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Setup to capture X – data in Qualtrics Core-XM and blend with Operational data in SAP Integrated Business Planning

We capture product experience data using a survey hosted by Qualtrics XM product Experience tool. For customers to participate, the survey must be reachable to them as part of an experience – while shopping online or reading an email newsletter or a promotion in social media for example. It highly depends on the use case and customer experience you like to give. For simplicity, we distribute the Survey using an anonymous link in an online web shop. We used SAP CX (previously known as Hybris) for this purpose. We created an online store and exposed the Qualtrics Survey for customers to send their feedback. (See previous blog post).

Creating a set of questions to effectively capture product experience that could yield actionable insights is something not to be taken lightly. There are different key aspects to consider while creating a survey – example: How to keep the customer engaging and not boring while they take a survey, how to capture what exactly their experience was and how satisfied they were about the cost and usage of the product they purchased, etc. Not to forget, one must also help the customer understand how important their survey responses mean for the availability of the product.

Qualtrics Core XM makes this all very simple, by providing a set of pre-built survey questions as a template. These questions are carefully selected to be simple, altruistic and engaging. A set of growing blogs around product experience tell a lot of insights from various customer experiences which can be valuable for an engaging survey specific for your requirement.

Step 1 – Create a Survey

Sign in to your Qualtrics account and start by creating a new Project. Click on ProductXM and you would land on a set of templates designed around product research

Fig 2. Creating a Product Satisfaction Survey using Qualtrics Core-XM

Once you have given a project name, you would be able to select the set of questions from the Product Satisfaction Survey template. You can optionally add your own questions if there is a specific question you would like your audience to answer.

Step 2 – Embedded Data

We also like to collect the survey response for the product which was selected by the customer. Hence, we would like to pass the product ID to the survey form as well as to the target system which would contain the operational data for the same product. In Qualtrics Core-XM, it is possible to pass certain values to the survey questions dynamically as embedded data. We can also define rules which could validate a condition and map the data for example. In the below screen shot we can see how the product ID is defined as an embedded data, passed over to Qualtrics as a URL parameter and later validated for null values or mapped to a different value.

Fig 3 Product ID being captured from the Shopping Portal on to Survey

Step 3 – Distribute the Survey

After carefully selecting the questions, defining the data we like to collect and the conditions as a last step we need to distribute the survey. Depending on your organization, you might have several or limit set of customer interactions channels. At this step, it is important to decide which touchpoint would be the most valuable for your business case. We considered SAP CX (Formerly SAP Hybris) B2B Shopping portal. Here we can include the trigger to the survey behind a feedback button. We like to collect the experience customers have when they use or price worthiness of a product, to sense its demand in the future. As an example, we considered a Power tool as a product for which we like to collect the product satisfaction score.


Under the link Distributions, Qualtrics Core XM offers multiple options to distribute the Survey. With an anonymous link, it is possible to reach this survey from an external web application. We wrote a simple script to land on this anonymous link from a button click. SAP CX has a Smart Edit feature which is based on AngularJS Framework. It is possible to add a code snippet right behind the OnClick listener function for a feedback button.

Fig 4. Survey Distribution channels in Qualtrics Core-XM

In the Smart Edit screen, select the Store front you like to use and then select the page you want to edit. The Product page is a good choice to use as a touch point. Here we can add a button or reuse the existing one. We added a simple on click listener which would point to the anonymous link that was created in step 3

Fig 5. Smart edit on SAP CX

<button id="qtBut" onclick="qtClick()">Take a Survey</button>
function qtClick() {
document.getElementById("qtBut").style.color = "Red";
var str =document.URL;
var spl1 = str.split("/Power-Drills/")[1];
var spl0 = spl1.split("/")[0];
console.log(spl0);'' + spl0);

Here you can also see how the Product ID is captured from the page viewed by the Customer and passed as an Embedded data to the Survey form. In this way, it is possible to collect data for multiple products, locations, etc. In the next blog, we will see how we collect the survey responses in Qualtrics and prepare them to be digested in SAP Integrated Business Planning.

Domnic Savio Benedict