Happy 2025! While we at XM Institute are already gearing up for another year chock-full of quality content, community events, and knowledge-building opportunities, we first want to reflect on all we accomplished last year.

We brought our expertise to you, hitting the road to meet and exchange ideas with Experience Management (XM) professionals all over the world at more than 100 events. We’ve had the privilege to meet thousands of practitioners doing the hard work to improve experiences.

We also launched our new XM Fundamentals training course this year, now available online on both XM Basecamp and EdX! This course is composed of five modules and an exam, and provides you with the XM Fundamentals certification upon completion.

In 2025, we’re looking forward to hearing from and meeting with XM professionals — both in-person and online — as we establish a new community space of dedicated practitioners and provide them with networking and engagement opportunities with a focus on growth, learning, and collaboration. You can indicate your interest here to be an early member of the new community and stay up to date on changes.

Our XM Library expanded in 2024 and is now home to over 800 individual assets and a variety of content types. Forty-nine new pieces of content joined the library this past year.

Paging through all our new content pieces (and the good oldies!) would be a massive undertaking, so we’re here to help you start the year strong and steer you toward our top content from 2024. We’ve split our listicle into three categories: our most popular new resources, our favorite new resources, and our all-time top-performing content.

Most Popular New Resources

We can only crown a few of our new pieces of content from 2024, but five came out on top:

• Template: Value Chain Framework(Tool). XM professionals continue to struggle to make the connection between their Experience Management efforts and business metrics and outcomes. This makes it that much more difficult to secure the capital and support they need to continue driving meaningful change. This tool – the most popular new resource from 2024 – shares a framework to help transform XM insights into quantified, defensible outcomes in language your organization understands.
• Economics of Net Promoter Score, 2024 (Data Snapshot). An XM Institute classic, this annually updated report continues to support the age-old case that consumer loyalty behaviors (likelihood to forgive, purchase more, etc.) are positively affected when organizations convert detractors into promoters. Check out how organizations in 23 different industries – including retail, airlines, and hotels – may benefit from improving customer advocacy.
• Introducing Journey-Centric Experience Management (Research). Our most popular research report of 2024 defined Journey-Centric Experience Management (JCXM) as an approach that aligns XM efforts around journeys to maximize their impact on business and experience outcomes and details the three shifts organizations must make in order to move toward JCXM. We also share recommendations for tactical steps to implement such a journey-centric approach.
• Introducing the Four Technology Pillars of an Effective XM Platform (Blog). A solid technological foundation is an essential element of the XM Operating Framework. In this blog post, we first introduce the capabilities of the four technology pillars of an effective XM platform: Listen, Act, Understand, and Operate. In a subsequent post, we further explain these five capabilities and features that make up an effective XM platform. A robust XM platform doesn’t just coalesce overnight, however, so the final part in our technology series walks through the five stages an organization’s technological capabilities will evolve through as it progresses up the maturity ladder.
• The Evolution to Modern Experience Management (Blog). Is your organization evolving toward Modern XM? We share the shifts in activities and practices that organizations must make to successfully evolve from a practice of passive market research into Modern XM, enabling Dynamic Instrumentation, Actionable Intelligence, and Adaptive Processes — capabilities that will radically improve every aspect of an organization’s operation. Check out the full post to understand how developing these capabilities will benefit your organization and how your business transformation may evolve.

Our Favorite Content of 2024

We’re often in the position where XM Institute’s favorite content doesn’t become your favorite content, but today we get to highlight those that we think deserve their time in the spotlight. Five of our most potent and useful assets are:

• The State of B2B Customer Experience Management, 2024 (Blog). Given the dearth of data on customer experience in any B2B sector, it should come as no surprise that this 2024 report on the state of B2B CX Management was quite a popular resource among practitioners. Using responses gathered from CX professionals at B2B firms, we shared specifics on topics like CX governance structures, customer listening elements among B2B organizations, and how CX has evolved from our previous analysis in 2022.
• Building an Ethical and Effective Passive Listening Program (Blog). Passive employee listening through the collection and utilization of unsolicited data is a growing innovative practice that can provide employee experience teams with more accurate and actionable insights…and inspire a swath of concerns from wary employees. In this post, we review data from a 2024 employee study and share a set of recommendations for creating an effective passive listening program to drive continuous improvement without breaching employee trust.
• How the National Library of Medicine uses Experimentation to explore AI Applications (XM Discussion Video). This year, we revamped our XM Discussions to share timely discussions with XM professionals who are putting interesting and trailblazing XM activities into practice. At NLM, an organization with over 100 years of records in need of digitizing, AI tools will certainly become an integral part of the process, but systematically identifying the right tools and the right use cases to uplevel with AI solutions is key to achieving their goals more quickly and economically.
• Getting Started: Integrating Digital into your CX Efforts (Blog). It’s 2025, and digital teams, technologies, and data can (and should!) be part of CX efforts. We identified five steps and specific actions and tips to consider to foster a valuable partnership between your CX and Digital teams and deliver improved experiences to customers through this essential interaction channel. Check out some starting points and examples of collaborative projects you can take on with your digital counterparts.
• Global Study: Consumer Feedback Channels, 2024 (Data Snapshot). In 2024, we published an update to our research on how consumers share feedback after very good and very bad experiences. We were also able to compare our research from 2021, and learned definitively that consumers are sharing less feedback directly with organizations and in fact are sharing less feedback entirely. Check out this report to understand the different volumes of feedback you may expect through structured listening channels after good versus bad experiences and how consumer feedback through other channels has changed over time.

The Heavyweights: All-Time Most Popular Content

Since the origin of xminstitute.com – just five years ago – a few of our resources have remained consistently popular every year. Here are some of the most-read assets that we’ve ever published:

• How to Build a CX Program Roadmap (How-to Guide). Quickly rising to our most popular resources, this comprehensive how-to guide provides a step-by-step breakdown of how to create your customer experience (CX) program roadmap, an essential piece in aligning stakeholders and developing a set of actionable activities. We’ve created a guide for building an employee experience (EX) roadmap as well.
• What is Experience Management? (Multimedia). This short video explains the basics of Experience Management (XM) and the business case for investing in it. You can send this video to colleagues or leaders to provide them with a quick introduction to XM or watch it yourself as a refresher. If you are interested in more details, check out our Introduction to Experience Management Launchpad as well.
• CX Maturity: Assessment (Tool). We created this free assessment to help you evaluate your performance across the six XM Competencies and 20 XM Skills, which will help you determine your organization’s stage of maturity. This tool can then help you develop action plans to progress towards your CX goals. In addition, we have Digital CX, EX, and XM maturity assessments available.
• The Three Core Functions of a CX Center of Excellence (Blog). We shared our advice on how to design a CX Center of Excellence back in 2022, but this blog’s steady growth in popularity over the years has us excited about the momentum the use of this structure has gathered. While creating this centralized unit is a great step, ensuring it has the authority, attention, and budget it needs is essential to driving successful CX initiatives across the business. Check out other recommendations and activities often administered by this group in the full post.
• The XM Operating Framework (Launchpad). Finally, this popular launchpad walks you through how to start building your Experience Management capabilities by adopting the XM Operating Framework and its three elements: Technology, Competency, and Culture. Get familiar with these elements as well as the six XM Competencies, expert tips for taking action, and key resources to help you on your journey.

Hopefully, this list introduced you to helpful resources and ideas that you can use to grow and improve your XM program in 2025. And don’t forget to subscribe to our monthly newsletter, the XM Journal, to stay up-to-date on all our new content and upcoming activities!

The bottom line: There is lots more to come from XM Institute in 2025!