Technology

Re/Max using Qualtrics surveys to get feedback from brokers and agents and launch tailored Web content

Franchisor needed a way to measure satisfaction across various products, websites and services

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Real estate franchisor Re/Max LLC has picked Qualtrics, an enterprise survey technology provider, to help Re/Max collect, analyze and act on data generated by the company’s customers — real estate brokers and agents — using the cloud-based Qualtrics Research Suite.

The Qualtrics Research Suite provides Re/Max with more than 100 built-in, interactive question types with rich media capabilities; reporting functionality that includes more than 30 different graph options, data filter and drill-down features; and graphic, video and audio embedding features, the companies said.

Re/Max is also using Qualtrics’ Web targeting solution, Site Intercept, to create and launch real-time, tailored Web content without the need for assistance from its IT department.

Site Intercept allows the Re/Max marketing team “to react swiftly to customer demand by creating and launching new, targeted content in 30 minutes or less, increasing engagement, improving the experience and fostering customer loyalty,” the companies said.

Re/Max says it launched several consumer-facing properties in 2012, and needed a way to measure satisfaction across its various products, websites and services.

“Without any formal IT training, Qualtrics Site Intercept allows our marketing team to quickly gather insights from website visitors and customize campaigns, while Qualtrics Research Suite helps us better understand the voice of our customers, so we can provide them with the best experiences possible,” said Re/Max’s technology strategy officer, John Smiley, in a statement.

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Danielle Wanderer, head of marketing for Qualtrics, said global firms must understand customers’ needs and wants in order to generate “the positive, rewarding and brand relevant experiences that produce lifelong customers. Re/Max understands this imperative. We are delighted that Qualtrics can provide the enterprise survey technology required to access the real-time insights needed to thrive in today’s highly competitive markets.

Founded in 2002, Qualtrics says it serves more than 5,000 enterprises worldwide, including half of the Fortune 100 and 96 of the top 100 business schools.