X4 2023: See the XM innovations unveiled for customer research, marketing, and insights teams

X4 2023 saw more than 8,000 XM leaders come together to experience 3 days of inspirational keynotes, more than 80 stories from the world’s biggest brands, and 18 new innovations launched on the XM Platform to help make business more human.

Check out the latest innovations launched at X4 2023 for customer research, marketing, and insights teams.

Want to see more? See what’s new in Customer Experience and Employee Experience at X4.

Qualitative Research: Go Deeper into The Stories Behind Your Data

For almost two decades, we’ve innovated on the XM Platform to make powerful quantitative research easy. Now, we’re bringing a whole suite of qualitative research tools to the XM Platform to help you get a deeper understanding of your customers and your markets.

At X4 we unveiled video feedback, a new capability now live in the platform that gives people a chance to have their say through video.

There’s no pages of survey questions to go through, just upload a video, and Qualtrics does all the hard work — our AI and machine learning transcribes the video, surfaces topics, sentiment, emotion, and more, and then feeds insights directly into your existing projects alongside your qual data.

It makes it easier for respondents and with highlights reels and a built-in video editor, gives researchers a powerful new way to tell the stories behind the data.

Video feedback is one of a number of capabilities rolling out — soon, you’ll see video diaries and focus groups on the platform too, giving you an end-to-end solution for both qual + quant research. 

Learn more about qualitative research on Qualtrics.

Always-On Brand Experience: Real-Time, Actionable Brand Intelligence

Brand campaigns are traditionally seen as ‘the long game’ — invest in an initiative, wait (at least!) six months, and then see how it’s moved the needle. In today’s fast-moving markets, that’s more than enough time for your competitors to get a jump on you.

That’s why we built BX Always-On - a system that tunes in to what’s happening in social, search, news, reviews, and more and uses the conversations happening about your brand to give you real-time insights into how it’s moving your brand forward.

Machine Learning analyzes unsolicited social and behavioral signals to act as an early-warning system, showing you how your investments are performing and how you compare to your competitors.

It means you can optimize on the fly, with recommended actions and focus areas so your teams can prioritize the thinghs that will move the brand in the right direction.

It means every cent you invest in your brand works harder, and keeps you focused on the activities that will move the needle.

Research Hub: Never Ask The Same Question Again

How many times have you spent hours, days even, searching for an insight you know you have, only to come up short? All too often, insights are lost or filed away never to be found at the end of a project, providing little long-term value to the organization.

Research Hub brings you a powerful research database, accessible to the entire company. So every study you run, anywhere in the business, adds more data to a rich pool of insights that anyone can call on, at any time.

You simply ask a question, and Research Hub calls back on every study you’ve ever run - whether in Qualtrics or external data sources - and presents it in an easy-to-understand format.

So you no longer have to waste time, and resources, researching things you already know, and you can innovate faster with instant access to powerful customer, product, brand, and market insights.

XM Audiences: Connect With the People You Care About

Making business more human starts with listening — but listening to the right audiences isn’t always easy. So we’re simplifying how you access and reach out to the audiences you care most about from your existing customer base, to new audiences that will drive future growth.

XM Audiences is a one-stop-shop designed to help you reach the right people, faster and more cost effectively, than ever.

Our new audience management portal gives your existing customers a self-service portal to get involved in new research. You simply add new projects to the system and they can opt-in, take part, and all their data feeds directly back to their Experience iD profile.

And when it comes to acquiring new audiences, building a third-party panel is now incredibly simple. Just log in to XM Audiences, and get access to more than 30 million panelists at the click of a button.

It means you can listen to new audiences, understand what they need, and shape your strategy knowing exactly what products, services, and experiences will bring new customers to your brand. 

Customer Journey Optimizer: Remove Friction From Every Journey

Customer journeys are complex, involving multiple touchpoints, and many channels as customers make their way from A to B. And when just one touchpoint breaks, the whole journey is at risk of failing.

That’s why we’re launching Customer Journey Optimizer — a powerful new tool powered by Experience iD that cuts through data silos to map the end to end customer journey and shows you exactly where the friction is.

It means your digital frontlines can instantly see where to focus to optimize the journey, improve conversion, and increase revenue from your digital channels.

Digital Experience Analytics: Your Early Warning System for the Digital Frontlines

Get ahead of friction in the customer journey by reacting to behavioral cues in users’ behavior and step in to support them while the experience is ongoing with Digital Experience Analytics.

This AI-powered capability monitors digital behavior, and spots the telltale signs of frustration - things like dead clicks, or erratic mouse movements - and then automatically sets off a chain of events so your frontline teams can step in and support.

It calls on Experience iD to understand who the user is, understands what they’re trying to do, where they’re struggling and then triggers the right action — for example a chat intervention for your frontline agents, so they can step in and help out.

It means you can step in before frustration leads to churn, and give your frontline teams exactly what they need to support your customers.