Kantar, the world’s leading brand intelligence business, has launched Kantar Experience Impact, powered by the Qualtrics® platform. The customer experience solution helps organisations connect customer experiences to brand strength and therefore decide where to invest for growth.

Many organisations measure customer experience, brand tracking and operational data separately. As a result they struggle to see which experiences make the biggest impact on their brand. Kantar Experience Impact brings those perspectives together so that leaders can clearly link customer experience decisions to brand outcomes.

The solution combines Kantar’s Meaningful Different Salient framework, which underpins decades of brand growth research, with Qualtrics’ Experience Management Platform® to show how experiences strengthen or weaken the perceptions that drive growth. It helps organisations benchmark performance against competitors, pinpoint what’s influencing consumers, and choose the actions most likely to strengthen brand equity.

For customer experience, marketing and insights leaders, this provides clear decision-making support:

• Which touchpoints influence customer perceptions the most
• Where competitors are creating strong experiences and how to close those gaps
• How to build a compelling case for experience investment that will positively impact brand growth.

Unlike traditional CX programmes that focus only on existing customers, Kantar Experience Impact combines the views of customers and non-customers to show how experiences shape brand perceptions across the whole market. It can also be enriched with voice of customer, operational and brand data so that organisations can understand what is happening and why.

Early deployments have shown that distinctiveness is won or lost in a small number of moments. In one pilot for a European telco, the perception gap was sharpest among first-year customers, pointing to onboarding as a decisive point in shaping how that brand is judged.

“We know that brands with meaningfully different experiences are 2.5 times more likely to significantly grow their market share. And while many organisations are collecting CX signals, too few understand how these shape their brand and connect to commercial outcomes. Kantar Experience Impact changes that. We’ve brought together Kantar’s expertise in understanding how brands grow with Qualtrics power and scale to give organisations that clear picture so that for the first time, leaders can see not only how they’re performing but exactly where to invest next for growth.” – Mark Chamberlain, Global Head of Customer Experience at Kantar.

“For too long, CX and brand teams have worked from different playbooks. Kantar Experience Impact brings them together. By pairing Kantar’s proven understanding of how brands grow with Qualtrics’ industry-leading Experience Management Platform, we’re giving organisations an integrated view of how every interaction shapes the way their brand is perceived, and the confidence to act on it. It’s a great example of what Kantar and Qualtrics can achieve together, and we’re proud to bring it to market on World CX Day.” – Adam Block, Chief Sales Officer, Qualtrics.

Kantar Experience Impact has been developed in partnership with Qualtrics and is available through the Qualtrics platform and marketplace. It supports sectors where customer experience strongly influences growth, including retail, financial services, telecommunications, healthcare, travel and hospitality, and any category where customer experience plays a critical role in growth.