KPMG and Qualtrics form strategic alliance to strengthen customers' experience management

KPMG and Qualtrics support companies with an integrated offering

KPMG and Qualtrics support companies with an integrated offering

  • KPMG and Qualtrics support companies with an integrated offering for the AI-based collection and analysis of customer and employee experience data
  • The information obtained enables sustainably successful corporate management and improves the interactions of customers, employees and other stakeholders with the company 

Berlin/München, 25. April 2024

KPMG AG Wirtschaftsprüfungsgesellschaft is partnering with Qualtrics, the leader and creator of the Experience Management (XM) category, to help businesses drive productivity with XM through a greater knowledge of their business. XM maps how customers, employees and other stakeholders perceive their relationship with a company based on all interactions and aims to strengthen their loyalty and satisfaction.

The integration of KPMG's technological and specialist advisory expertise with the diverse applications of Qualtrics' AI-based data platform offers significant benefit to businesses. This enables customers to combine information on their customers' experience, employee engagement, product research, brand experience and market research in one central location, to analyse it and improve XM proactively. Qualtrics® accesses experience data from various systems including SAP, SuccessFactors, ServiceNow and Salesforce and records 3.5 billion interactions every year, including call centre conversations, chat transcripts, social media posts, product reviews, survey responses and much more. Current AI innovations from Qualtrics leverage a proprietary data repository, which is the world's largest database of human sentiment.

"We are thrilled to join forces with KPMG to help organizations in the DACH region better understand their customers and employees," says Guener Aksoy, head of Qualtrics EMEA Central. "Together with KPMG's expertise in advisory and implementation services, we are poised to deliver a fully managed experience that drives customer employee. This is a collaboration designed to empower businesses in DACH to improve their experience management and ultimately achieve better customer and employee experiences."

With this, KPMG and Qualtrics are responding to the growing demand for services. For example, 63%[1] of companies in the DACH region (Germany, Austria and Switzerland) are planning to invest in XM in the coming two years. "With this collaboration, we are responding to this development early on and supporting our customers across all industries with a customer and employee-centred corporate management," says Marc Ennemann, Head of Alliance Management and Value Chain Transformation at KPMG, explaining the partnership with Qualtrics.

About KPMG

KPMG is an organization of independent member firms with more than 273,000 employees in 143 countries and territories. In Germany too, KPMG is one of the leading auditing and advisory firms and has over 14,000 employees at 27 locations. Our services are divided into the following functions: Audit, Tax, Consulting and Deal Advisory. Our Audit services are focused on the auditing of consolidated and annual financial statements. The Tax function incorporates the tax advisory services provided by KPMG. Our high level of specialist know-how on business, regulatory and transaction-related issues is brought together within our Consulting and Deal Advisory functions. We have established teams of interdisciplinary specialists for key industries of the economy. These pool the experience of our experts around the world and further enhance the quality of our advisory services.

About Qualtrics

Qualtrics, the leader and creator of the experience management category, is a cloud-native software platform that empowers organizations to deliver exceptional experiences and build deep relationships with their customers and employees. With insights from Qualtrics, organizations can identify and resolve the greatest friction points in their business, retain and engage top talent, and bring the right products and services to market. Nearly 20,000 organizations around the world use Qualtrics’ advanced AI to listen, understand, and take action. Qualtrics uses its vast universe of experience data to form the largest database of human sentiment in the world. Qualtrics is co-headquartered in Provo, Utah and Seattle. To learn more, please visit

[1] p. 80 : Lünendonk study on XM 2023

Press contact

Alessia Gerkens

Corporate Communications
KPMG AG Wirtschaftsprüfungsgesellschaft

T +49 89 9282 4797