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Qualtrics and Twilio are expanding their partnership and introducing a new no code connector that allows real-time data sharing and integration between the Twilio Segment customer data platform (CDP) and Qualtrics’ Experience iD (XiD). The combined view of operational engagement data like content engagement, purchases, user logins and cart abandonments in Twilio Segment with qualitative sentiment data like customer satisfaction and effort scores in XiD creates richer customer profiles and more actionable insights.
Personalisation is imperative for businesses today. Recent research, commissioned by Twilio, found that 62% of consumers expect personalisation, saying that a brand will lose their loyalty if their experience is not personalised — meanwhile, 49% will become repeat buyers if personalisation is offered. Empowered by this new integration, brands can use a unified combination of customer behaviour data and overall sentiment data, to create differentiated, personalised experiences that exceed consumer expectations.
“Twilio has world-class capabilities to capture interaction data and put it to use,” said Brad Anderson, president of Qualtrics Products and Engineering. “Our partnership combines the behavioural signals captured by Twilio Segment with Qualtrics XiD, providing customers with an understanding of the key factors impacting their customers’ experience by analysing both structured feedback and unstructured feedback using Qualtrics conversational analytics.”
“The combination of data from Twilio Segment and Qualtrics XiD has unlocked new visibility into our customer’s experience, removing silos in our data,” said Courtney Anderegg, lead customer insights analyst at Imperfect Foods. “With detailed and consistently up-to-date customer profiles, we were able to personalise outreach and improve the quality of our product for our customers.”
“One of the biggest obstacles businesses face in meeting customer expectations is siloed data. If you don’t have the full picture of your customer, how can you create a personalised experience for them?” said Kathryn Murphy, VP of Twilio Product Management. “Our partnership with Qualtrics unifies and democratises the customer data needed to deliver personalisation in real-time, and at scale. We’re excited to dive into how businesses can make the most of unified data at X4 Summit this week.”
Organisations often have important data scattered across multiple systems owned and managed by different teams. Disjointed data leads to an incomplete understanding of how to effectively root out poor experiences or inefficiencies within a business process or customer journey. Connecting disparate data sets in Segment and XiD in real-time would previously take weeks of expensive technical work to set up. Now, viewing these data sets together allows businesses to evaluate and respond to customer inquiries more efficiently and improve customer satisfaction and loyalty. For example, customer satisfaction data from XiD can be used to categorise customers into different segments. These segments can then be handled in a bespoke way, such as providing a white-glove experience for customers with a low-CSAT score, in downstream marketing or service destinations.
This is the first Qualtrics connector to a CDP that provides a no-code integration. This new connector builds on previous Qualtrics and Twilio integrations that make it easy to capture instant feedback via SMS or WhatsApp or automatically send Qualtrics Delighted surveys and sync response data in Twilio Segment.
