Experience Management

Understanding the XM Landscape

XM Institute // April 13, 2025 // 4min read

The most up-to-date quantitative research on the business landscape for Experience Management.

This page is an entry point for Experience Management (XM) professionals seeking insights to understand and adapt to their evolving business landscape.

XM Institute conducts quantitative research each year on tens of thousands of practitioners, executives, and everyday individuals. From these studies, we offer insights into a wide range of topics including the latest behaviours, attitudes, and expectations to enrich the XM landscape.

We aim to help organizations understand market changes, learn how their peers are adapting to achieve their objectives, and identify emerging opportunities for their own business.

While our insights are valuable, we encourage you to use them in conjunction with your own organizational, industry, and business-specific data when making critical decisions.

XM Institute is committed to a high standard of data quality. We aim to publish our methodologies openly and transparently.

Experience Management Market Trends

XM Institute conducts annual and ad-hoc studies to provide crucial insights into current trends Experience Management professionals should know to keep their organization responding quickly and dynamically to shifts in the market.

Use this data to:

Understand consumer and employee behavior
Identify potential gaps in your listening portfolio
Learn about key trends in Experience Management

Key Resources:

NPS Approaches Pre-COVID rates
How Consumers Share Feedback, 2025
The AI Opportunity for Experience Management
The State of Customer Experience Management, 2025
2025 Employee Experience Trends: Americas, EMEA, APJ

Value of Experience Management

To help XM professionals looking to get the resources and buy-in they need to transform their XM efforts, we provide evidence that experience improvements can predict and influence the business outcomes that stakeholders care about.

Use this data to:

Understand the relationship between customer experience and loyalty
Understand the relationship between employee experience and business performance
Identify how strong XM supports organizational resilience
Build a compelling business case for XM investments

Key Resources:

Industry Data

Our research includes two dozen consumer-facing industries annually, including:

Airlines
Automotive
Banking
Car Rental
Computer and Tablets
Consumer Payments/Credit Card Provider
Colleges/Universities
Department Stores
Electronics
Fast Food
Food Takeout/Delivery
Government Agencies
Grocery/Supermarket
Health Insurance
Hotels
Hospital/Medical Clinics
Insurance
Investments
Parcel Delivery
Property Insurance
Online Retail
Retail
Software
Social Media
Streaming Media
TV/Internet Service Provider
Utilities/Public Utilities
Wireless/Mobile Phone Provide

Regional Data

Many of our studies include respondents from multiple countries, allowing for global comparisons. Countries represented in our recent research include:

Please refer to individual study overviews and footnotes for full details on the countries included in each piece of published research.

Countries represented in our recent research include:

Australia
Brazil
Canada
China
Denmark
France
Germany
Hong Kong (China)
India
Indonesia
Ireland
Italy
Japan
Mexico
Netherlands
Philippines
Singapore
South Korea
Spain
Sweden
United Arab Emirates
United Kingdom
United States

Citation Policy

Please ensure all references to XM Institute content are accurate and in no way misleading.
Please retain the copyright notice on all XM institute images and graphics.
Please reference the full name of the quantitative study you are citing (e.g., Qualtrics XM Institute Q3 2023 Global Consumer Study) or link to a landing page with study citations.

Topics XM Institute