The tool, called Kantar Experience Impact, is supported by the Qualtrics Experience Management platform and seeks to bring CX, brand tracking and operational data together to link CX decisions to brand outcomes.

Kantar Experience Impact helps organisations to benchmark performance against competitors, identify factors that influence consumers and select actions to strengthen brand equity.

The tool is available through the Qualtrics platform and marketplace. It focuses on sectors where CX plays a key role in growth, such as retail, financial services, telecommunications, healthcare, travel and hospitality.

Mark Chamberlain, global head of customer experience at Kantar, said: “We know that brands with meaningfully different experiences are 2.5 times more likely to significantly grow their market share. While many organisations are collecting CX signals, too few understand how these shape their brand and connect to commercial outcomes.”