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SAP acquires Qualtrics in $8bn deal to deliver stronger brand and customer experiences

November 12, 2018 / James Bourne

SAP has announced the acquisition of research management software provider Qualtrics for $8 billion (£6.2bn) with the aim to ‘deliver the transformative potential of experience and operational data.’ Qualtrics, based in Utah and Washington, offers a platform which enables organisations to conduct internal and external surveys, gauging customer experience, employee expectations and brand advocacy. With SAP claiming its software is involved to some degree in more than three quarters of the world’s transactions, the two companies say their combined product sets will offer unparalleled reach into the decisions behind them. “The combination of Qualtrics and SAP reaffirms experience management as the groundbreaking new frontier for the technology industry,” said Bill McDermott, SAP CEO in a statement. “SAP and Qualtrics are seizing this opportunity as like-minded innovators, united in mission, strategy and culture.