Kantar has launched Kantar Experience Impact, a customer experience solution developed with Qualtrics, to examine how customer interactions shape brand perceptions and growth. It combines Kantar’s Meaningfully Different Salient framework with Qualtrics’ Experience Management Platform, bringing customer experience, brand tracking and operational data together to show which interactions matter most.
Organisations can use it to compare their experiences with competitors, spot performance gaps and assess where investment could influence brand equity. It also includes the views of non-customers, offering a read on perceptions across the wider market. Kantar said early deployments show a small number of interactions can have an outsized influence. In a pilot with a European telecom company, the biggest perception gap was among first-year customers, pointing to onboarding as a key stage.
Anand Parameswaran, executive director and Lead (West India) at Kantar, said the solution helps clients move beyond isolated CX metrics to a holistic view of how experiences influence brand equity. He added that improved experiences are more likely to increase a brand’s market share by 2.5x. Adam Block, chief sales officer at Qualtrics, said CX and brand teams have long worked from different playbooks, and the launch, timed with World CX Day, brings them together.
Kantar Experience Impact is available through the Qualtrics platform and marketplace. It is aimed at sectors where customer experience is a significant factor in brand growth, including retail, financial services, telecommunications, healthcare, and travel and hospitality. Voice of customer, operational and brand data can also be added to the analysis.
