XM Competencies
XM Operating Framework Blog Books
Building a customer experience program that consistently delivers amazing experiences doesn’t just happen. It requires careful planning and design. Thankfully, experience management (XM) is a discipline that can be learned and improved. The XM Operating Framework lays out skills and actions that help companies build a sustainable foundation for success.
In this series, we dive deep into the 20 skills to give you expert advice, insights, and actions to get you on your way to leading a powerful, data-driven XM program that better serves customers and your company.
Leading XM
Developing effective strategy and execution
LEAD involves articulating a clear XM strategy and coordinating its execution across different people and projects for multiple years. The competency includes developing a vision, aligning an organization around the plan, and sustaining the work long term.
Realizing XM
Setting priorities and performance indicators
REALIZE is all about identifying and tracking the right metrics. The indicators that align with the organization’s overall priorities.
No lack of data exists in business. Neither do ways of using the information. REALIZE narrows things down by starting with the end in mind. The competency analyzes the value an XM program must deliver, then pinpoints the
Activating XM
Ensuring everyone has the skills, support, and motivation to take part in the XM strategy
ACTIVATE overcomes this natural inertia by ensuring everyone within an organization—from the c-suite to the front line—has the skills, support, and motivation to take part in the XM strategy.
Enlightening XM
Capturing, analyzing, and distributing actionable insights
ENLIGHTEN includes four XM Skills for turning basic information into valuable insights:
- X- and O-Data Integration
- Experience Monitoring
- Insights Discovery
- Insights Distribution
Responding XM
Building organizational mechanisms to continuously take action based on insights
RESPOND, the fifth competency in the XM Operating Framework, focuses on building systems throughout an organization that use data to drive change.
Disrupting XM
Identifying and creating experiences that differentiate the organization from its competitors
DISRUPT: Differentiation by Design
Finding and fixing current problems is essential, but not enough, to truly develop long-term customer loyalty. Organizations must consider their future role in meeting consumer needs and the forces affecting the evolution.
