EXECUTIVE SUMMARY

When used in combination, experience data (X-data) and operational data (O-data) provide valuable insight organizations need to improve customer experiences and create sustainable competitive advantage. This report provides a roadmap for overcoming the challenges associated with establishing high-value X- and O-data integration. It includes guidance for how organizations can combine X- and O-data to gain valuable insight into drivers of customer experience issues, prevent problems, personalize experiences, and demonstrate ROI.

This report was contributed to the XM Institute by Walker.