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1、DATA SNAPSHOTExperience Management Trends,2023Bruce Temkin,CCXP,XMPHead of Qualtrics XM InstituteMoira Dorsey,XMPPrincipal XM CatalystTalia QuaadgrasSenior Research AssociateMarch Copyright 2023 Qualtrics.All rights reserved.KEY FINDINGS IN THIS REPORTAs part of our study of experience management(XM

2、)professionals,we asked 171 professionals about thecurrent state of XM inside their organization,anticipated areas of XM investment,2023 employee andcustomer experience priorities,and expected future usage of XM technologies.From our analysis,wefoundthat:+Most organizations are in the early stages o

3、f XM maturity.Forty-one percent of experiencemanagement professionals said their organization is in one of the first two levels of XM maturity:Investigate and Initiate.Another 36%of XMprofessionals report that their organization has reached thethirdlevel of maturity,Mobilize.+XM professionals recogn

4、ize the importance of improving empathy.Seventy-two percent ofrespondentssaythat it isimportant or veryimportant for their organizationtoimproveitsoverall levelof empathy.Meanwhile,43%of these XM professionals classify the level of empathy their organizationshows customers as strong,but just 38%say

5、the same about their organizations empathy towardemployees.+Half of organizations expect to increase focus on DEI.Fifty-one percent of respondents think theirorganization will focus more on measuring and improving diversity,equity,and inclusion in 2023.Forty-nine percent also expect their organizati

6、on to focus on measuring and improving employee journeys,likeonboardingandtraining.+Companies with a strong CX focus are investing in experience management.Compared to thosewho are not focusing on CX this year,respondents who expect their organization to focus on customerexperience more in 2023 also

7、 expect their company to invest more in experience managementresources,such as full-time XM employees and XM training,and nearly all experience managementtechnologies.Executive SummarySTUDY KEY FACTS 171 XM Professionals Sourced through the XM Institute network Conducted in Q4 Copyright 2023 Qualtri

8、cs.All rights reserved.STUDY OVERVIEW The data for this report comes from an XMprofessionals study that Qualtrics XM Instituteconducted in the fourth quarter of 2022.Using anonline survey,XM Institute collected data from 171XM professionals from organizations with 1,000 ormoreemployees.XMInstitutesu

9、rveyedXMmanagementprofessionalsconnected toour subscriber list for ourmonthly newsletter,through members of XM Pros(ExperienceManagementProfessionalscommunity),and other professional networkingsites.Experience Management Trends,2023FIGURES IN THE REPORT1.Respondent Organizations2.Organization XM Mat

10、urity3.Empathy toward Customers and Employees4.Importance of Improving Empathy5.Previous Change in Focus on XM Areas6.Future Change in Focus on XM Areas7.2023 Experience Management Resource Investment8.2023 Customer Experience Focus9.2023 Employee Experience Focus10.Technologies Usage(Part 1)11.Tech

11、nologies Usage(Part 2)12.Combining Operational and Experience Data13.Change in XM Focus by Business Results14.Empathy Importance by Business Results15.2023 XM Resource Investment by Future CX Focus16.2023 CX Emphasis by Future CX Focus17.2023 EX Emphasis by Future CX Focus18.Technologies Usage by Fu

12、ture CX Focus(Part 1)19.Technologies Usage by Future CX Focus(Part 2)20.MCopyright 2023 Qualtrics.All rights reserved.+More than two in five respondents are fromorganizationswithmorethan10,000employees.+More than 75%work at organizations with10orfewerfull-timeXMemployees.Respondent OrganizationsKEY

13、TAKEAWAYS18%22%18%43%1,000 to 1,9992,000 to 4,9995,000 to 9,99910,000 or moreHow many employees are there within your overall organization?23%29%24%6%5%4%1%1%7%1 or 23 to 56 to 1011 to 2021 to 4041 to 6061 to 8081 to 100More than 100How many full-time employees are dedicated to XM in your organizati

14、on?Thischartexamineswhatsizerespondentsorganizations are and how many full-time employeesdedicated to XM are in their organizations.ABOUT1%23%35%41%Primarily govagenciesConsumers andbusinesses equallyPrimarily businessesPrimarily consumersWhich of the following best describes your organizations prim

15、ary customers?Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q4 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.+Two in five respondents organizations arein the first two stages of XM maturity.Morethan one-third are in the third stage:Mo

