1、DATA SNAPSHOTDATA SNAPSHOTExperience Management Trends,2024James Scutt,XMPPrincipal XM CatalystTalia QuaadgrasResearch Program ManagerMarch 2024Copyright 2024 Qualtrics.All rights KEY FINDINGS IN THIS REPORTAs part of Qualtrics XM Institutes Q1 2024 Experience Management(XM)Professionals Study,we as

2、ked hundreds XM professionals about their planned XM investments,2024 employee and customer experience priorities,and expected future usage of XM technologies.From our analysis,we found that:Two-thirds of organizations are in the second or third stage of XM maturity.Two-thirds of practitioners descr

3、ibed their organizations state of XM Maturity as either Stage 2:Investigate,or Stage 3:Mobilize,at 33%each.Twelve percent say their organization is in the first stage of maturity(Investigate),while 5%have achieved the fifth stage:Embed.Trust is growing in importance,but many organizations still dont

4、 measure it.Sixty-nine percent of respondents said that customer trust will be more important to their organizations success this year compared to last year,while 61%said the same about employee trust.Despite this increasing importance,only 21%measure customer trust monthly or more,while 24%dont mea

5、sure it at all.Organizations are investing more in XM technology and less in XM consultants.Compared to last year,30%of XM professionals expect their organization to invest more in XM technology,while 14%expect to invest less.XM consultants may expect a decrease in work this year,with 30%of organiza

6、tions spending less on this resource and just 14%expecting to spend more.Those with higher XM ambition also enjoy stronger business results.Compared to organizations whose business results are on par or worse than industry peers,those with stronger business results are more likely to have senior lea

7、ders with somewhat(+11 percentage points)or very high(+2 percentage points)ambition for improving the organizations XM.Executive SummarySTUDY KEY FACTS 283 XM professionals from companies with 1,000+employees Sourced through the XM Institute network Conducted in Q1 2024Copyright 2024 Qualtrics.All r

8、ights STUDY OVERVIEW The data for this report comes from an XM professionals study that Qualtrics XM Institute conducted in the first quarter of 2024.Using an online survey,XM Institute collected data from 283 XM professionals from organizations with 1,000 or more employees.XM Institute surveyed XM

9、management professionals connected through our subscriber list for our monthly newsletter,through members of XM Pros(Experience Management Professionals community),and other professional networking sites.Experience Management Trends,2024FIGURES IN THE REPORT1.Organization Demographics2.XM Maturity3.

10、Previous Change in Focus on XM Areas4.Future Focus on XM Areas5.Importance of Customer Trust6.Importance of Employee Trust7.Organizational XM Technology&Competency8.Organizational XM Culture&Ambition9.2024 Experience Management Resource Investments10.2024 Customer Experience Focus11.2024 Employee Ex

11、perience Focus12.2024 Technologies Usage(Part 1)13.2024 Technologies Usage(Part 2)14.XM Resource Investments by Business Results15.Increased Technology Focus by Business Results16.Customer Trust Measurement by Business Results17.XM Ambition by Business ResultsMethodologyCopyright 2024 Qualtrics.All

12、rights Organization Demographics 15%21%18%46%1,000 to 1,9992,000 to 4,9995,000 to 9,99910,000 or more+More than half of respondents came from organizations with 10 or fewer employees dedicated to XM.+Forty-six percent of respondents have 10,000 or more employees in their overall organization.Copyrig

13、ht 2024 Qualtrics.All rights How many employees are there in your overall organization?1%3%29%32%36%Primarily non-profitorganizationsPrimarily governmentagenciesPrimarily consumersConsumers andbusinesses equallyPrimarily businessesWhich of the following best describes your organizations primary cust

14、omers?13%5%2%6%5%10%14%26%18%More than 10081 to 10061 to 8041 to 6021 to 4011 to 206 to 103 to 51 or 2How many full-time employees are dedicated to XM in your organization?ABOUTBase:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals

