Organizations have a lot of data. However, most of what they generate is operational data (O-data), which flows from enterprise applications in areas such as HR, supply chain, and CRM. While O-data can reveal what has happened in the past, it lacks insight into why something took place or what’s likely to occur in the future.

To understand why things are happening, organizations need to capture experience data (X-data). This type of data represents how people – including customers, employees, partners, and suppliers – are thinking and feeling. X-data is essential to Experience Management as it provides insight into people’s perceptions of and attitudes towards the organization, allowing the company to identify and resolve potential issues before they escalate into significant problems.

While organizations tend to have a lot of O-data, they are woefully short of X-data. Watch this video to learn about the six types of X-data that organizations should be collecting and how they should combine this data with their O-data to drive more meaningful insights and actions across the business.