From Asking to Knowing: How AI Is Replacing B2B Customer Surveys—Not If, but When
eglobalis
MAY 13, 2025
Similarly, when SAP acquired Qualtrics in 2018, it integrated the survey-based XM platform with operational data from its ERP/CRM systems, signalling the importance of marrying experience data with hard metrics. The trend is clear: contextual feedback (feedback combined with other data) is far more powerful than isolated feedback.
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