Experience Management
Seattle, WA / Provo, UT


Overall Rank: 16
Category: Customer Management
Category Rank: 1

Top 100 Software Companies of 2020


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Founded in 2002, Qualtrics is an experience management (XM) software company focused on improving four core areas of business interaction: customer, employee, brand, and product. Expanding beyond basic customer relationship management (CRM), Qualtrics’ XM platform measures experiential data across each metric, runs it through AI and machine-learning analytics, and provides actionable insights and tracks improvement.

CustomerXM covers everything the client sees and interacts with, allowing for an enterprise to stay connected and informed, while EmployeeXM provides utilities for tracking performance and incentivizing each team member. Product and Brand Experience tools enhance a company’s ability to create and market new ideas empowered by intelligent data, ensuring consistency and marketability. Qualtrics redefines the way a business incorporates experience as an asset with a single “System of Action.”

Qualtrics splits its headquarters between Provo, Utah, and Seattle, Washington, the latter of which is home to a namesake highrise. With more than 2500 employees at offices stretching across the world, the company still expects to grow its workforce substantially.

Its clients already include some of today’s most well-known brands, including BMW, Jet Blue, and Under Armour. In 2019, the company was acquired by SAP for $8 billion, counting on it as a powerful engine for the multinational software giant’s future growth.

Key Products

1. CustomerXM - Qualtrics automatically routes recommended actions to the people in the best position to make changes, helping organisations drive continuous improvement.

2. EmployeeXM - Don’t just listen to employees, take action. Improve the employee experience by deploying listening posts at every key employee moment, and deliver recommended actions to every people leader in the organisation.

3. ProductXM - Don’t simply measure product satisfaction post-launch. Take action on user testing feedback––from the features you develop to your pricing and packaging––and consistently launch breakthrough products.

4. BrandXM - Qualtrics to make smarter, faster brand decisions that increase customer loyalty, boost sales, and grow your market share.

5. CoreXM - Start your Experience Management journey with the right foundations. Hunt down and fix broken experiences across the business with a single System of Action for everything from customer insights to market segmentation.