Qualtrics built the experience management category. For years it was the safe pick for any CX team with a budget. In 2026, that safe pick looks expensive. Renewal quotes keep climbing while survey response rates keep falling. If you run a CX program, you've probably felt both.
Renewal Prices Are Rising Faster Than Budgets
Qualtrics doesn't publish enterprise pricing, so most teams only see the real number at renewal. Independent spend data puts the average enterprise contract at about $323,500 a year. Among the companies tracked, enterprise pricing rose roughly 30% year over year.
What a renewal looks like in practice
Duke University shared its renewal publicly. Its 2025 bill came in about 70% higher than 2024 and roughly 2.5 times its 2023 cost. The first proposal was even steeper. Duke now plans to move some survey volume to other tools.
When your bill jumps like that, your CFO will ask what you get back. That's a hard answer when half your modules sit unused. Our breakdown of the hidden costs of Qualtrics shows where the money goes.
- $323,500Average enterprise contract a yearSource: Independent spend data
- 30%Enterprise pricing rise, year over yearSource: Independent spend data
- 70%Higher 2025 bill than 2024Source: Duke University
Figures as cited in this article
Surveys Alone Miss Most of What Customers Say
Gartner found that 93% of customer service organizations run surveys, yet service leaders rate surveys as less valuable than other ways of hearing from customers. Low response rates make it worse. Gartner puts the average at 23%.
Customers are also giving less feedback after things go wrong. Qualtrics' own XM Institute saw an 8% drop in feedback after bad experiences. “We found that they're just sharing less feedback,” said Isabelle Zdatny, head of thought leadership at Qualtrics XM Institute.
Where the missing feedback lives
Your customers still talk. They do it in support tickets, chat logs, app reviews and sales calls. A survey-first platform treats that text as an add-on. Newer tools treat it as a main input, right next to your NPS analysis.
- 93%Service organizations that run surveysSource: Gartner
- 23%Average survey response rateSource: Gartner
- 8%Drop in feedback after bad experiencesSource: Qualtrics XM Institute
Figures as cited in this article
CX Quality Is Slipping, So Speed Matters
Forrester's 2025 CX Index dropped to an average of 68.3 in the US. That's the fourth straight yearly decline, and only 7% of brands improved. “CX quality continues to move in the wrong direction,” said Pete Jacques, principal analyst at Forrester.
Fast answers beat deep survey logic
When scores drop, you need to know why this week. Long setup cycles don't help. Neither do dashboards that only an admin can change. Teams want CSAT and NPS analysis that tags themes on its own and alerts the people who can fix the problem.
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What CX Leaders Are Choosing Instead
Most teams don't drop surveys. They move to a lighter platform built around CSAT and NPS analysis, then add support and review data on top. The common reasons are clear pricing and setup measured in days.
Run this check before your renewal
Pull your last 12 months of usage. Count the modules you used and the people who logged in. Compare that with your renewal quote. If the gap is wide, start a side by side trial. Our list of Qualtrics alternatives helps you build a shortlist. Our migration guide shows you how to keep your historical data. Want to see the difference on your own data? Book a demo.
Run this check before your renewal
- Pull 12 months of usage
- Count modules and usersThe modules you used and the people who logged in
- Compare with the quoteSet usage against your renewal quote
- Trial side by sideIf the gap is wide, start a side by side trial
Frequently asked questions
Why are companies leaving Qualtrics?
The two most common reasons are rising renewal costs and slow time to insight. Many teams pay for a full research suite when they mainly need CSAT and NPS analysis.
Is Qualtrics still a leader in voice of the customer software?
Yes. Gartner named Qualtrics a Leader in its 2025 Magic Quadrant for VoC Platforms. It fits large research programs well. Smaller CX teams often find it more than they need.
How much does Qualtrics cost per year?
Qualtrics doesn't publish enterprise pricing. Independent buyer data shows average contracts around $53,500 a year for SMBs and about $323,500 for enterprises.
What is a good alternative to Qualtrics for NPS analysis?
Look for a platform with automatic theme tagging, open-text analysis, CRM integrations and published pricing. Run a trial on your own survey data before you decide.
Can you export your data from Qualtrics before switching?
Yes. Qualtrics lets you export raw responses as CSV, TSV, XML or SPSS files. Export everything before your contract ends.
How long does it take to switch from Qualtrics?
Most CX teams plan the move around their renewal date. Running both tools in parallel for one survey cycle lets you compare scores before you cut over.
