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The Global State of XM, 2020

To evaluate the current global state of Experience Management (XM), the XM Institute surveyed 1,292 executives of large organizations from eight countries: Australia, Canada, France, Germany, Japan, Singapore, the U.K. and the U.S. We asked these executives to evaluate their current XM capabilities and their delivery across the four core experience areas—customer (CX), employee (EX), product (PX), and brand (BX). We also asked about their current obstacles and priorities. When we examined the data, we found that executives reporting better XM performance also report more success across three areas of business: revenue growth, profitability, and employee retention. Additionally, executives from organizations with above-average XM capabilities are most likely to focus on customer needs as an executive priority. We also found variations from country to country, including the perceived importance of focusing on XM capabilities and obstacles to XM success.

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