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XM Directory Respondent Funnel

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Attention: The Respondent Funnel can only be set up with assistance from Qualtrics, and it is only included with specific XM Directory licenses. In order to use this feature, you must have access to both XM Directory and CX Dashboards. If you are interested in the Respondent Funnel, reach out to your Account Executive or your Customer Success Representative to begin the implementation process.

About XM Directory Respondent Funnel

XM Directory users can visualize CX program metrics such as email open rate and survey response rate with the use of the Respondent Funnel. The Respondent Funnel allows XM Directory distribution and contact metrics, transactional data, Embedded Data, and even automation run status to be uploaded into CX Dashboards for transparency with all your key stakeholders.

Qtip: Any user with the Manage Directories and Use Respondent Funnel permissions will be able to enable the Respondent Funnel.
Attention: When the Respondent Funnel is mapped as a data source, the ability to export the data as a CSV or TSV is disabled by default. If you would like the ability to export dashboards with Respondent Funnel data as a CSV, this can be turned on for individual dashboards. Reach out to Qualtrics Support if you would like this functionality enabled for a specific dashboard.

Enabling Respondent Funnels for a User

Once Respondent Funnels are enabled for a brand, each user who wants to use the feature to build dashboards will have to complete the steps below.

Enabling the User Permission

Enable the user permission under Contacts called Use Respondent Funnel. Make sure you can also access and manage the directory.

Contacts section of user permissions. Use Respondent Funnel is last in Account Permissions list

Enabling the Dashboard

Before following these steps, make sure you are in the account you’d like to enable this feature for. If your brand has multiple directories, you must also make sure you are in the desired directory. You can enable the Respondent Funnel for multiple directories, but you must turn it on individually for each directory.

Qtip: Any user with the Manage Directories and Use Respondent Funnel permissions will be able to enable the Respondent Funnel.
  1. Go to your directory by clicking Directories.
  2. Select Directory Settings.
    Back to respondent funnel section of directory settings (not dashboard). Add field button in blue text, creates fields for adding additional directory fields
  3. Select Respondent Funnel.
  4. Click Enable Dashboard.
Qtip: The Enable Dashboard button disappears once the user has permission to start using Respondent Funnels in their account’s CX Dashboards.

Mapping Funnel Data

Qtip: XM Directory Respondent Funnels only report on data collected after the feature has been enabled for your brand. Once it’s enabled, all data collected afterward can be reported on, regardless of when you turned it on for a specific user or when you mapped your data to a specific dashboard.

Attention: Dashboard data is retained for at least 13 months. When the most recent timestamp of a respondent funnel event is 13 months old, the event will be deleted from the dashboard.
For example, if a survey is started in September 2019 and finished in October 2019, the most recent timestamp for this funnel event would be October 2019. This event will then disappear from your dashboard in December of 2020.
Qtip: Depending on size, dashboards containing a Respondent Funnel source may only be able to be recached once every 24 hours. Recaching is triggered whenever fields in the Dashboard Data are changed, added, or removed. We recommend making all of your Dashboard Data modifications at once, when possible.
Attention: Before you can start building a dashboard about your XM Directory, you’ll need to map your funnel data to your dashboard. Your funnel data may be mapped into a dashboard with up to five other survey data sources.

In order to map your funnel data to the dashboard, follow the steps below.

  1. Go to your Dashboard Data in the settings.
    Dashboard Data section of the dashboard settings
  2. Click Add Source.
  3. Hover over External Datasources.
  4. Select the funnel data for the directory you want to map.
    Qtip: If you have multiple directories, you will have multiple options here, provided you have enabled the respondent funnel on each of these directories.
    Qtip: If you recently enabled the Respondent Funnel for your directory, this funnel data may not appear in the menu for some time. This step may take several minutes to two hours.
  5. Deselect any fields you do not want to include, then click Add.
    Add source window that opens over dashboard has many checkboxes to select fields you want to map, or deselect ones you don't want to map. Lowe right is the green button you use to proceed once finished this step

Attention: New distribution events do not immediately appear in the dashboard and may take 24 hours to be included in reports.

Qtip: If you want to report on response rate or completion rate, you will need to create custom metrics in your dashboard. See Response Rate & Completion Rate for more information.

Default Fields

Special Considerations for Fields

  • When making email distribution calculations (e.g., Email Bounced, Email Opened, Email Sent), the Respondent Funnel will consider all email types. To limit what emails are used in these calculations, add a filter for the Distribution Category field and filter by your desired email type. More information about the Distribution Category field can be found in the table below.
  • To view data for a specific survey, you’ll need to add a dashboard filter based on Survey ID. We recommend recoding your Survey IDs to their corresponding survey name to make filtering easier.
  • Survey Finished and Survey Partial Recorded are separate fields within the Respondent Funnel. Survey Finished only includes complete responses and does not include partial responses.
  • Email Sent and Email Blocked are separate fields within the Respondent Funnel. This provides a more detailed record of what happened with each sent distribution.

Default Fields Overview

Many fields will be mapped into your dashboard by default. The Field Type listed here is what fits the field the best; you may need to recode fields somewhat after mapping. See the tables below for all the fields that will be mapped in by default.

