Key Findings

As part of Qualtrics XM Institute’s Q1 2024 Experience Management (XM) Professionals Study, we asked hundreds XM professionals about their planned XM investments, 2024 employee and customer experience priorities, and expected future usage of XM technologies. From our analysis, we found that:

  • Two-thirds of organizations are in the second or third stage of XM maturity. Two-thirds of practitioners described their organization’s state of XM Maturity as either Stage 2: Investigate, or Stage 3: Mobilize, at 33% each. Twelve percent say their organization is in the first stage of maturity (Investigate), while 5% have achieved the fifth stage: Embed.
  • Trust is growing in importance, but many organizations still don’t measure it. Sixty-nine percent of respondents said that customer trust will be more important to their organization’s success this year compared to last year, while 61% said the same about employee trust. Despite this increasing importance, only 21% measure customer trust monthly or more, while 24% don’t measure it at all.
  • Organizations are investing more in XM technology and less in XM consultants. Compared to last year, 30% of XM professionals expect their organization to invest more in XM technology, while 14% expect to invest less. XM consultants may expect a decrease in work this year, with 30% of organizations spending less on this resource and just 14% expecting to spend more.
  • Those with higher XM ambition also enjoy stronger business results. Compared to organizations’ whose business results are on par or worse than industry peers, those with stronger business results are more likely to have senior leaders with somewhat (+11 percentage points) or very high (+2 percentage points) ambition for improving the organization’s XM.

Figures

Here are the figures in this Data Snapshot:

  1. Organization Demographics These charts show the number of employees in respondents' organizations, who their primary customers are, and how many full-time employees are dedicated to XM in their organization.
  2. XM Maturity This chart shows the percentage of respondents that are in each stage of XM Maturity.
  3. Previous Change in Focus on XM Areas This chart shows how organizations' focus on CX, EX, PX, and BX have changed over the past two years.
  4. Future Focus on XM Areas This chart shows how much more or less respondents expect their organization to focus on CX, EX, PX, and BX in 2024 compared to 2023.
  5. Importance of Customer Trust These charts show how much more important customer trust is to respondents' organizations' success, and how frequently they measure customer trust.
  6. Importance of Employee Trust These charts show how much more important employee trust is to respondents' organizations' success, and how frequently they measure employee trust.
  7. Organizational XM Technology & Competency These charts show how respondents rate their organization's XM technology and XM skills and capabilities.
  8. Organizational XM Culture & Ambition These charts show how respondents rate their organizations XM culture and leaders' XM ambition.
  9. 2024 Experience Management Resource Investments This chart shows how much respondents think their organization will invest in XM technology, training, employees, and consultants in 2024 compared to 2023.
  10. 2024 Customer Experience Focus This chart shows how much more emphasis respondents think their organization will place on 5 areas of CX in 2024 compared to in 2023.
  11. 2024 Employee Experience Focus This chart shows how much emphasis respondents think their organization will place on 5 areas of employee experience in 2024 compared to in 2023.
  12. 2024 Technologies Usage (Part 1) This chart shows how much of a priority respondents say it will be to increase focus on 7 XM areas over the next 2 years.
  13. 2024 Technologies Usage (Part 2) This chart shows how much of a priority respondents say it will be to increase focus on 7 XM areas over the next 2 years.
  14. XM Resource Investments by Business Results This chart shows how much respondents' organizations will invest in XM resources this year according to their business results.
  15. Increased Technology Focus by Business Results This chart shows how much respondents' organizations will prioritize increased focus on generative AI and data for personalizations according to their business results.
  16. Customer Trust Measurement by Business Results This chart shows how much respondents' organizations currently measure customer trust according to their business results.
  17. XM Ambition by Business Results This chart shows how much XM ambition respondents' organizations' senior leaders have according to their business results.
  18. Methodology This image shared the data calculations for all previous figures.