Qualtrics

As organizations' experience management or XM efforts mature, their focus evolves from reporting on data to transforming operational processes. In modern XM programs, experience-based insights become a catalyst for wide-scale change, helping organizations improve how they innovate and bring products to market, engage their employees, evolve their brand, and provide service and support their customers.

These modern XM programs have three key elements. The first is dynamic instrumentation.

Organizations that are early in their XM journeys often deploy a consistent set of surveys to the same grouping of people. This static approach may work in the beginning, but it breaks down as an organization's priorities and operating environment inevitably change over time.

Modern XM efforts are able to adapt to the organization's shifting priorities by adjusting their solicited and unsolicited listening posts and sampling criteria to meet these evolving needs. The second element is actionable intelligence.

Organizations often focus considerable energy on producing standard measurements through reports and dashboards. Instead of this repetitive reporting on past activities, modern XM efforts focus on the future by providing highly tailored actionable insights that are delivered through various push and pull mechanisms.

And they use automated analytics to uncover important and emerging patterns in both structured and unstructured data. The third element is adaptive processes.

Early on, organizations use XM insights to recommend changes. However, as their flow of actionable insights grows, organizations learn to respond to these insights at an increasingly rapid rate.

Modern XM allows organizations to embed these insights within their day-to-day operations by using analytics to automatically trigger customized workflows. Focus on these three elements and leverage Modern XM as a foundation for enterprise-wide transformation.

For more information on experience management, visit xminstitute.com.