For Number Sets, the value will be 0 to imply the opposite of the description occurred. Remember Number Sets can be recoded to Text Sets to add more intuitive labelling.

Available Email Fields

Field Name Field Type Description
Bounce Type Text Set If your message bounced, indicates if it was a hard of soft bounce.
Email Blocked Number Set 1 if the distribution was a duplicate. Duplicate emails are the same message, subject line, and recipient as another email sent within a 12-hour window.
Email Blocked Time Date DateTime that the email was blocked by the recipient.
Email Bounced Number Set 1 if the sent distribution bounced. Bounced emails left Qualtrics, did not reach the recipient’s inbox, and were returned to Qualtrics servers.
Email Bounced Time Date DateTime that a distribution bounced.
Email Duplicate Number Set An older field that is no longer used.
Email Duplicate Time Date DateTime that a distribution was determined a duplicate and not sent.
Email Failed Number Set 1 if the distribution was attempted but failed to send. There are many reasons why emails can fail. The most common reason is an incorrectly formatted email address.
Email Failed Time Date DateTime that a distribution failed to send.
Email Opened Number Set 1 if the distribution was opened after being sent out.
Email Opened Time Date DateTime that a distribution was opened by the recipient.
Email Sent Number Set 1 if Qualtrics completed the distribution. Email Sent includes email survey invitations and Reminder & Thank You emails, as well as SMS invitations.
Email Sent Time Date DateTime that a distribution successfully sent.
Email Skipped Number Set 1 if this distribution was not sent due to contact frequency rules.
Email Skipped Time Date DateTime that a distribution was not sent due to Contact Frequency rules.
Invalid Email Format Number Set 1 if this row had an invalid email address format.
Invalid Email Format Time Date DateTime the email format was determined invalid.

Available Distribution Fields

Field Name Field Type Description
Distribution Category Text Set Indicates the category of email that sent. Values include Invite, Thank You, Reminder, and Other. You can add this field as a dashboard filter to easily allow you to filter based on different categories of emails.
Distribution Channel Text Set The method used to distribute your message. Possible values include Email, GeneratedLink, Intercept, SMS, Unknown, and WhatsApp.
Distribution ID Text Set Qualtrics Distribution ID. This value will be blank if no distribution was scheduled for this transaction.
Distribution Type Text Set Indicates the type of distribution that sent. Since there are many different distribution types, there’s a large set of possible values for this field.

Available Contact Fields

Field Name Field Type Description
Contact Directory Subscribed Number Set Indicates if the contact is subscribed to the directory. 1 if subscribed and 0 if unsubscribed. Note, this will only update if the contact unsubscribes via the opt-out link in their email invitation. Manually changing a contact’s subscription status will not update this field.
Contact Directory Subscribed Time Date DateTime the contact subscribed from your directory.
Contact Directory Unsubscribed Number Set Indicates if the contact is unsubscribed from the directory. 1 if unsubscribed and 0 if subscribed. Note, this will only update if the contact unsubscribes via the opt-out link in their email invitation. Manually changing a contact’s subscription status will not update this field.
Contact Directory Unsubscribed Time Date DateTime the contact unsubscribed from your directory. This value will be blank if the contact is still subscribed.
Contact ID Text Value Qualtrics ID for the individual contact.
Contact List Subscribed Number Set Indicates if the contact is subscribed to the contact list. 1 if subscribed and 0 if unsubscribed. Note, this will only update if the contact unsubscribes via the opt-out link in their email invitation. Manually changing a contact’s subscription status will not update this field.
Contact List Subscribed Time Date DateTime the contact subscribed to the contact list.
Contact List Unsubscribed Number Set Indicates if the contact is unsubscribed to the contact list. 1 if unsubscribed and 0 if subscribed. Note, this will only update if the contact unsubscribes via the opt-out link in their email invitation. Manually changing a contact’s subscription status will not update this field.
Contact List Unsubscribed Time Date DateTime the contact unsubscribed from the contact list. This value will be blank if the contact is still subscribed.
Directory ID Text Set Qualtrics Directory ID. This can be helpful for differentiating between multiple directories.
Email Address Text Value Email of the XM Directory contact.
External Data Reference Text Value The External Data Reference of the XM Directory contact.
First Name Text Value FirstName of the XM Directory contact.
Language Text Set Language of the XM Directory contact.
Last Name Text Value LastName of the XM Directory contact.
List ID Text Set ID of the mailing list the contact was added to.
Phone Number Text Value Phone number of the XM Directory contact.
RecipientID Text Set The contact’s ID within a specific mailing list.

Available Survey Fields

Field Name Field Type Description
Response ID Text Value Qualtrics Response ID; blank if no survey response was collected for this transaction.
Survey Finished Number Set 1 if the recipient finished the survey.
Survey Finished Time Date DateTime that the contact clicked the final “Submit” button to complete the survey.
Survey ID Text Set Qualtrics Survey ID. This value will be blank if no distribution was scheduled for this transaction.
Survey Partial Recorded Number Set 1 if the survey is an incomplete response.
Survey Partial Recorded Time Date DateTime the incomplete response was recorded.
Survey Response Screened Out Number Set 1 if the recipient was screened out of the survey.
Survey Response Screened Out Time Date DateTime that a contact was screened out of a survey.
Survey Started Number Set 1 if the recipient started the survey.
Survey Started Time Date DateTime that the contact started the survey.

