Kantar TNS forms strategic alliance with Qualtrics to help brands provide better customer experiences

The strategic alliance hopes to to identify, optimise and activate customer insights for lasting engagement and maximum return.

WPP’s market research agency, Kantar TNS, has joined forces with Qualtrics to help brands put customers at the heart of their business.

The strategic alliance will combine Kantar TNS’s customer experience research, end-to-end platform implementation, smart analytics and activation, with Qualtrics’ experience management ‘PlatformTM’ to provide clients with holistic customer experience capability, delivered through integrated technology, to identify, optimise and activate customer insights for lasting engagement and maximum return.

In addition, for clients that tap into the wider Kantar and parent company WPP networks, the partnership will offer them access to brand insight, consumer data, market comparisons and industry intelligence.

“We live in an age where experiences are the key point of differentiation. For businesses, success comes from understanding customer expectations, tapping into their emotions and designing products and services which create positive, memorable experiences,” said Richard Ingleton, chief executive officer at Kantar.

“Our partnership with Qualtrics will allow our clients to truly embed a customer focus throughout their organisation and create strong customer relationships.”

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