Quick Start Guide for Faculty & Students:

Qualtrics / Experience Management

SAP University Alliances

August 2021

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 Content of ‘Quick Start Guide’

▪ What is Qualtrics?
▪ Why is it important?
▪ Examples of customer use
▪ Quick Start: Learning Journeys
▪ Learning Objectives
▪ Introduction assets
▪ Case study
▪ Exercises / Tutorials
▪ Overview of learning resources

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What is Qualtrics?
 What is Qualtrics?

• Qualtrics is a software solution for experience management that helps to identify experience
gaps and create new experiences.
• Qualtrics is capturing, analysing and acting upon X-data.
• "X-data" is experiential data or the human factor data that include beliefs, emotions and sentiments.
This data can come from anywhere as e.g. social media feeds, product reviews, call center
recordings or direct responses (surveys).
• As Qualtrics is part of the SAP solutions for intelligent enterprises, businesses can easily
connect the X-data to O-data.
• "O-data" is operational data from businesses e.g. about their finance, HR, records and activities.
• As a result, businesses have a holistic understanding of human experiences and can act within
their operations to resolve experience gaps or create new experiences.
• The core areas to apply Qualtrics are for employees, customers, products and brands.
Discover more about Qualtrics and Experience Management

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 The Platform for Intelligent Enterprises

85% 15%

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 KEY ELEMENT
Experience Management.

BUSINESS NETWORK

BUSINESS PROCESS
ACROSS ALL FUNCTIONS

BUSINESS PROCESS INTELLIGENCE

SENTIMENT COLLECTION ACROSS ALL TOUCHPOINTS

EXPERIENCE MANAGEMENT

CUSTOMER EMPLOYEE PRODUCT BRAND

APPLICATIONS INTELLIGENT SUITE INDUSTRY CLOUD

SUSTAINABILITY MANAGEMENT

TECHNOLOGY BUSINESS TECHNOLOGY PLATFORM

INFRASTRUCTURE SAP DATA CENTER HYPERSCALER

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Why is it important?
Qualtrics is important, because it sets
focus on where to execute to close
experience gaps.
 Closing Experience Gaps

• The experience gap is the difference

between what people expect and actually
receive.
• To bridge experience gaps, you need to
deliver personalization in massive scale
• If you are strong in managing experiences
you receive a competitive advantage that
helps driving higher prices, repeat
purchases, happy stakeholders and viral
Word of Mouth
• e.g. coffee as a product vs experience
(coffee from regular street store vs
Starbucks)

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Deliver personal,
trusted and connected
customer experiences
 Delight Customers

80% of CEOs believe they are delivering a

superior experience – but only 8% of
customers agree.
Companies excel when they pay attention to
both operational performance and customer
feelings.
• Customers who are highly engaged with a
brand make 90% more frequent
purchases
• Highly engaged customers spend 60%
more per transaction
• A 5% increase in customer retention can
lead to 95% increase in profits

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 What is the Experience Economy?

The concept of the experience economy was first

unveiled in 1998 in a Harvard Business Review article
by B. Joseph Pine II and James H. Gilmore. The
authors described it as an emerging era when
economic value would no longer be determined
primarily by products and services. The reason? A
globally connected economy would make it easy for
competitors to quickly duplicate offerings.
Businesses should instead create experiences,
which are much tougher to imitate.
Some 20 years later, most business leaders agree
that experience is paramount. But few companies
have yet mastered it. It requires a drastic shift in
mindset, in which the emotions and behaviors of
the human beings who interact with a business
become the main determinants of value.
Source: SAP Insights: 4 Traits of Experience
Economy Masters
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Keep employees
engaged and increase
organizational agility
 Inspire Employees

• Retain top talent and boost employee

satisfaction by understanding every aspect
of their experience – including family, time,
and health factors that affect performance.

• Employee experience is key to business

success:
• Organizations that focus on overall employee
engagement deliver 3x more revenue per
employee.
• Companies that focus on employee experience
have 40% lower turnover than the average
organization.
• Employees who feel their employer acts on
their feedback are 12x more likely to publicly
advocate for them.

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How SAP Customers are solving
business problems with Qualtrics &
Experience Management?
 Under Armour
Product Experience

"With our HOVR line, we’ve gained a foothold in a

space we didn’t have before. Now we can do that
again, and again, and again.” Clay Dean, Chief
Innovation Officer, Under Armour

The challenge: Under Armour’s ability to scale its

product testing program was hampered by
technology limitations and a lack of testers.

With a centralized directory on the SAP Qualtrics

platform, Under Armour quickly went from about 100
product testers to over 10,000. Within days, athletes
are providing real-time feedback that’s effortless to
share across the development, design, and marketing
teams. Following this approach, Under Armour
developed the HOVR Infinite shoe for runners, which
received a 2019 Runner’s World Recommendation
Award.

Discover more
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 Cirque Du Soleil
Customer Experience
"Technology when it is pushed far enough is
indistinguishable from magic.” Frank Helpin, Senior
Director Innovation, Cirque du Soleil Entertainment
Group

The challenge: Cirque du Soleil wanted to find a better

way to engage with its fans and spectators before the
show and create an immersive experience before guests
take their seats.