16、bilize.Organization XM MaturityKEY TAKEAWAYSWhich of the following best describes your organizations overall stage of XM maturity?11%30%36%21%2%Stage 1:InvestigateStage 2:InitiateStage 3:MobilizeStage 4:ScaleStage 5:EmbedThis chart examines how respondents described theirorganizations maturity and c

17、ommitment to XM.ABOUTBase:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.+Forty-threepercentofrespondentsdescribetheirorganizationslevelofempathytowardcustomersasstrong,while just 15%would sa

18、y thatempathytowardsthisgroupisweak.+Thirty-eight percent of respondents saytheirorganizationsempathytowardemployees is strong,while 19%say theirorganization has weak empathy towardemployees.+More organizations have strong empathytowardtheircustomersthantheiremployees.Empathy Toward Customers and Em

19、ployeesKEY TAKEAWAYS3%12%42%32%11%Very weakWeakModerateStrongVery strongHow would you describe your organizations level of empathy toward customers?These charts show how respondents describe the levelof empathy their organization has toward employeesand customers.ABOUT5%14%42%31%7%Very weakWeakModer

20、ateStrongVery strongHow would you describe your organizations level of empathy toward employees?Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.+Seventy-two percent of respondents saythat

21、 it is important or very important fortheir organizationtoimproveitsoverall levelof empathy.+Just 2%of respondents say that it is notimportant for their organization to improveitsoverall level of empathy.Importance of Improving EmpathyKEY TAKEAWAYS2%6%20%34%38%Not importantSlightly importantModerate

22、ly importantImportantVery importantHow important do you think it is for your organization toimprove its overall level of empathy?This chart shows how important respondents think it isfor their organization to improve its overall level ofempathy.ABOUTBase:171 XM Professionals from companies with 1000

23、+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.18%22%23%40%39%41%43%45%39%34%28%11%ProductExperienceBrandExperienceEmployeeExperienceCustomerexperienceABOUTNo changeModerately increasedSignificantly increasedModerately/Significantly dec

24、reased+Focusoncustomerexperiencehasincreased in the past two years for 85%ofrespondents.+Focusonemployeeexperiencehasincreased for 66%of respondents;28%said there was no change in focus on thisexperiencearea.+Productexperiencereceivedtheleastincrease in focus;however,this experiencearea still had an

25、 increase in focus from 57%of organizations.This chart shows the level of priority respondents saytheir organizations place on improving their customerexperience,brand experience,product experience,andemployee experience.Previous Change in Focus on XM AreasHow has your organizations focus on these e

26、lements of Experience Management changed over the past two years?Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYSABOUTAbout the sameModerately moreSignificantly moreModeratel

27、y/Significantly less+Between one-third and half of respondentsexpect their focus on each experience areato remain the same in 2023 compared to2022.+Customer experience will see the greatestincreaseinfocusin2023,with61%expectingmorefocuscomparedto2022.+Less than five percent of respondents saythat th

28、ey expect their organization to focusoneachexperiencearealessin2023.This chart shows the level of priority respondents saytheir organizations place on improving their customerexperience,brand experience,product experience,andemployee experience.Future Change in Focus on XM AreasCompared with this ye

29、ar,how much do you think your organization will focus on these elements of Experience Management in 2023?Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals Survey10%16%11%21%39%34%44%40%49%47%42%35%ProductexperienceBrandexperienceEmploy

30、eeexperienceCCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS18%24%25%27%60%59%60%59%20%12%12%10%XM consultantsXM-focusedtrainingXM technologyFull-time XMemployeesABOUTAbout the sameModerately moreSignificantly moreModerately/Significantly less+About sixty percent of respondents expectthei

31、r organizations investment in each ofthese resourcestostaythe same as2022in2023.+A similar percentage of respondents expecttheir organization to spend less on XMconsultants than the percent that expectstheirorganizationtospendmore(20%).+Organizationsexpecttoincreasetheirinvestment in full-time XM em

32、ployees themost,of all XMresources,at 31%.Thischartshowshowrespondentsthinktheirorganizationsinvestmentinfourexperiencemanagement resources will change in 2023.2023 Experience Management Resource InvestmentCompared with this year,how much do you think your organization will invest in these Experienc

33、e Management resources in 2023?Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS9%19%12%10%19%41%33%40%47%47%46%42%44%38%29%6%ABOUTAbout the sameModerately moreSignificantly m

