Experience management (XM) is a key focus for organisations battling for the hearts and minds of consumers. In 2019, businesses looking to achieve a competitive advantage through XM will need to understand the essential roles of emerging technologies and data analytics in delivering superior experiences, according to Qualtrics.
Qualtrics principal consultant Vicky Katsabaris says, “The field of XM is currently undergoing an enormous amount of learning and maturing. This has given rise to a number of key trends, most of which require organisations to understand and leverage predictive technology.”
Qualtrics has identified some trends that businesses must be aware of in 2019:
1. Humanising through technology
Companies are starting to recognise that customers and employees have unique emotions, wants, needs, beliefs, and motivations. Data can help deepen this understanding and deliver more emotionally resonant experiences.
Katsabaris continues, “It’s high time organisations start to incorporate the human element of experiences into their research and analytics. By recognising and categorising human emotions and drivers, organisations will be better able to respond to these appropriately, delivering a much higher quality experience.”
2. Tailoring insights for action
While many companies recognise the value of data, not all are proficient at turning data into actionable and useful insights. It’s essential for organisations to be strategic in how they collect information and tailor it to their separate audiences, and how they identify and act on improvement opportunities.
Trends in this area include:
Katsabaris concludes, “To be successful, companies rely on engaged and motivated employees. This means they need to gather information effectively and analyse it appropriately to get the maximum benefit.”