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Operationalizing XM

Power is shifting from institutions to individuals. At the same time, technology is redefining business models and shortening product lifecycles.

Experience management (XM) is how organizations thrive in this new environment, enabling them to design and improve experiences across the four core areas of business: customer, employee, product, and brand.

In this report, discover how you turn XM theory into practice. The XM Operating Framework is a blueprint for how you operationalize XM, outlining the technology, culture and competencies you need to succeed.

And whether you’re at the start of your XM journey or already leading the way, use our maturity scale to understand where you need to focus to elevate your program and expand XM across your organization.