Available Automation Fields

Field Name Field Type Description
Automation ID Text Value Qualtrics Automation Run ID. This field is used for custom Qualtrics implementations. If you do not have a Qualtrics implementation, we recommend that you do not use this field.
Contact Create Failed Number Set 1 if the contact was unsuccessfully created as the result of an import.
Contact Create Failed Time Date DateTime that a contact was unsuccessfully created as a result of an import.
Contact Update Failed Number Set 1 if a contact failed to be updated.
Contact Update Failed Time Date DateTime that a contact was not successfully updated as a result of an import.
File Name Text Set Name of the automation source file that this transaction was imported from.
Import Row Filtered Number Set 1 if automation filtered out (did not import) this row.
Import Row Filtered Time Date DateTime that a row was filtered by the automation. This value will be blank if the row was not filtered.
Import Row Invalid Number Set 1 if automation rejected this row as invalid.
Import Row Invalid Time Date DateTime that a row was considered invalid by the automation. This value will be blank if the row was not filtered.
Import Row Success Number Set 1 if automation attempted to import a row and the import succeeded.
Import Row Success Time Date DateTime that a row of the automation was imported into XM Directory.
Row Number Text Value Row number in the automation source file that a given transaction was imported from.
Transaction Created Number Set 1 if a transaction was created for this row.
Transaction Created Time Date DateTime that a transaction was created.
Transaction Create Failed Number Set 1 if the transaction failed.
Transaction Create Failed Time Date DateTime that a transaction failed.
Transaction ID Text Value Qualtrics Transaction ID.

Available Filter Fields

Field Name Field Type Description
Filtered Category Text Set Categories are: Duplicate, NoDistributionSettings, NoLookup, Excluded, BadDistributionDate, ImproperFormat, MissingRequiredColumns, and OverQuota.
Filtered Reason Text Set An additional clarifying message about the category will be included with categories Excluded and MissingRequiredColumns.

Miscellaneous Fields

Field Name Field Type Description
Record Date Date DateTime that the record was recorded in the Respondent Funnel fieldset. The Record Date field can be nice for some users because all the different event dates are aggregated into one place; however there is a small lag between the event’s occurrence and when it is actually recorded in the fieldset. If users want to use the most accurate information, it is best to use the event-specific fields like Email Sent Time, Email Skipped Time, etc.

 

Enabling Additional Fields

In order to report on transactional data or contact embedded data not included in the default fields, you will need to complete the following steps.

You should try to complete this step before users map their Respondent Funnel data, but it’s okay if you don’t. If data has already been mapped, then these fields can be added as new fields to Dashboard Data.

Qtip: If a contact’s directory field values are updated after the generation of the Respondent Funnel, the new values will not be reflected in the Respondent Funnel. The contact’s directory data will not update in the Respondent Funnel retroactively.
Qtip: Enabling additional fields is useful if you have an SFTP contact import automation running and want to report on the fields imported or updated in the automation.
  1. Go to your directory by selecting Directories.
  2. Go to the Directory Settings.
    Change fields button bottom of respondent funnel settings in xm directory
  3. Select Respondent Funnel.
  4. You may need to select Change Fields.
  5. Click Add Field.
    Adding transaction data
  6. Determine if the field you’re adding is transactional data or embedded data.
  7. Type the name of the field. Be careful to use the exact same spelling, capitalization, and spaces.
  8. Click Add Field to add another field.
    Shows editing the fields you can add, and the remove button next to each field, the add field button at the bottom of all the fields, and the enable changes button below that

    Attention: You can remove and add new fields as you need, but you can have no more than 50 fields at one time.
  9. Click Remove to remove a field from the Respondent Funnel.
  10. Click Enable Changes to add these fields as possible Fields mapped in a Respondent Funnel.

Please note that fields added here are not retroactive. The Respondent Funnel can only report on data fields that were configured when a distribution originally sent. If a data field is added here after a distribution has already sent, you will not be able to report on the data field for that distribution. However, you will be able to report on that data field for future distributions.

Using the Respondent Funnel Template

After you map your funnel data into a separate dashboard, you can technically build your dashboard however you want. This template is meant to make things easier by providing a complete report with a clean, strategic layout for your data.

    1. Go to your dashboard. Make sure you are in editing mode.
    2. Click the new page button.
      Adding page from template to dashboard
    3. Select Page From Template.
    4. Select the Distribution Funnel template.
      Window where you choose fields
    5. Select the funnel data for the directory you’d like to report on.
      Qtip: If you have multiple directories, you will have multiple options here, provided you have enabled the respondent funnel on each of these directories.
    6. Click Create.
Qtip: The response rate metric includes all sent emails. To look only at invites, add a filter for Distribution Category and filter by Invite.