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DATASNAPSHOT
ExperienceManagementTrends,2024
JamesScutt,XMP
PrincipalXMCatalyst
TaliaQuaadgras
ResearchProgramManager
March2024
Copyright?2024Qualtrics?.Allrightsreserved.
ExecutiveSummary
STUDYKEYFACTS
?283XMprofessionalsfromcompanieswith1,000+employees
?SourcedthroughtheXMInstitutenetwork
?ConductedinQ12024
KEYFINDINGSINTHISREPORT
AspartofQualtricsXMInstitute’sQ12024ExperienceManagement(XM)ProfessionalsStudy,weaskedhundredsXMprofessionalsabouttheirplannedXMinvestments,2024employeeandcustomerexperiencepriorities,andexpectedfutureusageofXMtechnologies.Fromouranalysis,wefoundthat:
Two-thirdsoforganizationsareinthesecondorthirdstageofXMmaturity.Two-thirdsofpractitionersdescribedtheirorganization’sstateofXMMaturityaseitherStage2:Investigate,orStage3:Mobilize,at33%each.Twelvepercentsaytheirorganizationisinthefirststageofmaturity(Investigate),while5%haveachievedthefifthstage:Embed.
Trustisgrowinginimportance,butmanyorganizationsstilldon’tmeasureit.Sixty-ninepercentofrespondentssaidthatcustomertrustwillbemoreimportanttotheirorganization’ssuccessthisyearcomparedtolastyear,while61%saidthesameaboutemployeetrust.Despitethisincreasingimportance,only21%measurecustomertrustmonthlyormore,while24%don’tmeasureitatall.
OrganizationsareinvestingmoreinXMtechnologyandlessinXMconsultants.Comparedtolastyear,30%ofXMprofessionalsexpecttheirorganizationtoinvestmoreinXMtechnology,while14%expecttoinvestless.XMconsultantsmayexpectadecreaseinworkthisyear,with30%oforganizationsspendinglessonthisresourceandjust14%expectingtospendmore.
ThosewithhigherXMambitionalsoenjoystrongerbusinessresults.Comparedtoorganizations’whosebusinessresultsareonparorworsethanindustrypeers,thosewithstrongerbusinessresultsaremorelikelytohaveseniorleaderswithsomewhat(+11percentagepoints)orveryhigh(+2percentagepoints)ambitionforimprovingtheorganization’sXM.
Copyright?2024Qualtrics?.Allrightsreserved.
ExperienceManagementTrends,2024
FIGURESINTHEREPORT
1.OrganizationDemographics
2.XMMaturity
3.PreviousChangeinFocusonXMAreas
4.FutureFocusonXMAreas
5.ImportanceofCustomerTrust
6.ImportanceofEmployeeTrust
7.OrganizationalXMTechnology&Competency
8.OrganizationalXMCulture&Ambition
9.2024ExperienceManagementResourceInvestments
10.2024CustomerExperienceFocus
11.2024EmployeeExperienceFocus
12.2024TechnologiesUsage(Part1)
13.2024TechnologiesUsage(Part2)
14.XMResourceInvestmentsbyBusinessResults
15.IncreasedTechnologyFocusbyBusinessResults
16.CustomerTrustMeasurementbyBusinessResults
17.XMAmbitionbyBusinessResults
STUDYOVERVIEW
ThedataforthisreportcomesfromanXMprofessionalsstudythatQualtricsXMInstituteconductedinthefirstquarterof2024.Usinganonlinesurvey,XMInstitutecollecteddatafrom283XMprofessionalsfromorganizationswith1,000ormoreemployees.
XMInstitutesurveyedXMmanagementprofessionalsconnectedthroughoursubscriberlistforourmonthlynewsletter,throughmembersofXMPros(ExperienceManagementProfessionalscommunity),andotherprofessionalnetworkingsites.
Methodology
Copyright?2024Qualtrics?.Allrightsreserved.
OrganizationDemographics
HowmanyemployeesarethereinyouroverallHowmanyfull-timeemployeesarededicated
KEYTAKEAWAYS
organization?
46%
10,000ormore
18%
5,000to9,999
21%
+Morethanhalfofrespondentscame
2,000to4,999
15%
fromorganizationswith10orfewer
employeesdedicatedtoXM.
+Forty-sixpercentofrespondents
1,000to1,999
have10,000ormoreemployeesin
theiroverallorganization.
Whichofthefollowingbestdescribesyour
36%
32%
29%
3%
organization’sprimarycustomers?
Primarilybusinesses
Consumersand
businessesequally
Primarilyconsumers
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Primarilygovernment
Morethan100
agencies
1%
Primarilynon-profitorganizations
toXMinyourorganization?
