CX to XM: Propelling Humanity & Intelligence

As you have hopefully seen, I’m now running the Qualtrics XM Institute, where we will be producing easy-to-consume, compelling content and training that both inspires business leaders with experience management (XM) possibilities and helps them drive value from their programs. Many people have asked me recently about why we’re now focusing on XM instead of on customer experience (CX).

The quick answer is that we are still focusing a lot on CX. It will continue to be a critical component of our work. The longer explanation for this CX-to-XM transition requires me to first break down how these two domains work together.

I’ve had the opportunity to lead the CX movement for many years now, and I’m very proud of what we’ve been able to accomplish together. While CX still has a lot of room for improvement, the discipline now has a robust set of repeatable skills and practices, which are being used by a growing—and increasingly capable—community of CX professionals. We’ve come a long way over the last decade!

When I take a step back and think about how CX has changed the way leading organizations operate, it’s really reshaped their behavior along two key dimensions:

  • They have made human beings the center of focus
  • They continuously generate and act upon insights

We unlocked something powerful in CX. By combining an intensified understanding of how people think, feel, and behave with our dramatically improving capabilities to uncover and act on those insights, we’ve created an entirely new set of best practices. In fact, I believe that this combination of humanity and intelligence will form the basis of how organizations compete in the future. It will be the fundamental component that defines success or failure.

But the power of humanity and intelligence is valuable beyond just our interactions with customers. We need to take what we’ve learned in CX and extend it across the entire enterprise, from suppliers, to employees, to partners, to customers. Every part of our organization should be built on a platform of humanity and intelligence.

That’s what XM is all about—Propelling humanity and intelligence across an enterprise.

Think of CX as the initial use case of XM. Yes, there’s still a lot to do in CX, but there are many other use cases that we should be thinking about as well, such as employee experience (EX), product experience (PX), and brand experience (BX). And all of these different experiences should be built upon the same XM foundation.

Our CX efforts have already been extending to XM. Customer journey mapping has led the way to employee journey mapping, voice of the customer programs have defined the model for voice of employee programs, and the understanding of behavioral economics and the use of experience design is being applied across many new areas.

If you’re a CX professional, I hope you’re just as excited about XM as I am. Not only will it generate even more demand for your skills and capabilities, but it also gives us the opportunity to take all we’ve learned from CX and apply it in a myriad of interesting new ways.

The bottom line: XM expands the humanity & intelligence uncovered by CX.

Complexity Is An Experience Killer

I just spent two days in Miami with a great group of executives who are part of the SAP CX Client Advisory Board. One of their presentations described the company’s technology transformation, and included a stream of activity around “decomplexing.” I loved seeing that!

Complexity ends up oozing its way into all types of experiences. Complex products, prices, or processes lead to ill-prepared employees and confused customers. A complex set […] Continue Reading…

The Human Experience Cycle

As you think about your experience management (XM) efforts, it’s important to understand  how people flow through the experiences in their lives — as customers, employees, patients, fans, citizens, students, etc. To help deepen that understanding, I’ve created a simple model, the Human Experience Cycle (HxC). As you can see in the chart below, the HxC is made up of five elements:

Expectations: What a person anticipates will happen […] Continue Reading…

Tapping Into The Power Of Experience Management

Last week, I gave two presentations at the Qualtrics X4 Summit that focused on how to adopt experience management (XM). Here’s a glimpse of that content…

First of all, let’s get aligned: what do you expect to see in the future?

More or less demanding customers? (I say more)
More or less demanding employees? (I say more)
More or less access to data and analytics? (I say more)
More or […] Continue Reading…

Debriefing My Qualtrics X4 Experience

Last week I joined more than 10,000 XM enthusiasts at the Qualtrics X4 Summit in Salt Lake City. This was my fourth X4, and the first one since joining Qualtrics. I really enjoyed seeing old friends and meeting many new ones. We have some really awesome clients!