15、SurveyKEY TAKEAWAYSXM Maturity+Just twelve percent of respondents say their organization is in the first stage of XM Maturity:Investigate.+Thirty-three percent of organizations are in each of the 2nd and 3rd stages of XM Maturity:Initiate and Mobilize.Copyright 2024 Qualtrics.All rights 5%19%33%33%1

16、2%Stage 5:EMBEDStage 4:SCALEStage 3:MOBILIZEStage 2:INITIATEStage 1:INVESTIGATEWhich of the following best describes your organizations overall state of XM maturity?Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals SurveyABOUTK

17、EY TAKEAWAYS16%18%24%41%36%37%43%41%37%31%24%14%6%9%ProductexperienceBrandexperienceEmployeeexperienceCustomerexperiencePrevious Change in Focus on XM AreasHow has your organizations focus on these elements of Experience Management changed over the past two years?+Eighty-two percent of respondents s

18、aid that their organizations focus on customer experience has increased over the past two years.+Respondents least frequently said that their organizations focus on product experience has increased over the past two years,at 52%.Copyright 2024 Qualtrics.All rights Base:Base:283 XM Professionals from

19、 orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals SurveySignificantly increasedModerately increasedNo changeModerately/Significantly decreasedABOUTKEY TAKEAWAYS15%13%12%24%34%33%40%38%47%52%40%34%8%BrandexperienceProductexperienceEmployeeexperienceCustomerexperi

20、enceFuture Focus on XM AreasCompared with 2023,how much do you think your organization will focus on these elements of Experience Management in 2024?+In 2024,62%of respondents expect their organizations to focus more on customer experience compared to 2023.+Employee experience will receive the great

21、est decline in focus,with 8%of respondents estimating that their organization will focus on this area moderately or significantly less than in 2023.Copyright 2024 Qualtrics.All rights Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Profess

22、ionals SurveySignificantly moreModerately moreAbout the sameModerately/Significantly lessABOUTKEY TAKEAWAYSImportance of Customer Trust+Sixty-nine percent of respondents say that customer trust is more important to their organizations success compared to last year while none said it is less importan

23、t.+Nearly one-quarter(24%)of respondents say that they dont measure customer trust at all.Copyright 2024 Qualtrics.All rights 0%0%30%36%33%Significantlyless importantSomewhat lessimportantAbout the sameSomewhat moreimportantSignificantlymore importantCompared to last year,how important is customer t

24、rust to your organizations success?Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals Survey24%4%26%12%13%11%10%Not at allEvery other yearAnnuallySemi-annuallyQuarterlyMonthlyMore than monthlyHow frequently does your organizatio

25、n measure customer trust?ABOUTKEY TAKEAWAYSImportance of Employee Trust+Sixty-one percent of respondents say that employee trust is more important to your organizations success compared to last year,while 7%said it is less important.+Fourteen percent of organizations dont measure employee trust.Fort

26、y percent measure employee trust annually.Copyright 2024 Qualtrics.All rights 2%5%33%36%25%Significantlyless importantSomewhat lessimportantAbout the sameSomewhat moreimportantSignificantlymore importantCompared to last year,how important is employee trust to your organizations success?Base:Base:283

27、 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals Survey14%8%40%15%17%4%2%Not at allEvery other yearAnnuallySemi-annuallyQuarterlyMonthlyMore than monthlyHow frequently does your organization measure employee trust?ABOUTKEY TAKEAWAYSOrganiz

28、ational XM Technology&Competency+Nearly half(49%)of respondents rate their organizations XM technology as strong.48%say the same about their organizations XM skills and capabilities.Copyright 2024 Qualtrics.All rights 26%25%40%9%WeakNeither weak norstrongSomewhat strongVery strongHow would you rate

29、your organizations technology that supports your organizations XM efforts?Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals Survey22%29%41%7%How would you rate your organizations XM skills and capabilities?ABOUTKEY TAKEAWAYSOrg

30、anizational XM Culture&Ambition+Thirteen percent of respondents reported that their organizations culture significantly enhances their XM efforts.23%say their culture inhibits their XM efforts.+Half of respondents say their senior leaders have somewhat or very high ambition for improving the organiz

