Drive personalized
experiences at scale
with XM Directory

Increase loyalty and spend with one system of record for all your experience data. XM Directory gives you the ability to understand customers better than ever before and deliver the personalized experiences they expect.

Understand customers
more with every interaction

XM Directory automatically builds rich profiles of customers, putting everything you’ve heard from them (feedback) alongside everything you know about them (operational data).

The Directory combines each customer’s feedback across channels with data such as demographics, loyalty program usage, purchases, service interactions, and more in one timeline view so you can fully understand their unique needs and improve their experiences at every turn.

Identify customer
segments and prioritize
experience improvements

You can manage millions of customers in XM Directory, so it’s easy to tier customers by lifetime value and identify detailed customer segments. Now you can give your product teams, customer care teams, advertising teams, and more the vital information they need to deliver personalized experiences to your best customers.

Deliver in the moments
that matter with connected
customer journeys

XM Directory automatically tracks customer interactions over time—allowing you to identify trends and see journeys in detail. As customers move from calling your service center, to providing feedback, to using your app, and more, you’ll finally have all the information you need to identify the critical moments where you need to act timely and at scale to keep customers satisfied and coming back.

Close the loop on
experience gaps with
XM Automated Actions

XM Directory is at the beating heart of the world’s leading System of Action for driving experience improvements. That means that you can automate any task or create any workflow. Automate data upload, create threshold alerts for a change in a business metrics, or send personalized communications or offers.


Give your teams
complete control over
your experience data

XM Directory serves as both one system of record for customers and as command central for your experience data. Industry-leading governance ensures that your teams can stay in control with the ability to:

  • Seamlessly integrate with other platforms like SAP Customer Data Cloud, Salesforce and more
  • Auto-sync contacts to keep them up to date
  • Manage contact frequency
  • Manage duplicates and opt-outs
  • Maintain multiple directories with separate permissions

XM Directory is used by
great companies

“We have 160 survey creators who send out 75,000 invites each quarter. With Qualtrics we can effectively engage all our customers without bombarding them, allowing us to maintain a 25% to 30% response rate.” — Autodesk

Ready to get started?