Experience Management is a way to track, measure, analyze and improve any interaction people have with the organization. Those people can be employees, customers, vendors, suppliers, and other stakeholders. Experience is the perception and related feelings those people associate with the company based on interaction(s) they have had. Experience is measured by quantitative and qualitative means using analytics tools and surveys. Experience management solutions empower organizations to visualize and improve the overall experience within the company in order to achieve better business results.
One of the key aspects of experience management is employee experience management. Employee experiences range widely across multiple touchpoints including IT, (Digital Employee Experience or DEX), HR, security, real estate, and so on. The focus on the employee experience in the last 18-24 months has led to an increasing need for someone in the organization to oversee these siloed experiences; thus organizations have been increasingly hiring Chief Experience Officers for that purpose.
Organizations embark on the experience management journey to improve business outcomes. For example, satisfied customers will generate more revenue, and happy employees will be more engaged and productive. A Gartner report on employee experience projects that organizations whose employees are largely satisfied with their experience are 48% more likely to meet customer satisfaction goals, 89% more likely to meet innovation goals, and 56% more likely to meet reputation goals.
Additional benefits of experience management include:
: The Modern Employee Experience: Increasing the Returns on Employee Experience Investments, Gartner, 2020
A few trends over the past couple of years have changed how we operate and do business, including:
Customers and employees expect to engage with the organization in a multi-channel, virtual manner, and to do so anywhere, anytime, from any device. Thus, businesses must provide enhanced digital services, and the ability to measure how end-users experience those services will become increasingly important.
To manage experience, organizations must be able to (1) measure end-user experience, (2) analyze and visualize the data in order to derive insights, (3) troubleshoot issues, and (4) remediate or correct when needed, ideally with automation.
Measure: to effectively measure end-user experience, an organization should have the ability to capture both quantitative and qualitative data. Quantitative is normally data collected by systems like:
In addition to quantitative data, organizations that want to manage experience also need to capture qualitative data to better understand the end-user sentiment and capture issues that might not come up otherwise. There are many surveying tools in the market to capture this data.
Analyze and Visualize: once the data is collected, organizations need a way to analyze and visualize the data, normally this is done through dashboards and reports. Some tools use machine learning models to provide additional, more advanced insights such as experience scores, or identifying when a KPI is outside a normal range. This enables organizations to get visibility into their environment and make data-driven decisions.
Troubleshoot: in case of an issue, organizations should proactively troubleshoot to find the root cause of the issue. In many cases, this is done manually which can be extremely time-consuming and often requires the end-user to be involved in this process. In many cases the amount of data is overwhelming and a more guided approach based on past experience can be useful, for example, in a case where the same issue has happened in the past with another user. Additionally, providing admins with more data in context to the issue at hand can speed up root cause analysis.
Remediation: once a root cause of an issue has been identified, the organization would want to fix it. In some cases, the issue can be solved by the user without intervention from the company, for example, a password reset. Ideally, organizations would want to leverage automation and self-service workflows as much as possible to cut down costs and improve the overall experience.
Organizations that are more advanced in their experience management journey would want to transition from reactive issue detection to a more proactive approach where they can identify issues before the end-user notices or their experience is impacted. Additionally, advanced organizations would provide end users with self-service options, providing more flexibility and reducing costs at the same time.