18%
1or2
3to5
26%
6to10
11to20
21to40
41to60
61to80
81to100
14%
10%
5%
6%
2%
5%
13%
Copyright?2024Qualtrics?.Allrightsreserved.
XMMaturity
Whichofthefollowingbestdescribesyourorganization’soverallstateofXMmaturity?
KEYTAKEAWAYS
12%
Stage1:INVESTIGATE
Stage2:INITIATE
33%
saytheirorganizationisinthefirst
stageofXMMaturity:Investigate.
+Thirty-threepercentoforganizations
+Justtwelvepercentofrespondents
areineachofthe2ndand3rdstages
33%
Stage3:MOBILIZE
ofXMMaturity:InitiateandMobilize.
19%
Stage4:SCALE
ABOUT
5%
Stage5:EMBED
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Copyright?2024Qualtrics?.Allrightsreserved.
PreviousChangeinFocusonXMAreas
Howhasyourorganization’sfocusontheseelementsofExperienceManagementchangedoverthepasttwoyears?
KEYTAKEAWAYS
Customer
experience
+Eighty-twopercentofrespondents
saidthattheirorganization’sfocus
oncustomerexperiencehas
increasedoverthepasttwoyears.
+Respondentsleastfrequentlysaid
Employee
experience
thattheirorganization’sfocuson
productexperiencehasincreased
overthepasttwoyears,at52%.
Brand
experience
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Product
experience
SignificantlyincreasedModeratelyincreasedNochangeModerately/Significantlydecreased
41%
41%
14%
24%
43%
24%
9%
18%
37%
31%
6%
16%
36%
37%
Copyright?2024Qualtrics?.Allrightsreserved.
FutureFocusonXMAreas
Comparedwith2023,howmuchdoyouthinkyourorganizationwillfocusontheseelementsofExperienceManagementin2024?
KEYTAKEAWAYS
Customer
experience
+In2024,62%ofrespondentsexpect
theirorganizationstofocusmoreoncustomerexperiencecomparedto2023.
+Employeeexperiencewillreceivethe
Employee
experience
greatestdeclineinfocus,with8%ofrespondentsestimatingthattheirorganizationwillfocusonthisareamoderatelyorsignificantlylessthanin2023.
Product
experience
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Brand
experience
SignificantlymoreModeratelymoreAboutthesameModerately/Significantlyless
24%
38%
34%
12%
40%
40%
8%
13%
33%
52%
15%
34%
47%
Copyright?2024Qualtrics?.Allrightsreserved.
ImportanceofCustomerTrust
Howfrequentlydoesyourorganization
measurecustomertrust?
KEYTAKEAWAYS
Comparedtolastyear,howimportantiscustomertrusttoyourorganization’ssuccess?
10%
Significantly
moreimportant
Morethanmonthly
33%
+Sixty-ninepercentofrespondents
11%
Monthly
Somewhatmore
important
saythatcustomertrustismore
36%
importanttotheirorganization’s
successcomparedtolastyear–
13%
Quarterly
whilenonesaiditislessimportant.
+Nearlyone-quarter(24%)of
Aboutthesame
30%
12%
respondentssaythattheydon’t
Semi-annually
measurecustomertrustatall.
26%
Annually
0%
Somewhatlessimportant
4%
Everyotheryear
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Significantly
0%
lessimportant
24%
Notatall
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Copyright?2024Qualtrics?.Allrightsreserved.
ImportanceofEmployeeTrust
Howfrequentlydoesyourorganization
measureemployeetrust?
Comparedtolastyear,how
importantisemployeetrusttoyour
KEYTAKEAWAYS
organization’ssuccess?
2%
Significantly
moreimportant
Morethanmonthly
25%
+Sixty-onepercentofrespondents
4%
Monthly
saythatemployeetrustismore
Somewhatmore
important
importanttoyourorganization’s
successcomparedtolastyear,
while7%saiditislessimportant.
+Fourteenpercentoforganizations
36%
17%
Quarterly
don’tmeasureemployeetrust.Forty
Aboutthesame
Semi-annually
15%
33%
percentmeasureemployeetrust
annually.
40%
Annually
Somewhatlessimportant
5%
8%
Everyotheryear
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Significantly
lessimportant
Notatall
2%
14%
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Copyright?2024Qualtrics?.Allrightsreserved.
OrganizationalXMTechnology&Competency
Howwouldyourateyourorganization’s
XMskillsandcapabilities?
