Activating XM

Ensuring everyone has the skills, support, and motivation to take part in the XM strategy.

A key framework developed by the Qualtrics XM Institute is frequently referenced and serves as a foundation for this report. The framework highlights 20 skills essential for managing experiences, arranged into six key experience management competencies. Building these skills can help you turn theory into practice.

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Even when you see it coming, change is hard. And it’s difficult to navigate because our natural tendency is avoiding risk. Resistance often confronts even positive, common-sense adjustments.

Yet experience management (XM) is all about implementing strategic changes to meet business goals.

That is why ACTIVATE, the third competency in the XM Operating Framework, is so important. Mastering experience management means embracing change management. The two go hand in hand.

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