31、ations XM capabilities.Copyright 2024 Qualtrics.All rights 23%23%41%13%InhibitsNeither enhancesnor inhibitsSomewhat enhancesSignificantlyenhancesTo what degree does your organizations culture support your Experience Management efforts?Base:Base:283 XM Professionals from orgs with 1,000+employeesSour

32、ce:Source:Qualtrics XM Institute Q1 2024 XM Professionals Survey17%33%35%15%LowNeither high norlowSomewhat highVery highWhat level of ambition does your organizations senior leaders have for improving the organizations Experience Management capabilities?ABOUTKEY TAKEAWAYS11%18%23%27%56%65%57%55%30%1

33、6%16%14%XM consultantsFull-time XMemployeesXM-focusedtrainingXM technology2024 Experience Management Resource InvestmentsCompared with last year,how much do you think your organization will invest in these Experience Management resources this year?+Thirty percent of respondents expect their organiza

34、tion to invest in XM technology more than last year,while 14%expect less investment in this resource.+Fourteen percent of respondents said their organizations will invest in XM consultants more this year,while 30%said theyll invest less.Copyright 2024 Qualtrics.All rights Base:Base:283 XM Profession

35、als from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals SurveySignificantly moreModerately moreAbout the sameModerately/Significantly lessABOUTKEY TAKEAWAYS8%9%13%10%16%36%37%40%45%51%49%49%44%40%30%7%2024 Customer Experience FocusCompared with last year,how m

36、uch emphasis do you think your organization will place on these areas of customer experience in 2024?+XM professionals expect the greatest increase in their organizations CX emphasis to be on designing and launching new offerings for customers in 2024,at 67%,while just 3%expect emphasis on this area

37、 to decrease.Copyright 2024 Qualtrics.All rights Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals SurveyDesigning and launching new offerings for customersGaining insights from customer-facing employeesTracking and improving c

38、ore customer experience metrics(e.g.,NPS)Improving existing customer interactionsDelivering more personalized customer experiencesABOUTKEY TAKEAWAYSSignificantly moreModerately moreAbout the sameModerately/Significantly less8%11%7%8%15%28%28%36%36%64%56%52%49%49%16%8%10%8%7%2024 Employee Experience

39、FocusCompared with last year,how much emphasis do you think your organization will place on these areas of employee experience in 2024?+Compared with last year,XM professionals expect the greatest EX increase in emphasis in their organization to be on tracking and improving core employee experience

40、metrics(44%.)+Just 19%of XM professionals expect their organization to focus more on adapting to new models of working,while 16%expect focus on this area to decrease in 2024.Copyright 2024 Qualtrics.All rights Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM In

41、stitute Q1 2024 XM Professionals SurveyTracking and improving core employee experience metrics(e.g.,engagement)Measuring and improving specific employee journeys(e.g.,onboarding,training)Measuring and improving diversity,equity,and inclusion(DEI)Building a stronger employer brand to attract new cand

42、idatesAdapting to new models of working,such as hybridABOUTKEY TAKEAWAYSSignificantly moreModerately moreAbout the sameModerately/Significantly less14%11%17%13%16%17%17%32%35%30%37%36%35%38%33%39%34%34%34%31%29%21%15%18%16%14%17%15%2024 Technologies Usage(Part 1)How much of a priority will it be for

43、 your Experience Management efforts to increase focus on these elements over the next two years?+XM professionals expect the increased focus on digital experience analytics the most,at 55%.Copyright 2024 Qualtrics.All rights Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:

44、Qualtrics XM Institute Q1 2024 XM Professionals SurveyEssentialHigh priorityModerate priorityModerately/Significantly lessDigital experience analyticsUsing data to drive personalizationsBuilding customized reporting and dashboardsPredictive analyticsText/speech analyticsCustomer journey analyticsDet

45、ermining human sentimentABOUTKEY TAKEAWAYS6%6%9%12%13%7%7%20%21%27%32%31%13%13%35%42%32%35%34%79%78%39%32%32%21%22%2024 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?+Forty-four percent o

