8bill for a survey tool? Really?

Tidying some old emails I found a number from a few years ago where I always included the below link in my email signature:

http://www.rypple.com/iangardner/pleasegivemeyourfeedback 

Rypple had the excellent idea of making continuous feedback easier and would quickly be bought up by SalesForce (at around the same time SAP bought SuccessFactors).

It’s then interesting to see SAP go big with their more recent acquisition of Qualtrics.

With Qualtrics the talk is of an “experience management platform” – something which of course aligns with the full ‘digital transformation’ buzzword bingo. This is where the challenge comes, is a tool like Qualtrics simply its core functionality (which has multiple competitors) compared to the value in existing customer bases (as this article mentions)?

I’ve briefly used Qualtrics tools in the past but the fee seems huge and the you suspect that the people/data as a product age is really upon us with this expensive deal.