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Managing a Single Directory Contact

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Qtip: XM Directory is an improvement upon the old Target Audience, with user interface (UI) changes made to integrate more seamlessly with the XM platform. If you do not have XM Directory and would like to purchase access, contact your Account Executive.

About Managing a Single Directory Contact

When you are inside the Directory Contacts tab, you can edit individual contacts by selecting the checkbox to their left.

In the Directory Contacts tab, a contact is selected

Qtip: When you are done editing this contact, make sure you deselect them before clicking the next contact. Otherwise you will be managing multiple contacts at a time.

When you select a directory contact, a menu opens to the right containing information about the contact.

Contact Attributes

The Attributes section contains editable contact information and information about whether the contact is globally opted in.

Attributes section

The following fields’ values (not field names) can be edited by selecting the current value:

  • First Name
  • Last Name
  • Email
  • Reference ID (External Data Reference)
  • Phone Number
  • Language

Under All Attributes, this section also contains Embedded Data saved to the contact. Here the values can be edited by highlighting or clicking into them.

All Attributes section of Attributes tab

Adding Embedded Data to a Contact

Sometimes, instead of just editing a value, you’ll want to add a whole new Embedded Data to the contact. Doing so is quick and easy.

Qtip: Embedded Data names have a maximum of 200 characters. Values should be a maximum of 1024 characters each.
  1. Select the contact.
    Adding Embedded Data
  2. Navigate to Attributes.
  3. Click Add Attribute.
  4. Type a name for the Embedded Data.
    Naming in a field to the far-right
  5. Click Add.
  6. Type a value.
    Adding embedded data values
  7. Click Add.
Qtip: To manage the name of existing Embedded Data fields, go to Directory Options.

Lists a Contact Belongs To

The Lists section has every mailing list the contact is currently in. This section will display whether the contact was opted out, and gives you the option of changing this. You can also choose to just remove the contact from the mailing list.

Lists tab

Contact Statistics

The Statistics section contains information on the number of times the contact has been sent invites, and when.

the statistics section of an individual contact

  • Last Invite Received: The date of the last invitation received.
  • Last Response: The date of the last response the individual completed. Surveys started but not completed do not count here.
  • Total Invites: How many invites the contact has received in total, regardless of list or distribution.
  • Total Responses: How many responses the contact has given in total, regardless of survey.
  • Response Rate: The percentage of the time that this contact responds to surveys they are invited to.

Touchpoint Timeline

When you click on a directory contact, you will be able to access a timeline of all the touchpoints with the contact. This is a great way to get a broad visual view of all the times you’ve contacted someone, and all the feedback they’ve provided.

The timeline is only viewable when you select one contact at a time; selecting multiple contacts will hide this feature.

Accessing the Timeline

Once you select the desired contact, the timeline will appear on the bottom-right, no matter what section of the contact information menu you are on.

Timeline on bottom-right of menu

Click a touchpoint icon to learn what type of touchpoints occurred on that date.

Timeline with touchpoint expanded as a bubble

More details can be seen about each touchpoint when you open them up, as explained in the next section.

Opening up Touchpoints for Review

Click the arrow on the upper-right of a contact’s information menu to visit their touchpoints in greater detail.

Click Show Details to learn more about a touchpoint.

A survey invitation or a plain email will provide information on the survey sent, whether the email was opened, the date, and more.

A survey response touchpoint will actually show you the contact’s response! Scroll down through the response to read all the answers provided. Survey responses will also allow you to navigate back and forth between the stats for the Invite and stats for the Survey Response.

Qtip: Click the X to the right of a contact’s name to leave the timeline and return to the regular view of the directory.

Contact Actions

Contact actions can be accessed by clicking the wrench next to a contact’s name in the menu.

Wrench menu expanded

These actions include:

Attention: The tool icon to the left has similar options, but it doesn’t edit just your selected contact. It edits the entire directory. To only edit the contact selected, be careful to select the dropdown menu on the far-right!
Difference between icon-editing tools

Adding & Removing the Contact from a List

Adding a Contact to a List

  1. Select the contact(s) you wish to add.
    One contact is selected and the dropdown to the far-right reveals the option for Adding and Removing from Lists
  2. Click the options icon.
  3. Select Add to List.
  4. Select the list you wish to add them to.
    Selector for contact lists
  5. Click Add.

Removing a Contact from a List

  1. Select the contact(s) you wish to remove.
    One contact is selected and the dropdown to the far-right reveals the option for Adding and Removing from Lists
  2. Click the options icon.
  3. Select Remove from List.
  4. Select the contact list you wish to remove them from.
    Selecting lists
  5. Click Remove from X list(s).