46、f XM professionals expect generative AI to be more of a priority over the next two years,while 22%say it is either a low priority or not a priority.+Organizations are least likely to prioritize developing experiences using augmented reality or virtual reality experiences,with just 9%of XM profession

47、als placing it as a high priority or essential.Copyright 2024 Qualtrics.All rights Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals SurveyGenerative AITriggering automated workflowsAutomatically recommending next best actionsE

48、mployee journey analyticsEX and CX linkage analyticsDeveloping virtual reality experience(e.g.,metaverse)Developing experiences using augmented realityEssentialHigh priorityModerate priorityModerately/Significantly lessABOUTKEY TAKEAWAYSXM Resource Investments by Business ResultsCompared with last y

49、ear,how much do you think your organization will invest in these Experience Management resources this year?Significantly or somewhat more12%13%32%29%23%14%30%26%Full time XM employeesXM consultantsXM technologyXM-focused trainingCopyright 2024 Qualtrics.All rights +Organizations with better business

50、 results than competitors are more likely to invest more in XM consultants and full-time XM employees.+The greatest gap between businesses with better results compared to those with similar or worse results than competitors is for increased investments in full-time XM employees.Base:Base:283 XM Prof

51、essionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals SurveyABOUTKEY TAKEAWAYSBusiness results better than major competitorsBusiness results the same or worse than major competitorsIncreased Technology Focus by Business ResultsHow much of a priority wi

52、ll it be for your XM efforts to increase focus on this element over the next two years?29%37%28%7%16%31%33%19%Low/not apriorityModeratepriorityHighpriorityEssentialCopyright 2024 Qualtrics.All rights +Companies with stronger business performance than their competitors are more likely than those with

53、 similar or worse performance to say it is essential or a high priority to increase focus on Generative AI and using data to drive personalizations.Generative AI23%32%32%13%12%30%38%20%Using data to drive personalizationsBase:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qual

54、trics XM Institute Q1 2024 XM Professionals SurveyABOUTKEY TAKEAWAYSBusiness results better than major competitorsBusiness results the same or worse than major competitorsCustomer Trust Measurement by Business ResultsHow frequently does your company currently measure customer trust?26%8%26%11%13%16%

55、23%0%27%13%13%25%Not at allEvery other yearAnnuallySemi-annuallyQuarterlyMonthly or moreCopyright 2024 Qualtrics.All rights +Organizations reporting stronger business results than those with average or worse results are also 9 points more likely to measure customer trust monthly or more frequently,w

56、hile those with worse results are 3 points more likely not to measure customer trust at all.Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals SurveyABOUTKEY TAKEAWAYSBusiness results better than major competitorsBusiness result

57、s the same or worse than major competitorsXM Ambition by Business ResultsWhat level of ambition does your organizations senior leaders have for improving the organizations XM capabilities?Very or somewhat high25%33%29%13%14%32%40%15%LowNeither high nor lowSomewhat highVery highCopyright 2024 Qualtri

58、cs.All rights Business results better than major competitorsBusiness results the same or worse than major competitors+Organizations with somewhat and very high levels of XM ambition are also more likely to enjoy business results that are better than their industry competitors.+Businesses with simila

59、r or worse business results than competitors are 11 points more likely to have leadership with low XM ambitions.Base:Base:283 XM Professionals from orgs with 1,000+employeesSource:Source:Qualtrics XM Institute Q1 2024 XM Professionals SurveyABOUTKEY TAKEAWAYSAUTHORSJames Scutt,XMP Principal XM Catal

60、ystTalia Quaadgras Research Program ManagerPUBLICATION DATEMarch 2024MethodologyDATA CALCULATIONIn Figures 1-13,we calculated each percentage by dividing the number of responses for each option by the total number of respondents for that question.In Figures 14-19,we found the number of respondents w

61、ho said their organization had somewhat or significantly better business results compared to its major competitors over the previous year and the number who said their organization had about the same,somewhat worse,or significantly worse business results.We then found the percentage of each population that also selected each statement with regard to the titled question(s).Copyright 2024 Qualtrics.All rights