Howwouldyourateyourorganization’s
technologythatsupportsyour
KEYTAKEAWAYS
organization’sXMefforts?
7%
9%
Verystrong
ratetheirorganizations’XM
technologyasstrong.48%saythe
+Nearlyhalf(49%)ofrespondents
41%
40%
Somewhatstrong
sameabouttheirorganization’sXM
skillsandcapabilities.
25%
29%
Neitherweaknorstrong
ABOUT
22%
26%
Weak
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Copyright?2024Qualtrics?.Allrightsreserved.
OrganizationalXMCulture&Ambition
Whatlevelofambitiondoesyourorganization'sseniorleadershave forimprovingtheorganization’s
Towhatdegreedoesyourorganization's
culturesupportyourExperience
KEYTAKEAWAYS
Managementefforts?
ExperienceManagementcapabilities?
Significantly
enhances
+Thirteenpercentofrespondents
13%
Veryhigh
reportedthattheirorganization’s
culturesignificantlyenhancestheir
XMefforts.23%saytheirculture
inhibitstheirXMefforts.
+Halfofrespondentssaytheirsenior
Somewhatenhances
41%
Somewhathigh
leadershavesomewhatorveryhigh
ambitionforimprovingthe
organization’sXMcapabilities.
Neitherenhances
norinhibits
23%
Neitherhighnor
low
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Inhibits
23%
Low
15%
35%
33%
17%
Copyright?2024Qualtrics?.Allrightsreserved.
2024ExperienceManagementResource
Investments
Comparedwithlastyear,howmuchdoyouthinkyourorganizationwillinvestintheseExperienceManagementresourcesthisyear?
KEYTAKEAWAYS
XMtechnology
+Thirtypercentofrespondents
expecttheirorganizationtoinvestin
XMtechnologymorethanlastyear,
while14%expectlessinvestmentin
thisresource.
+Fourteenpercentofrespondents
XM-focusedtraining
Full-timeXMemployees
saidtheirorganizationswillinvestin
XMconsultantsmorethisyear,
while30%saidthey’llinvestless.
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
XMconsultants
SignificantlymoreModeratelymoreAboutthesameModerately/Significantlyless
27%
55%
14%
23%
57%
16%
18%
65%
16%
11%
56%
30%
Copyright?2024Qualtrics?.Allrightsreserved.
2024CustomerExperienceFocus
Comparedwithlastyear,howmuchemphasisdoyouthinkyour
organizationwillplaceontheseareasofcustomerexperiencein2024?
KEYTAKEAWAYS
Designingandlaunchingnewofferingsforcustomers
Gaininginsightsfrom
+XMprofessionalsexpectthe
greatestincreaseintheir
organization’sCXemphasistobe
ondesigningandlaunchingnew
offeringsforcustomersin2024,at
67%,whilejust3%expectemphasis
onthisareatodecrease.
customer-facingemployees
Trackingandimprovingcorecustomerexperiencemetrics(e.g.,NPS)
Improvingexisting
customerinteractions
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Deliveringmorepersonalizedcustomerexperiences
SignificantlymoreModeratelymoreAboutthesameModerately/Significantlyless
16%
51%
30%
10%
45%
40%
13%
40%
44%
9%
37%
49%
8%
36%
49%
7%
Copyright?2024Qualtrics?.Allrightsreserved.
2024EmployeeExperienceFocus
Comparedwithlastyear,howmuchemphasisdoyouthinkyour
organizationwillplaceontheseareasofemployeeexperiencein2024?
KEYTAKEAWAYS
Trackingandimproving coreemployeeexperiencemetrics(e.g.,engagement)
Measuringandimprovingspecificemployeejourneys (e.g.,onboarding,training)
Measuringandimprovingdiversity,equity,andinclusion(DEI)
+Comparedwithlastyear,XM
professionalsexpectthegreatest
EXincreaseinemphasisintheir
organizationtobeontrackingand
improvingcoreemployeeexperience
metrics(44%.)
+Just19%ofXMprofessionals
expecttheirorganizationtofocus
moreonadaptingtonewmodelsof
working,while16%expectfocuson
thisareatodecreasein2024.
Buildingastronger
employerbrandtoattract
newcandidates
Adaptingtonewmodelsof
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
working,suchashybrid
SignificantlymoreModeratelymoreAboutthesameModerately/Significantlyless
8%
36%
49%
7%
7%
36%
49%
8%
11%
28%
52%
10%
8%
28%
56%
8%
15%
64%
16%
Copyright?2024Qualtrics?.Allrightsreserved.
2024TechnologiesUsage(Part1)
HowmuchofaprioritywillitbeforyourExperienceManagementefforts
toincreasefocusontheseelementsoverthenexttwoyears?
