Kantar has introduced Kantar Experience Impact, a customer experience solution built on the Qualtrics platform that is designed to connect experience performance to brand strength and growth.
The launch addresses a familiar gap in marketing organisations: customer experience, brand tracking and operational data are usually measured in separate systems. That makes it hard to know which experiences actually move brand perception, and therefore where to invest.
How Experience Impact works
The solution combines Kantar’s Meaningfully Different Salient framework—the model behind its brand growth research—with the Qualtrics Experience Management Platform. The result is a single view organisations can use to assess where experiences strengthen or weaken brand perceptions, benchmark against competitors and prioritise the actions most likely to build brand equity.
- Shows which touchpoints influence customer perceptions most.
- Benchmarks experience delivery against competitors.
- Includes customers and non-customers, not only existing buyers.
- Can combine voice-of-customer, operational and brand data.
- Identifies where experience investments are most likely to support growth.
Why the non-customer lens matters
Most CX programmes listen to the people who already buy from the brand. Experience Impact also includes non-customers, letting teams see how experiences shape perceptions across the broader market instead of only measuring retention and satisfaction among current users.
Early deployments suggest distinctiveness can be won or lost in a small number of critical moments. In a pilot with a European telecommunications company, the largest perception gap was found among first-year customers, making onboarding a key stage for shaping brand perceptions early in the relationship.
“Improved experiences are more likely to increase a brand’s market share by 2.5x,” said Anand Parameswaran, Executive Director and Lead (West India), Kantar.
What this means for marketing leaders
For CX, marketing and insights leaders, the operational shift is to stop treating brand tracking and customer experience as separate scorecards. That starts with finding the few moments where perception gaps are widest—often onboarding, purchase and service recovery—and measuring them against brand equity, not just satisfaction scores.
The timing matters as well. Many brands are being asked to prove that experience budgets create commercial value, not just warmer survey scores. Experience Impact is positioned as the evidence layer for that argument.
Adam Block, Chief Sales Officer at Qualtrics, said CX and brand teams have often worked from different playbooks. The combined solution gives them an integrated view of how every interaction shapes perception, and the confidence to act on it. Kantar and Qualtrics brought the product to market on World CX Day.
How to act on it
Marketers can take a simple next step: audit the three or four moments that carry the most brand risk, compare their experience delivery with competitors, and align both teams around the same metrics. The tool is available through the Qualtrics platform and marketplace, with an initial focus on retail, financial services, telecommunications, healthcare, travel and hospitality.
Source: MediaNews4U