34、oreModerately/Significantly less+Half or more of respondents expect theirorganization to put more emphasis on eachof these areas of customer experience in2023.+Nearly two-thirds of organizations will placemore emphasis on tracking and improvingcoreCXmetrics.+Fifty-seven percent of organizations will

35、focus more on designing and launching newofferingsforcustomers.This chart shows how much emphasis respondentsthink their organization will place on five areas ofcustomer experience in 2023.2023 Customer Experience FocusCompared with this year,how much emphasis do you think your organization will pla

36、ce on these areas of customer experience in 2023?Tracking and improving core customer experience metrics(e.g.,NPS)Designing and launching new offerings for customersImproving existing customer interactionsGaining insights from customer-facing employeesDelivering more personalized customer experience

37、sBase:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS6%9%7%9%14%23%38%42%40%37%57%45%45%44%47%14%8%6%7%ABOUTAbout the sameModerately moreSignificantly moreModerately/Significantl

38、y less+More than half of respondents say they willplace more importance on measuring andimprovingdiversity,equity,andinclusion.+Forty-ninepercentofrespondentsorganizations will have a larger emphasis onmeasuringand improving specific employeejourneysin2023.+Less than one-third of organizations inten

39、dto place more emphasis on adapting to newmodelsof working.2023 Employee Experience FocusCompared with this year,how much emphasis do you think your organization will place on these areas of employee experience in 2023?Measuring and improving diversity,equity,and inclusion(DEI)Measuring and improvin

40、g specific employee journeys(e.g.,onboarding,training)Tracking and improving core employee experience metrics(e.g.,engagement)Building a stronger employer brand to attract new candidatesAdapting to new models of working,such as hybridBase:171 XM Professionals from companies with 1000+employeesSource

41、:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.This chart shows how much emphasis respondentsthink their organization will place on five areas ofemployee experience in 2023.KEY TAKEAWAYS7%7%11%16%12%20%18%30%28%29%38%39%37%25%37%36%34%37%38%38%24%18%16

42、%ABOUTMedium priorityHigh priorityEssentialLow priority/Not a priority+Of these activities,organizations intend toincreasefocus themostoncustomerjourney analytics and text analytics,with50%and 45%saying that these are eitheressential orahighpriority,respectively.+More than one-third of organizations

43、 saythat increasing focus on AI and machinelearning,EX and CX linkages,and employeejourneyanalyticsarelowornon-priorities.This chart shows the level of priority respondents saytheir organizations place on improving these elementsof experience management.Technologies Usage(Part 1)How much of a priori

44、ty will it be for your experience management efforts to increase focus on these elements over the next two years?Customer journey analyticsText analyticsPredictive analyticsAI and machine learningEX and CX linkage analyticsEmployee journey analyticsBase:171 XM Professionals from companies with 1000+

45、employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS6%13%12%18%13%22%34%41%8%10%28%38%37%30%88%85%54%27%16%11%ABOUTMedium priorityHigh priorityEssentialLow priority/Not a priority+Of these activities,organizations will mostpriori

46、tize increasing focus on customizeddashboards and reporting,with 59%sayingthis will either be essential or a highpriority.+Forty-six percent of organizations will placea high priority or greater on increasingfocusonautomatedworkflows.+Over four in five organizations intend toplace a low or no priori

47、ty on increasingfocus to develop augmented reality orvirtual realityexperiences.Technologies Usage(Part 2)How much of a priority will it be for your experience management efforts to increase focus on these elements over the next two years?Customized dashboards and reportingAutomated workflowsUsing e

48、xperience data to drive personalizationSpeech analyticsDeveloping experiences using augmented realityDeveloping virtual reality experiences(e.g.metaverse)Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SurveyThis chart shows the leve

49、l of priority respondents saytheir organizations place on improving these elementsof experience Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS14%15%19%12%22%24%19%20%27%27%19%32%27%26%29%32%10%8%13%Identify newemployeesegments Triggercustomer-specificworkflows Personalizeindividualcustom

50、erexperiences Identify newcustomersegmentsABOUTConsideringEvaluatingAlready doingInterested+Organizationsaremostfrequentlycombining operational and experience datato identify new customer segments,with19%currentlydoingso.+In addition to 15%already performing thisanalysis,51%oforganizationsareevaluat

51、ingorconsideringusingoperationalandexperiencedatatopersonalizeindividualcustomerexperiences.Just 8%are not interested inthisactivity.+Only 3%of organizations are identifyingnewemployeesegmentsusingacombination of operational and experiencedata.32%arenot interestedinthisactivity.Combining Operational