Cirque du Soleil and SAP created innovative fashiontech

outfits that require audience interaction and input to
provide a personalized experience.

• The fragrance outfits blend custom fragrances for

individuals to create a scent that matches their
personality.

• The elixir outfits create a custom beverage based on

individual preferences, mixed and dispensed within
the outfit itself.

Discover more via this innovation award pitch and video

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 Técnológico de Monterrey
Employee Experience

“We are able to listen to our people, understand

what they need, and take action to help ensure
we have a happy, engaged, and motivated
workforce.” Hernan Garcia, Employee Experience,
Instituto Tecnológico y de Estudios Superiores de
Monterrey

The challenge: Tecnológico de Monterrey is a large

university system with 26 campuses in Mexico. They
needed to improve the employee experience and
give faculty opportunities to grow – so they can in
turn offer better educational experiences to students.

While they did not only succeed in creating a

culture of trust, they also leveraged technology to
become the first university in Mexico to switch to
virtual learning in one week as COVID-19 forced
them to suspend classroom studies.

Discover more via this XM video introduction, news

article about culture of trust and this video on
switching to virtual learning in one week.
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 BMW
Customer Experience

“The XM platform is the right technology to match our

vision of making every experience as good as our
product experience.”
Craig Westbrook, VP, BMW of North America

The challenge: BMW’s repurchase rates and the number of

owners returning to the dealership for service were both
down. Its reengineered customer satisfaction program took
a full suite of loop is closed to the customer’s satisfaction.

With SAP Qualtrics, BMW started a customer experience

initiative in 3 regions. In North America, below-standard
customer interactions measured via a questionnaire trigger
an automated ticket that tracks actions and empowers
dealership employees to close the loop with customers. In
Northern Europe, it reads every customer comment on a
daily basis and responds back to the customer within 24
hours, and resolve the issue within 5 days. In Japan, it
transformed its research program into a full-scale customer
experience management program that allows to easily
deliver real-time insights to the corporate team and the
entire dealer network.

Discover more via this video:

https://www.qualtrics.com/customers/bmw/

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 MIND THE GAP:
Qualtrics can help you to fill
the gap – to meet and exceed
your customers’ and
employees’ expectations – but
first, you need to know what
you want to learn & improve …
and whether you are ready and
willing to … CHANGE

Picture taken from Wikipedia, Benutzer:Archer2000 - Dieses Bild habe ich im Mai 2004 selbst fotografiert., CC BY-SA 3.0, https://de.wikipedia.org/w/index.php?curid=804204
Quick Start – Learning Journey:
Qualtrics & Experience Management
 Qualtrics Experience Management
Didactic Concept

Learning Objectives Learning Characteristics

▪ Introduction to Qualtrics Experience Management Learner Type Novice
▪ How to create/build and distribute surveys Level / Academic Degree Bachelor, Master
• Identify and resolve experience gaps and create new experiences
Learning Method Step-by-step instructions, self-paced

Language English

Learning Scenarios System Functionalities, Model Company and Dataset

▪ Video tutorials
▪ Qualtrics Platform, basic functionalities and templates
▪ Practicing with a free Qualtrics Trial Account

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 Qualtrics Experience Management: Learning Journey
Start with an overview (2h)

Watch the openSAP XM

overiew course (2h)

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 Qualtrics Experience Management: Learning Journey
Experience the XM Basecamp, create your free Qualtrics trial account, and earn your first XM certificate (12h)

Register at the free

XM Basecamp (5min)

Learn to Use Qualtrics CX

(2h15min)

Earn the Qualtrics Platform

Essentials Certification
(5h Learning Journey,
optional: 2h 20min Exam – at $100)

Create your free Qualtrics Use your free Qualtrics

Trial Account (5min) Trial Account in parallel to
the course (2h15min)
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 Qualtrics Experience Management: Learning Journey
Experience the XM Institute and conduct your first survey (8h)

Visit the XM Institute

(15min)

Distributing CX Surveys
(3h)

Use your free Qualtrics

Designing CX Surveys Trial Account (2h20min)
(2h20min)

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Overview of XM Learning Resources
 SAP Experience Management
Overview of Learning Resources

SAP Qualtrics/XM Website https://www.qualtrics.com

SAP Qualtrics Solution Brief https://www.sap.com/products/experience-management-xm.html
SAP Qualtrics Company Profile https://www.qualtrics.com/about/

SAP Qualtrics Product Roadmap https://www.qualtrics.com/product-updates/

Customer Success stories https://www.qualtrics.com/customers/

Booklet
Qualtrics Learning Journeys https://basecamp.qualtrics.com/page/all-content

Qualtrics Trial https://www.qualtrics.com/free-account/

Qualtrics XM Institute https://www.qualtrics.com/xm-institute/

Qualtrics video tutorial https://www.qualtrics.com/resources/

openSAP course https://open.sap.com/courses/xm1

Qualtrics XM Community https://www.qualtrics.com/community/

Qualtrics XM Community: Discussions https://www.qualtrics.com/community/discussions

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Have fun trying
SAP University Alliances team
Email: [email protected]

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