Qualtrics Launches DXA Web Behavior Analytics Tool

Experience management platform Qualtrics has launched a solution called Digital Experience Analytics (DXA), allowing client organisations to create visual replays of consumers' behavior on the web. This includes frustration signals like error clicks, 'rage clicks' and 'mouse thrashes'.

Experience management (XM) specialist Qualtrics, acquired by investors and taken private earlier this year, provides solutions for clients to continually assess and improve the four 'core experiences': CustomerXM, EmployeeXM; ProductXM, and BrandXM. The new DXA solution uses proprietary AI to allow digital frontline teams to break down issues by customer segment; learn whether they are isolated to a specific browser, device type or product path; and match survey feedback to individual session recordings to get to the root of issues faster.

If for example a person is trying to buy a car online and has added all their desired features, but finds the 'confirm options' button won't work, Qualtrics says they may start 'rage clicking', or moving their mouse rapidly across the page out of frustration. DXA sees that behavior and immediately triggers a workflow to address the issue. Brands can combine this digital behavior data from DXA with other data sources - like profiles in Experience iD, sentiment data from surveys, and operational data like purchase history - and visualize customer experience trends in a single dashboard.

Brad Anderson (pictured), President of Product User Experience and Engineering, comments: 'In today's digital world, customers expect a positive, seamless and personalized experience across web and mobile properties. With Digital Experience Analytics and Experience iD, businesses can arm digital teams with the capabilities they need to capture and analyze the ever-expanding source of digital customer insights that could make the difference in capturing millions of dollars' worth of revenue'.

The company, which last month received a $500m investment from venture capital firm Accel, is online at www.qualtrics.com .