“Experience management provides insights that help companies shape better experiences for employees and customers,” said Qualtrics CEO Zig Serafin. The engine that drives it is personal data drawn from millions of employees, customers, and citizens.
Qualtrics has a mission to collect personal data to improve your work and customer experiences — but what does that mean?
If you’re acquainted with Qualtrics at all, it’s probably because you’ve taken a survey built on the company’s platform. Qualtrics has become a multinational corporation with 26 offices across the globe and over 5,000 employees valued at around $18 billion by offering “experience management” to some of the world’s biggest corporate brands.
Qualtrics, instead, will work with a company like Spirit Airlines to collect data about each step of your experience — a survey about buying your ticket, a kiosk to collect your reactions to the check-in process, and so forth. Angel sees many risks from less transparent descriptive data collection, like that drawn from cookies — from simple failure to gain consent to dangerous inferences designed to manipulate your emotional and cognitive vulnerabilities.“Prescriptive data just collecting feedback doesn’t share these same vulnerabilities,” Angel said.
Alexis Lopez, who manages people, data and analytics for Qualtrics, grew up in Utah and returned to the state seven years ago to work for the company. “Honestly, I never thought I’d return to Utah in a million years.” Improving human experience also shapes how Qualtrics interacts with the communities it serves throughout the world and in Utah.
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