52、 and Experience DataTo what degree are you combining operational data and experience data(insights about how people are thinking and feeling)to do the following?Not interestedBase:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SurveyThis

53、 chart shows to what degree organizations arecombining operational and experience data to do Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYSChange in XM Focus by Business ResultsABOUTThesechartsshowhowrespondentsfromorganizations with better business results comparedwith competitors versu

54、s those with similar or worseresults than competitors describe the strength of theirorganizationsempathytowardcustomersandemployees.ABOUT+Sixty percent of organizations with betterthan competitor business results describetheirorganizationsempathytowardcustomers as strong,while just 30%oforganization

55、s with similar or worse thancompetitor business results would say thesame.+Fifty-onepercentoforganizationswithbetter business results than competitorbusiness results say their organizationsempathy towards employees is strong,compared to just 29%for those with similarorworsebusinessresults.How would

56、you describe your organizations level of empathy toward(Moderately or Significantly increased)20%51%23%7%9%32%43%17%WeakModerateStrongVeryStrongSame or worse than competitor business resultsBetter than competitor business results23%50%26%3%15%34%38%12%WeakModerateStrongVeryStrongcustomersemployeesBa

57、se:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS8%23%38%31%Not/slightlyimportantModeratelyimportantImportantVeryimportantABOUT+Seventy-five percent of respondents fromorganizat

58、ions with similar or worse thancompetitor business results say that it isimportant or very important for them toimprove their level of empathy,while 69%from organizations with better businessresultssaythesame.Empathy Importance by Business Results8%18%30%45%Not/slightlyimportantModeratelyimportantIm

59、portantVery importantSame or worse than competitor business resultsBetter than competitor business resultsHow important do you think it is for your organization to improve its overall level of empathy?Thesechartsshowhowrespondentsfromorganizations with better business results comparedwith competitor

60、s versus those with similar or worseresultsthancompetitorsratetheimportanceofimproving organizational empathy.Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS2023 XM Resource

61、 Investment by FutureCX FocusABOUTABOUT+Morethandoublethepercentageofrespondents that expect to focus more oncustomer experience in 2023 plan to investinfull-timeXMemployeesandXMconsultants compared to those that do notexpect their organization to focus more onCX.Compared with this year,how much do

62、you think your organization will invest in these Experience Management resources in 2023?(Moderately or Significantly more)10%19%19%13%23%26%29%36%XM consultantsXM-focused trainingXM technologyFull-time XMemployeesAbout the same or less focus on CX in 2023Moderately/significantly more focus on CX in

63、 2023Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SurveyThesechartsshowhowrespondentsfromorganizationsthatwillfocusmoderatelyorsignificantly more on CX in 2023 compared to thosethat will not focus more on CX say they will invest i

64、neach experience management resource in Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS2023 CX Emphasis by Future CX FocusABOUTABOUT+There is a 21 percentage-point gap betweenrespondents who do and dont expect theirorganization to focus more on CX in 2023 intheir expectation to increase g

65、atheringinsights from customer-facing employees,thelargest gapacrossall items.Compared with this year,how much emphasis do you think your organization will place on these areas of customer experience in 2023?(Moderately or Significantly more)23%37%28%40%38%39%43%49%51%53%Tracking and improvingcore c

66、ustomer experiencemetrics(e.g.,NPS)Delivering morepersonalized customerexperiencesGaining insights fromcustomer-facingemployeesDesigning and launchingnew offerings forcustomersImproving existingcustomer interactionsBase:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Insti

67、tute Q2 2022 XM Professionals SurveyAbout the same or less focus on CX in 2023Moderately/significantly more focus on CX in 2023Thesechartsshowhowrespondentsfromorganizationsthatwillfocusmoderatelyorsignificantly more on CX in 2023 compared to thosethat will not focus more on CX say they will emphasi

68、zeeach area of customer experience in Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS2023 EX Emphasis by Future CX FocusABOUTABOUT+Organizations that will focus more on CX in2023 will also place more emphasis thanthose that will not focus more on trackingand improving EX metrics,measuring

69、 andimproving specific employee journeys,andmeasuringandimprovingDEI.+Organizations that do not intend to focusmore on CX in 2023 will place moreemphasis than those that do on building astronger employer brand and adapting tonewmodelsof working.Compared with this year,how much emphasis do you think