Transactional Data

Attention: Newly created Transactional Data fields (i.e. fields that are being imported for the first time) can only be used in a survey if both a Contact Import Automation and a Distribution Automation are used and connected to the survey. For more information about linking these automations to your survey, read the Automations Best Practices page.

Say you are running a customer satisfaction program where you ask customers for their feedback after each time they visit your store. A single customer can fill out a customer satisfaction form many times, and you’re interested in seeing all of this data.

Typically when this data is saved as Embedded Data, every new response to the same field will overwrite the old data. However, the Transactional Data feature in XM Directory ensures that this data, while overwritten in the survey, is stored in one place for each contact.

Example: The customer Barnaby Smith is a contact in your directory. He has an Embedded Data field called Location equal to Provo, to indicate the store he just visited you at. While setting up your contact import automation, you decide that Location should be imported as field type Transactional Data, since Location changes often, and your goal is to have a historical timeline of customer interactions.

Over the following month, Barnaby visits your Lehi, American Fork, and Provo locations.  Each time your contact automation runs, it uploads new info into the directory, but Barnaby’s Embedded Data value for Location remains Provo. Instead, when you view his Transactional Data using the steps below, you see dates and times when Location has been marked as Lehi, American Fork, and Provo.

Viewing Transactional Data

Transactional data is included with other Touchpoint Timeline information.

  1. Select the contact(s) whose transactions you wish to view.
  2. Click the arrow on the right.
  3. Any touchpoint labeled Interaction is a transaction.
    Show details in blue on each module
  4. Click Show Details to learn about the values modified in this transaction.
  5. Fields will be listed on the days the transactions occurred. You will be able to look across transactions for changes.
    Transactional embedded data and their values

Using Transactional Data

Attention: Transactional Data requires Qualtrics’ API. Please check with you Qualtrics Account Executive to see if this integration is included in your license.

The following are links out to API documentation on Transactional Data.

Opt-out & Opt-in

Opting a contact out of the entire directory will prevent them from receiving any mailing from any list they are a part of. They also will not be able to receive emails sent to just them. You can reverse this at any time by opting them back in.

Qtip: You can also opt contacts out of individual mailing lists, allowing them to still receive other distributions!

Once you’ve selected the contact(s) you wish to opt out or opt in, click the dropdown and select either Opt-out or Opt-in.

Opt out button

A warning window will ask if you’re sure.

Opt in and opt out confirmation windows

Contacts can be opted-out on multiple different levels. Visit this support page to see how these levels interact with each other.

Opt-out Behavior

In Qualtrics, you can be opted-out of messages on multiple levels. This section will explain the various opt-out levels, and how contacts can be opted-in and opted-out of these levels at any time.


The directory contains all contacts for your organization. It is the highest level that a contact can be opted-out of.

When a contact is opted-in at the directory level, they will receive messages from you unless they are opted-out on a more specific level (e.g., the contact is opted-out of a mailing list).

When a contact is opted-out on the directory level, they will not receive any messages from you.

To change the opt-out status of a contact on the directory level, visit this support page.

Mailing Lists & Samples

Mailing lists and samples are collections of contacts in your directory. By default, contacts are opted-in to all mailing lists and samples they are added to.

When a contact is opted-in on the mailing list or sample level, they will receive messages sent to that list. However, the contact will not receive any messages if they are opted-out on the directory level.

When a contact is opted-out on the mailing list or sample level, they will no longer receive messages sent to that list. However, the contact could continue to receive other messages, either sent to the entire directory or to another list that the contact is in. Additionally, the contact could be removed from the list and readded, causing them to be opted-in again.

To change the opt-out status of a contact on a mailing list or sample level, visit this support page.


Segments are collections of contacts organized by their attributes.

When a contact is opted-in on the segment level, they will receive messages sent to that segment. However, the contact will not receive any messages if they are opted-out on the directory level.

When a contact is opted-out on the segment level, they will no longer receive messages sent to that segment. Additionally, if a contact is automatically removed from a segment (due to its attribute changing) and then added to the segment again, then the contact will remain opted-out.

To change the opt-out status of a contact in a segment, visit this support page.

Delete Contact

Deleting a contact from the directory removes them from the directory and all of the mailing lists they are in. Once you delete a contact, they are irretrievable.

Once you’ve selected the contact(s) you wish to delete, click the dropdown and select Delete Contact.

Under the dropdown, delete is last

Qtip: Deleting a contact will not delete any data they submitted in a survey.