feedback collection across every touchpoint, from website interactions to flights and hotel stays, enabling real-time responses. This shift empowered their teams to resolve issues promptly and create memorable, personalized experiences for their 30 million annual customers.

Looking ahead, TUI continues to make the customer experience central to every decision they make as a business, and they are bringing the next generation of their CX program to life. They are advancing their VoC program by integrating AI-driven text analytics with Qualtrics, enhancing their ability to understand not just ratings but the emotions behind customer feedback. They are also moving toward capturing in-the-moment insights, allowing for timely interventions. A recent pilot of Adaptive Follow-Up demonstrated remarkable engagement, with an 85% response rate leading to richer, more actionable feedback. Ultimately, TUI’s approach focuses on scaling human connection—ensuring every traveler feels heard, valued, and has a holiday experience worth remembering.

“Now, when a guest leaves feedback today, the right people see it in real time - and they can do something about it. Whether it's a hotel manager resolving an issue before check-out or a colleague in customer care following up directly - we’re creating the kind of personal, real-time, and proactive experiences that turn good holidays into great ones.” - Kira Drabner, Head of Voice of Customer Program, TUI

Building a following that can last eras

When it comes to building brand love and loyalty with our customers, we can learn a lot from Taylor Swift. Ken Hughes, known as the “King of CX”, explored the nine core values that Taylor Switch embodies, values that have helped her build an incredibly loyal, almost tribal following.

Ken emphasized that experience management is not a static concept but a verb, it only exists when you bring it to life. By adopting these values, organizations can create more meaningful connections with their customers that go beyond transactions.

“Experience management is a verb. It only exists when we bring it to life.” - Ken Hughes, Leading Consumer Behaviouralist

Stay tuned for post-event content

While the X4 London on-demand page is being prepared, we’d love to hear your thoughts on the event. Please take a moment to complete our survey and help us make future events even better.

Click here to take the survey.

Will we see you in Seattle?

In 2026 we’re bringing our global X4 event to a brand new city. Mark your calendars for March 17-19, 2026, when we hope to see you in Seattle! Stay tuned for more information in the coming months.