Skip to main content
Qualtrics Home page

Qualtrics Goes From Strength to Strength in Asia Pacific and Japan

World’s leading XM company moves past 1,000 customers in the region

Qantas, Chobani, and Volkswagen Group are just some of the brands embracing XM

Last updated:  June 11, 2019

Sydney, June 11 2019: Qualtrics, the leader in experience management, today announced it has surpassed more than 1,000 customers in Asia Pacific and Japan (APJ).

Since launching its APJ operations in Sydney in 2015, Qualtrics has experienced ultrarapid growth cementing its position as the global leader in experience management (XM). The company – which was acquired by SAP in January 2019 – now operates seven offices across Australia, New Zealand, Singapore, and Japan; and employs more than 150 people.

Bill McMurray, Managing Director for Qualtrics in APJ, said: “The rise of Qualtrics in Asia Pacific and Japan over the last four years has been nothing short of remarkable. In 2015 we had 250 customers and just a handful of employees in the region. Surpassing 1,000 customers in such a short period is testament to the quality of the experience management technologies, services, expertise, and support Qualtrics provides to customers, and the hard work of our ever-growing team.”

“Now, in partnership with SAP, Qualtrics is significantly increasing our focus on helping organisations succeed with XM. SAP is excited to join us on this journey, and is heavily investing resources into helping Qualtrics and our customers during this exciting phase of growth. The opportunities presented by joining the SAP family will accelerate our growth in the years ahead, and we’re going to deliver it by staying obsessively focused on helping brands grow and succeed with XM on the Qualtrics platform,” added McMurray.

“Following the opening of our Singapore office in late 2017 and our Tokyo office in early 2018, Qualtrics is actively evaluating the next logical steps for our expansion in APJ, including in South Korea, Hong Kong, and India. Alongside this, we’re continuing to invest in and grow our teams across Australia, Singapore, and Japan. It’s an exciting time for Qualtrics and the companies joining us on this journey,” added McMurray.

Brands embracing XM in APJ

Globally, over 10,000 enterprises rely on Qualtrics to create products that people love, cultivate more loyal customers, develop a phenomenal employee culture, and build iconic brands. This includes more than 75 per cent of the Fortune 100 and 99 of the top 100 US business schools.

In APJ Qualtrics works with a range of enterprises spanning multiple industries, including:

  • Qantas The Qualtrics Experience Management (XM) Platform™ underpins and influences the CX transformation strategy underway at Qantas Group, including its Qantas, Jetstar, and QantasLink brands. The Group is able to use the data gathered from its customers to continually improve the passenger experience on the ground and in the air.
  • Chobani Australia – Since going live on Qualtrics ResearchCore™ Chobani has grown its presence in Australia to become the #1 Greek yoghurt brand. Chobani uses the Qualtrics platform to design and deliver products Australians want by identifying market opportunities, uncovering consumer preferences and experiences with its products, and optimising advertising. The company runs an ongoing brand tracker to ensure it is continuously monitoring brand awareness and equity to predict which products and campaigns will resonate with customers.
  • Volkswagen Group Australia (VA) Qualtrics is at the center of VGA’s customer and employee experience management program “Accelerate to Wow.” Powered by an ability to collect and distribute insights in real-time through customisable dashboards, VGA understands the customer and employee experience are closely intertwined. The company enabled action by sharing these insights with leaders across the organisation to close experience gaps. Dealers have seen their employees become more enthusiastic, and customers have responded with increased loyalty and advocacy.

“Brands tell us the reasons they choose Qualtrics are because of our ability to execute, the scale of our offerings, and the product capabilities, vision and strategy. The Qualtrics team of experts and our partners are empowering businesses to unlock a range of business benefits, from increased NPS that translates to profit, improved employee retention and productivity, and new product innovations,” said McMurray.

Capitalising on a major market opportunity

XM is the process of monitoring every interaction people experience with a company in order to spot opportunities for improvement. Qualtrics believes XM represents a market opportunity exceeding the combined market opportunities across CRM, HCM, ERP, and marketing automation.

The Qualtrics Experience Management (XM) Platform™ is the only solution enabling brands to manage the four core experiences of business – customer, employee, product, and brand – through a single platform. The XM platform is a robust suite of research and feedback tools that make it easy for brands to gather experience data (x-data), which are the beliefs, emotions, and intentions that tell you why things are happening, and what to do about it. Combining X-data with operational data (O-data) pulled from existing systems such as HRIS, CRM and web analytics ensures business decisions are based on facts and the intangibles.

Advanced artificial intelligence and machine learning helps uncover deep insights and makes connections between the customer, employee, product and brand experiences to help close experience gaps and drive value back to the bottom line.

“Experience is the new battleground for business. You only have to look at the fastest growing businesses from recent years to see how those focused on building experience into their value proposition are in a race to the top, while those competing on product and price are in a race to the bottom,” said McMurray.

“XM helps organisations identify, understand and act on bridging the gap between the experience a company is attempting to deliver, and the actual experience customers and employees are receiving. For the C-Suite these insights are a powerful tool fuelling better business outcomes across the board, and we are seeing XM build momentum in the industry. At our recent X4 Summit in Sydney we hosted more than 2,400 professionals – more than double the year previously – to give insight into how iconic brands are designing and delivering better experiences with Qualtrics,” concluded McMurray.

“Organisations at the forefront of Asia Pacific and Japan recognise that XM is set to become the most important differentiating factor in capitalising on Asia Pacific and Japan’s burgeoning economies. By infusing insights from Qualtrics experience data with operational data intelligence from SAP software, our customers in the region now have the unique end-to-end experience and operational management system to deliver exceptional customer, employee, product and brand experiences,” said Scott Russell, President for SAP in APJ. “Qualtrics is a catalyst for growth for both our customers and SAP in Asia.”

For more information about Qualtrics visit

About Qualtrics

Qualtrics is the technology platform that organizations use to collect, manage, and act on experience data, also called X-data™. The Qualtrics XM Platform™ is a system of action, used by teams, departments, and entire organizations to manage the four core experiences of business—customer, product, employee and brand—on one platform. Over 10,000 enterprises worldwide, including more than 75 percent of the Fortune 100 and 99 of the top 100 U.S. business schools, rely on Qualtrics to consistently build products that people love, create more loyal customers, develop a phenomenal employee culture, and build iconic brands. To learn more, and for a free account, please visit