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Research

Operationalizing XM

An ever-increasing flow of information is shifting power from institutions to individuals, while new technologies are redefining business models and shortening product lifecycles. To succeed in this environment, organizations need to adopt a new approach that focuses more on the experiences of human beings throughout their ecosystem. How? By developing a discipline called Experience Management (XM). This report introduces this new approach and provides details around the XM Operating Framework, which is built on a combination of competency, technology, and culture. It also outlines the six XM Competencies—LEAD, REALIZE, ACTIVATE, ENLIGHTEN, RESPOND, and DISRUPT—that organizations should focus on to improve their XM capabilities. Finally, the report explores the five stages of XM maturity that companies will progress through as they master the six Competencies and the XM Diffusion path that companies should follow as they expand their XM efforts across their entire enterprise.

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