Data & Analytics
At the Qualtrics X4 conference, executives from Uber, Kaiser Permanente, and Dell Technologies noted that while AI simplifies data analysis, improving customer experience still requires human judgment. Kaiser Permanente used an experience management platform to uncover patient dissatisfaction with electronic consultations and completely overhauled the process; Dell Technologies found its self-service portal unable to handle complex inquiries for large purchases, necessitating rapid iteration to maintain credibility.
Ipsos' latest research indicates that cultural response bias makes customer experience survey results across countries incomparable, potentially leading brands to misjudge their own performance. The study suggests that companies without competitors can calibrate scores using expectation questions, while those with competitors should use relative rankings to evaluate performance.
Advertisers face a balancing challenge in maintaining brand relevance: being too conservative may lose buzz, while being overly active can invite risks. QuestBrand's report, using brand momentum metrics, analyzes cases such as Shein, Temu, Peloton, and Carhartt, pointing out that consumer trust and product quality are key to whether a brand can withstand storms.