Use Qualtrics and Segment to collect customer feedback in real-time

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Personalization often represents the difference between a customer who wants to come back to your product and a customer who leaves in search of a better fit elsewhere.  But personal preferences can change as people interact with your brand. In order to truly personalize a customer’s experience, your understanding of them must update whenever their preferences do. That’s why leading companies use a CDP like Segment to combine all behavioral signals from an individual, including their feedback from Qualtrics, to enhance marketing activation. We especially supercharge activation of the data by combining the behavioral signals captured by Segment with the Qualtrics understanding of the experience.

In this recipe, we’re using the concept of a fitness company that offers workout videos for customers to follow along to at home. (Note: you can use this concept for many other cases, such as new account onboarding, online shopping experience, or educational tutorials.) We’ve noted that customers often fail to reach the end of the workout, so we’d like to create a single-question survey for the customer when this happens to help us understand the root cause of the customer’s dropoff.

Once the survey is created, our next step will be to ensure that the survey data can be passed back into the customer’s profile, so that we can use this feedback to drive personalization, analytics, and other downstream activations.

Assumptions:

• Segment tracking is implemented on your website or mobile app capturing customer behaviors in the form of Track calls and customer identification in the form of Identify calls

• The Qualtrics Segment destination is configured and connected to a website or mobile app source which generates contacts in the XM Directory for identified users

Step 1: Connect Qualtrics Destination with Twilio Engage

1. We will begin by connecting Qualtrics to your Engage space. 

2. In your Segment workspace, go to Connections > Destinations and select New Destination.

3. Choose the Qualtrics destination, and then pick “Configure Qualtrics >”.

    

4. Select your Engage space.

5. Name your destination “Qualtrics Engage Destination” or something similar.

6. Retrieve your Qualtrics API Token and Datacenter ID from your Qualtrics account. Or you may copy the credentials from your existing Qualtrics destination with the “Copy Settings” button.

7. Before continuing, ensure Enable Destination is toggled on.

Step 2: Create a New Audience in Engage and send it to Qualtrics

Next, we’ll create an audience in Engage consisting of users who abandoned a workout. This audience will then be sent to Qualtrics (which you’ve set up as a Destination) to trigger a Qualtrics workflow that contains a feedback survey. In this recipe, we are building an audience of users who joined a class but haven’t completed it in the last 7 days. 

1. Go to Engage > Audiences and build a new audience.

Note: You can build an audience from any of the events that are connected to Engage. This includes any track, page, or screen calls. You can also include custom traits, computed traits, and other audiences in the logic.  You can use the property button to refine the audience on specific event properties as well, such as indicating users that have not performed an event. You can also specify two different types of time-windows, within and in between. Within lets you specify an event that occurred in the last x number of days. In-between lets you specify events that occurred over a rolling time-window in the past.

2. Select the Destination(s) you would like to sync the Audience data to (in this case, Qualtrics).

3. Give your audience a name, such as "Started But Did Not Complete Workout Last 7 Days", and a description that allows you to identify your users inside Segment. Select “Create Audience” button.

4. In order to get the audience data flowing to Qualtrics, we will need to add a simple configuration to the integration. Click on the Qualtrics Destination tile within the Audience page.

5. Adjust the Qualtrics Destination Mapping by clicking “All settings", which is located above the toggles for "Send Identify" and "Send Track”.

6. Go to the Mappings tab. This is where Segment gives you the flexibility to define exactly how the data maps from Segment to Qualtrics. Click “New Mapping” and select “Create and/or update contact in XM Directory.

7. Filter for the specific Identify event that Engage triggers for each customer that enters the audience. (Note: The test event specific to the audience will be available after the newly created audience has finished computing.)

8. To activate the audience data in Qualtrics, complete the mapping by adding an Object.

9. This data maps to the “Embedded Data'' section in the customer’s directory entry in Qualtrics. Enter the “Key Name” and select the audience trait you calculated in the previous step. The Key Name is how the data will be labeled in Qualtrics. 

10. Click on Test to validate that the data mapping is correct, then Save. 

11. Ensure that the toggle for this mapping is turned on. 

The audience membership data point will now show up in the contact in Qualtrics, as seen below. You can also see full audience membership from within Engage.

Step 3: Create a Workflow and Survey in Qualtrics

Create a survey in Qualtrics to ask the customer why they abandoned the workout. In our example, we’ll keep it simple with one feedback request: 

1. “We noticed you did not complete this workout, we’d love to understand why!”

   1. Too Easy

   2. Too Hard

   3. Irrelevant Workout

   4. Other 

      1. Comment 

Create a workflow in Qualtrics to trigger a survey or any other type of Qualtrics intercept when a customer is part of workout abandoner audience. 

The workflow will leverage the audience membership data that synced from Segment. As you see below, the survey is using the “Abandoned Class” data point to qualify customers for this survey. 

Step 4: Set up Qualtrics as a Segment Source and Enrich the Profile

1. In your Segment workspace, go to Sources > Add Source.

2. Choose the Qualtrics source and then Add Source.

3. On the next screen, you’ll see your write key. Copy the write key, then update Qualtrics by following the instructions in the Qualtrics docs.

    

4. The Qualtrics source will allow you to choose the type of event that is being sent to Segment. Your options include:

1. Identify: Add traits about a user.

2. Track: Record actions and the properties of those actions.

5. For this recipe we will send Identify calls to Segment, which will enrich your customer profiles with the survey data results. These attributes and survey results can also be sent to downstream tools and warehouses for further analysis and activation.

Wrapping up

You did it! Now your customer’s profile is enriched with Qualtrics survey data and can be leveraged to personalize their next experience. In this recipe, you saw how:

• Segment audience membership triggers a targeted Qualtrics survey.

• The survey response is sent from Qualtrics to Segment, to further enrich the customer’s profile and route to over 400+ downstream tools in Segment’s integration catalog.

How else could you use this concept to achieve better response to customer feedback?