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Last week I attended the Qualtrics X4 Experience Management Summit. It was two days packed with phenomenal keynotes, but most importantly it was centered around the idea of creating brands and experiences that break through the noise. Customer experience isn’t just another buzzword, it has real monetary value but it’s up to you to decide whether it’s going to work for you or against you. NBA Commissioner Adam Silver captured this perfectly,
Everyone’s in the experience business whether they realize it or not.
Here are my top three takeaways from the conference.
If there was a message that was heard loud and clear throughout the conference, it’s that experience is more important than ever. It’s critical to be connecting with your customers and finding out why things are happening, not just looking at the numbers. By marrying X data (experience data) with O data (operational data) companies can get the full picture of how they’re performing and begin to close the experience gap that so many companies are facing today. SAP CEO, Bill McDermott, put it best:
If you’re not competing on experience you’re in a race to the bottom.
The old saying goes, “know your audience” couldn’t be more true when it comes to building products and experiences. Intention was the main topic of Oprah’s keynote (yes, you read that right Oprah). She touched on the multiple breakthrough moments she had in her career and how they inspired her to live with intention. When it comes to creating products and experiences there should be a deep understanding as to how you want your users to feel after they’ve interacted with your experience. Ask yourself what your intention is and, as Oprah said,
Your legacy is every life you touch.
When the CEO of SAP says that everyone should make investing in experience management their top priority, you listen. The experience you provide to your customers will set you apart from the pack—just make sure it’s an experience you’re proud of. It’s not just investing in the tools that are going to bring the voice of the customer to the boardroom, it’s also about investing in those around you. President Barack Obama highlighted the importance of a great team when he said,
Every business that’s successful is successful because of the people around them.
Make sure that you’re surrounded by teams who are willing to help you push the boundaries and step outside the box.
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