KEYTAKEAWAYS
EssentialHighpriorityModeratepriorityModerately/Significantlyless
38%
29%
15%
17%
Digitalexperience
analytics
35%
31%
17%
17%
Usingdatatodrive
personalizations
+XMprofessionalsexpectthe
increasedfocusondigitalexperienceanalyticsthemost,at55%.
34%
36%
16%
14%
Buildingcustomized
reportinganddashboards
34%
13%
16%
37%
Predictiveanalytics
34%
17%
18%
30%
Text/speechanalytics
11%
35%
39%
15%
Customerjourneyanalytics
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Determininghumansentiment
ABOUT
14%
32%
33%
21%
Copyright?2024Qualtrics?.Allrightsreserved.
2024TechnologiesUsage(Part2)
HowmuchofaprioritywillitbeforyourExperienceManagementefforts
toincreasefocusontheseelementsoverthenexttwoyears?
KEYTAKEAWAYS
GenerativeAI
+Forty-fourpercentofXM
professionalsexpectgenerativeAI
tobemoreofapriorityoverthenext
twoyears,while22%sayitiseither
alowpriorityornotapriority.
+Organizationsareleastlikelyto
Triggeringautomated
workflows
Automaticallyrecommending
nextbestactions
Employeejourneyanalytics
EXandCXlinkage
prioritizedevelopingexperiences
usingaugmentedrealityorvirtual
realityexperiences,withjust9%of
XMprofessionalsplacingitasa
highpriorityoressential.
analytics
Developingvirtualrealityexperience(e.g.,metaverse)
Developingexperiences
usingaugmentedreality
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
EssentialHighpriorityModeratepriorityModerately/Significantlyless
13%
31%
34%
22%
12%
32%
35%
21%
9%
27%
32%
32%
6%
21%
42%
32%
6%
20%
35%
39%
7%
13%
78%
7%
13%
79%
Copyright?2024Qualtrics?.Allrightsreserved.
XMResourceInvestmentsbyBusinessResults
Comparedwithlastyear,howmuchdoyouthinkyourorganizationwillinvestintheseExperienceManagementresourcesthisyear?
KEYTAKEAWAYSSignificantlyorsomewhatmore
Businessresultsbetterthanmajorcompetitors
Businessresultsthesameorworsethanmajorcompetitors
+Organizationswithbetterbusiness
resultsthancompetitorsaremore
likelytoinvestmoreinXM
consultantsandfull-timeXM
employees.
+Thegreatestgapbetween
XM-focusedtraining
XMtechnology
businesseswithbetterresults
comparedtothosewithsimilaror
worseresultsthancompetitorsis
forincreasedinvestmentsinfull-
timeXMemployees.
XMconsultants
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
FulltimeXMemployees
26%
29%
30%
32%
14%
13%
23%
12%
Copyright?2024Qualtrics?.Allrightsreserved.
IncreasedTechnologyFocusbyBusinessResults
HowmuchofaprioritywillitbeforyourXMeffortstoincreasefocusonthis
KEYTAKEAWAYS
elementoverthenexttwoyears?
Businessresultsbetterthanmajorcompetitors
Businessresultsthesameorworsethanmajorcompetitors
Usingdatatodrivepersonalizations
GenerativeAI
19%
Essential
+Companieswithstrongerbusiness
7%
performancethantheircompetitors
aremorelikelythanthosewith
similarorworseperformancetosay
itisessentialorahighpriorityto
increasefocusonGenerativeAIand
usingdatatodrivepersonalizations.
33%
38%
High
priority
28%
31%
Moderate
priority
37%
16%
ABOUT
Base:283XMProfessionalsfromorgswith1,000+employees
Source:QualtricsXMInstituteQ12024XMProfessionalsSurvey
Low/nota
priority
29%
20%
13%
32%
30%
32%
12%
23%
Copyright?2024Qualtrics?.Allrightsreserved.
CustomerTrustMeasurementbyBusinessResults
Howfrequentlydoesyourcompanycurrentlymeasurecustomertrust?
Businessresultsbetterthanmajorcompetitors
Businessresultsthesameorworsethanmajorcompetitors
KEYTAKEAWAYS
Monthlyormore
+Organizationsreportingstronger
businessresultsthanthosewith
averageorworseresultsarealso9
pointsmorelikelytomeasure
customertrustmonthlyormore
frequently,whilethosewithworse
resultsare3pointsmorelikelynot
tomeasurecustomertrustatall.
Quarterly
Semi-annually
Annually
Everyotheryear
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