The XM diffusion cycle

Most organizations adopt Experience Management (XM) by starting with a small number of isolated use cases and then adding new areas of focus over time. In most cases, these expansion efforts are haphazard and run into a common set of obstacles. When we examined dozens of XM programs, we uncovered a productive and repeating cycle being applied by many XM leaders — even though they didn’t notice they were following it. Using those insights, we’ve defined the XM Diffusion Cycle (XMDC) as the key set of techniques that allow organizations to strategically expand XM.