Expansion Of Experience Management And XM Professionals

It’s great to see so many people starting to see the potential of Experience Management (XM). As I’ve discussed, XM is the natural evolution in enterprise transformation. XM will improve just about any organization with the infusion of intelligence and humanity.

The Discipline of XM

XM is more than just a technology. It’s a discipline that needs to be woven across an organization’s operating fabric. When an organization fully adopts XM, it will not only be fully aware of the human beings that it touches, but it will proactively cater to their needs by continuously learning, propagating insights, and rapidly adapting.

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Two Dimensions of XM Expansion

That’s the end point, but how do organizations get there? By expanding their efforts along two dimensions:

  1. Maturity of competencies. For an organization to adopt XM, it needs to build a set of capabilities that we’ve defined as the XM Operating Framework. This means mastering the Six XM Competencies (Lead, Realize, Activate, Enlighten, Respond, and Disrupt) and evolving through five stages of maturity (Investigate, Initiate, Mobilize, Scale, and Embed).
  2. Diffusion of use cases. Once an organization starts building its XM competencies, it will want to expand the use of those capabilities to other areas through diffusion stages (Isolated, Expanded, Adjacent, and Extended). For instance, a company may start with a customer relationship NPS program and expand into transactional in-product feedback effort or employee engagement.

The Rise of XM Professionals

Over the next decade, I expect to see organizations building XM competencies while expanding the places where they apply those capabilities. There will be a constant flow of learning in one area and then applying that knowledge to other areas.

You can already see that starting with customer experience (CX), which I consider to beĀ the initial use case of XM. Skills that have been built up in CX such as shifting from annual surveys to ongoing insights and uncovering opportunities to improve with journey mapping, are now also being applied to employee experience (EX).

That’s why it’s a great time to be an XM professional. The capabilities you develop in whatever experience area you start (CX, EX, PX, or BX), will be valuable across just about every component of every organization. It’s a set of skills that will become increasingly important and will, therefore, be increasingly in demand.

The bottom line: The world needs more XM and more XM professionals.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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