My head is still spinning from the amazing event. Over two days, we were treated to the most incredible line-up of speakers, including […] Continue Reading…

Young Women Have Lowest Level Of Well-Being

In honor of International Woman’s Day, I decided to compare the difference in well-being across gender and age by dissecting the 2018 Temkin Well-Being Index (TWBI). I examined the overall TWBI, as well as the three elements that make up the index—the percentage of consumers who agree that they are:

Typically happy
Healthy
Financially Secure

As you can see in the charts below:

Young females have the lowest level of […] Continue Reading…

The Evolving Role of CX (& XM) Leaders

Last week I spoke at a local CXPA meeting in Boston. We had a great turnout, thanks to the great work of the planning committee and the wonderful space provided by Education First.

I led a discussion about the future of CX, which I believe was applicable to all experience management (XM) leaders. One of my key messages was that we need to think of our roles differently as we […] Continue Reading…

The Engaging Power Of Employee Feedback

Does your organization listen to its employees? I mean, really listen and act on what they say. Based on what our research has uncovered, it’s likely that the true answer is “no.” Check out some data from our recent research:

In our Q3 2018 Consumer Benchmark Study, we found that 40% of full time U.S. employees strongly agrees with the statement, “My company asks for my feedback and acts upon what […] Continue Reading…

6 Winning Lessons From The New England Patriots (For All Organizations)

The New England Patriots just won the AFC Championship, earning a trip to their third straight Superbowl. As a Patriots fan, I’m thrilled. I know that many people don’t like the team, but there’s no denying that the Patriots have built a dynasty and are one of the most dominant teams in recent history (across any sport).

How do the Patriots keep achieving success? By implementing a system that creates […] Continue Reading…

The Inextricable Link Between CX & EX

If you’ve followed our research, then you know that we’ve always viewed employee engagement as a fundamental component of customer experience.  One of our Six Laws of Customer Experience is that “Unengaged employees don’t create engaged customers.” It just makes sense. How can you possibly expect to consistently deliver great customer experience with apathetic or disengaged employees?!?!

Although the connection between customer experience (CX) and employee experience (EX) may seem […] Continue Reading…

Anyway You Say It, Happy New Year!

Gelukkige nuwejaar, Gëzuar vitin e ri, e glëckliches nëies, aam saiid, shnorhavor nor tari, yeni iliniz mubarek, bonne année, urte berri on, Зновым годам, subho nababarsho, asgwas amegas, mbembe mbu, bonne année, sretna nova godina, bloavezh mat, честита нова година, hnit thit ku mingalar pa, kung hé fat tsoi, bon any nou, xin nian kuai le, pace e salute, sretna nova godina, šťastný nový rok, godt nytår, gelukkig Nieuwjaar, felicxan novan jaron, head uut aastat, gott nýggjár, onnellista uutta […] Continue Reading…

Closing And Welcoming The Year Of Humanity

Last year Temkin Group labelled 2018, The Year of Humanity. With all of the discord and tension throughout the world, it seemed like a good time to promote the following mindset:

Embrace diversity. Recognize our differences and find ways to treat people as individuals.
Extend compassion. Tune into the condition of the people around us and care about their well-being.
Express appreciation. Proactively look for and acknowledge the positive aspects of the world around […] Continue Reading…

My 12 (XM)AS Wishes For You

Since tomorrow is Christmas, I decided to share 12 wishes for you and your experience management (XM) efforts. Here goes…

During the upcoming year, I hope that you:

Celebrate successes. It’s easy to get caught up in thinking about the next milestone to achieve, but make sure to regularly take account of the great things that you and your team have already accomplished. You’ve earned it!
Stay positive. XM professionals, […] Continue Reading…

CX Myth #6: Compensation Drives Good CX Behaviors

Many common beliefs about customer experience are misguided, based on oversimplifications or a lack of consideration for real-world constraints. In this series of posts, we debunk these myths.

CX Myth #6: Compensation Drives Good CX Behaviors
What’s Wrong: Many organizations try to drive behavior change by tying employees’ compensation to customer experience metrics. While some level of compensation tied to CX can be helpful, it is often overdone. When you overly […] Continue Reading…

2019 XM Trends From Qualtrics Thought Leaders

This is the time of year for holiday cheer, family celebrations, and, of course, listings of annual trends!

To help me identify trends for 2019, I reached out to some of the many thought leaders across Qualtrics and asked them to share one or two of the top experience management (XM) trends they are expecting to see in the coming year.

It was a great exercise. We have some amazing people […] Continue Reading…