70、your organization will place on these areas of employee experience in 2023?(Moderately or Significantly more)24%47%29%33%34%22%33%42%44%46%Adapting to new models ofworking,such as hybridBuilding a strongeremployer brand to attractnew candidatesMeasuring and improvingdiversity,equity,andinclusion(DEI

71、)Measuring and improvingspecific employee journeys(e.g.,onboarding,training)Tracking and improvingcore employee experiencemetrics(e.g.,engagement)Base:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SurveyAbout the same or less focus on C

72、X in 2023Moderately/significantly more focus on CX in 2023Thesechartsshowhowrespondentsfromorganizationsthatwillfocusmoderatelyorsignificantly more on CX in 2023 compared to thosethat will not focus more on CX say they will emphasizeeach area of employee experience in Copyright 2023 Qualtrics.All ri

73、ghts reserved.KEY TAKEAWAYSTechnologies Usage by Future CX Focus(Part 1)ABOUTABOUT+Organizations that will focus more on CX in2023 are more likely to say these elementsare a high priority to increase focus on overthenexttwoyearscomparedtoorganizations that will not focus more onCX.+Organizations tha

74、t will focus more on CXsay they will place a high priority oncustomer journey analytics 24 points morefrequently than organizations that will notfocusmoreonCX.How much of a priority will it be for your experience management efforts to increase focus on these elements over the next two years?(High pr

75、iority or Essential)22%17%29%28%33%29%26%28%42%47%53%63%EX and CX linkageanalyticsEmployee journeyanalyticsArtificial intelligenceand machine learningPredictive analyticsText analyticsCustomer journeyanalyticsBase:171 XM Professionals from companies with 1000+employeesSource:Qualtrics XM Institute Q

76、2 2022 XM Professionals SurveyAbout the same or less focus on CX in 2023Moderately/significantly more focus on CX in 2023These charts show the percentage of respondents fromorganizationsthatwillfocusmoderatelyorsignificantly more on CX in 2023 compared to thosethat will not focus more on CX that wil

77、l place a highpriority or greater on increasing focus for each elementover the next two Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYSTechnologies Usage by Future CX Focus(Part 2)ABOUTABOUT+Organizations that will focus more on CX in2023 aremorelikelytosaythat all elementsexcept virtual

78、reality experiences are a highpriority to increase focus on over the nexttwo years compared to organizations thatwill not focusmoreonCX.+There is a 26-point gap between those thatwill and will not increase focus on CX in2023 and place a high priority to increasefocusoncustomizeddashboardsandreportin

79、g.5%5%13%30%34%45%5%6%22%38%55%69%Developing virtualreality experiences(e.g.,metaverse)Developingexperiences usingaugmented realitySpeech analyticsUsing experience datato drivepersonalizationsAutomated workflowsCustomizeddashboards andreportingBase:171 XM Professionals from companies with 1000+emplo

80、yeesSource:Qualtrics XM Institute Q2 2022 XM Professionals SurveyHow much of a priority will it be for your experience management efforts to increase focus on these elements over the next two years?(High priority or Essential)About the same or less focus on CX in 2023Moderately/significantly more fo

81、cus on CX in 2023These charts show the percentage of respondents fromorganizationsthatwillfocusmoderatelyorsignificantly more on CX in 2023 compared to thosethat will not focus more on CX that will place a highpriority or greater on increasing focus for each elementover the next two Copyright 2023 Q

82、ualtrics.All rights reserved.KEY TAKEAWAYSAUTHORSBruceTemkin,CCXP,XMPHeadof QualtricsXMInstituteMoiraDorsey,XMPPrincipal XMCatalystTaliaQuaadgrasSeniorResearchAssociatePUBLICATION DATEMarch 2023MethodologyDATA CALCULATIONIn Figures 1-11,we calculated each percentage by dividing the number of respond

83、ents selecting each option by the total number of responses for thatquestion.In Figures 12 and 13,we calculated the number of respondents that said their organization had better or significantly better overall business resultscompared to their competitors versus those that said their organization ha

84、d about the same,worse,or significantly worse overall business results.We then found the percentage of each population that also selected each statement in regard to the titled question.In Figures 14-18,we calculated the number of respondents that said they expect their organization to focus moderat

85、ely or significantly more oncustomer experience in 2023 versus those that said they expect their organization to focus about the same,moderately less,or significantly less oncustomer experience in 2023.We then found the percentage of each population that also selected each statement in regard to the titled question Copyright 2023 Qualtrics.All rights reserved.