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Experience management (XM) is how companies measure and improve the experience their product or service creates for the customer. It involves more than the product itself – XM takes into account the perception or impression of products or interactions with your company that customers build in their minds.

In 2021, filling your site with great content simply isn’t enough – you must cater to your customers in order to rise in search ranking by optimizing your content marketing with high-quality search engine optimization (SEO). That’s where experience management can help you boost performance and discoverability for your business. When you learn to incorporate customer experience with web content optimization, it will significantly improve your reach and returns.

Key takeaways:

  • Learn what experience management is and how it is used. 

  • Gain a better comprehension of the types of data used in experience management applications by marketers.

  • Build a better customer perception of your brand by integrating digital experience management into your online presence including social media.

  • Find out how content optimization helps to create the customer experience.

What data is used in experience management?

Overall, experience management is a set of processes that allow you to monitor customer interactions with your company, from expectations to purchases, and identify areas where you can improve the customer experience on any of your web pages.

Using XM gives your company insight into how customers really feel about your brand and their interactions with your business. An experience management platform utilizes experience data (X-data) to review and optimize your company’s operations data (O-data):

  • O-Data: These numbers consist of your operational data, concrete numbers. O-data generally includes numerical information like sales numbers and profits.

  • X-Data: This is a representation of experience data that demonstrates customer perception, often gained through customer surveys.

You can incorporate experience management as an information source that can help direct your marketing plans. Using customer surveys results from questionnaires can give real, measurable data that includes information on your customers’ and your employees’ interactions with them.


Types of data on which experience management is built

Let’s compare the two types of data primarily used in experience management and what types of company data apply to each category. This will give you a better understanding of their importance as components of experience management platforms.

1. O-data explained with concrete examples

O-data is company data, or your side of the story. Examples of different O-data include:

  • CRM: Customer Relationship Management platforms produce O-data.

  • HRM: Human Resource Management tools can demonstrate employee costs as a comparable form of information. 

  • Sales Data: Charting your sales data, profits and expenses create operational data points.

  • Site Data: How many visitors are you getting daily? Monthly? These numbers show potential customers based on keyword research and meta descriptions.

  • Contact Data: This includes all data you maintain on your searchers, who eventually become customers, such as location, email and phone numbers.

2. X-data types and why X-data matters 

These values may consist largely of opinion, but through surveys and other means of collection, it becomes measurable data. X-data matters because it gives you a closer look at your customers, which is key to building relationships. Some customer experience data points defined as involving X-data include:

  • Expectations: These X-data values describe measurable behaviors or actions that customers anticipate before interacting with your company.

  • Experiences: This type of data tells you how the interaction with the customer went. 

  • Perception: Customer perception is a measurable data point that indicates your customers’ opinions of your brand.

  • Attitudes: Customer attitudes are something you can track and relate directly to their purchase habits.

  • Behaviors: By combining X-data and O-data, you can predict customer behavior through different algorithms.

You can learn to boost sales, encourage a broader readership, or raise brand loyalty by studying the different types of data and how they interact with each other through experience management. 

For example, implementing XM may reveal that you could be doing great on all of your O-data and still perform poorly in customer experience. The significance is explained in the following infographic: 


How experience management relates to content optimization

Web content optimization is a large part of digital experience management. Controlling every aspect of your site's interaction – with both search engines and your customers – is essential to your site’s success. One way you can clearly define the content on your pages is through web content optimization. 

‘Experience optimization’ is a combination of the terms that express how businesses are beginning to understand that they must transform websites from simply a delivery option for their products and services, to creating online customer experiences that leave a lasting impact. Experience optimization builds long-term customer engagement.

Here are four reasons why optimization has become a priority for many businesses:

1. Customers show loyalty to businesses that provide a great experience

Customers who shop online tend to gravitate to sites they associate with positive feelings – because human beings repeat what makes them feel good. Everything about your site should reflect the type of ambiance that shopping in person brings.

2. Customers insist on positive interactions

Your company will have to deliver an average of twelve positive interactions to erase one negative one. A negative experience for a customer will impact other areas of your business. Employees are initially the ones who feel disappointment, typically experiencing lower morale when a customer is dissatisfied.

3. Customers write public reviews

Your customers post online, too. When customers are incredibly pleased with or negatively impacted by a business, they write public reviews for their peers. Future customers will notice negative or viral reviews, no matter how many positive reviews you have.

4. Customers are your business

"The customer is always right" is generally true. Companies don't stay in business long without customers. So if your competition is working on getting the customer experience right, and you're not – how long will you keep your current customers?

Great experience management will benefit your business

Those businesses that have already developed their customer-experience strategies using advanced metrics and content creation have reaped the rewards that followed. These companies experience greater customer loyalty, happier employees, and 5 to 10% gains in revenue due to their algorithm being picked up in an organic search. Another benefit these same companies find is that a few years after they implement experience into their strategy, they reduce overall costs by 15 to 25%.

Optimizely can help you build better business strategies. Learn more about platforms, marketing ideas and strategy building for creating great experiences for your customers through the Optimizely blog, where learning to evaluate customer data takes you further. 

Turn to a leader in marketing concepts and platforms, and unlock the digital potential for your company. Contact us at Optimizely to incorporate the top digital experience platform into your marketing plans.