Every experience management (XM) program has its strengths—and every program has room to evolve. For many XM professionals, their program is already delivering valuable insights and driving impact for the brand. But you want a world-class experience that truly reflects the hard work of you and your team.
By focusing on three key areas—survey health, program engagement, and leveraging expertise in your industry—you can take your efforts to the next level. Let’s explore how small, strategic improvements in these areas can make a big difference in making quality human experiences the heart of your business.
What is survey health: Collecting the best data for stronger insights
Survey health is all about ensuring your surveys are well-designed to get strong, representative responses. A healthy survey accurately reflects your customers’ experiences across your business and touchpoints—from the first search to the post-experience follow-up.
Why it matters:
You can’t act on what you don’t know, and partial information can yield misinformed insights and inefficient actions. Healthy surveys are your gateway to understanding the true customer experience—providing the data you need to make informed, impactful decisions.
How to improve:
Because you're familiar with it, evaluating a survey you've created is an incredibly difficult task. Try to look at your survey through the eyes of a customer as you consider these questions:
- Are you meeting customers where they interact with your brand?
From pre-purchase research to post-interaction follow-up and even online reviews, your customer journey covers a range of touchpoints across platforms. Missing out on any of these touchpoints potentially leaves you blind to serious issues.
- Is your survey length appropriate?
Most customer interactions are very short. A good rule of thumb is that giving feedback should take less time than the initial interaction.
- Are you asking the right questions?
Tailor your messaging to show how the program benefits each kind of stakeholder across the organization. At least one member of the c-suite should be willing to advocate for the program across the company.
- Are you leveraging technology to prepopulate data?
Your customers know you’re collecting data about them. They’re less inclined to provide feedback if you’re asking for information they know you have. This also frees up time in your short completion window—as mentioned above—for more insightful questions.
- Do you have varied invite methods?
Not every customer interacts the same way. Offering options like email, SMS, or QR codes can help you reach more people in ways that work for them.
With a little fine-tuning, your surveys can deliver richer insights and greater impact on your XM strategy.
What is program engagement: Aligning your efforts
Program engagement refers to how well internal stakeholders understand the importance and impact of your XM program and, most importantly, use and interact with it on a regular basis. Promoting engagement is about taking steps to be sure people across the organization—from the C-suite to the front lines—are bought in and see the program as a valuable benefit. Training, communication, and encouraging ongoing use are all key parts of your internal engagement strategy.
Why it matters:
Even the best data can’t create change if it’s not being used—and people won’t use the data if they don’t believe in the program. When your team is informed, engaged, and invested, they’re more likely to take ownership of improving experiences, using insights, and championing the program across the organization.
How to improve:
Ask yourself:
- How are you training your teams for XM?
Make sure both your field teams and leadership understand the program and its benefits. Every level of the company will interact with the program in a different way, so prepare each level accordingly. And don’t forget about New Employee training, especially in high-turnover industries.
- How do you keep the program front-of-mind?
Keep the program visible with regular updates, success stories, and reminders of its impact.
- Does everyone see value in the program?
Tailor your messaging to show how the program benefits each kind of stakeholder across the organization. At least one member of the c-suite should be willing to advocate for the program across the company.
- How do you address doubt and naysayers?
There will always be people that have questions and concerns, and whether it comes from internal stakeholders or customers, feedback is always a gift. Having a strategy to bring in criticism—or least acknowledge and address it—goes a long way towards building confidence.
By fostering stronger engagement across your organization, you can maximize the ROI of your XM investment and turn data into meaningful action.
What is experience management (XM) + industry expertise: Leveraging the power of partnership
Your data doesn’t exist in a vacuum—there’s a whole world of context that’s going on outside of your organization. As data and results come in, you need to have a wider perspective to extract the insights that matter and know-how to improve experiences going forward.
Expertise moves your experiences and your program forward by bringing not just context, but also knowledge of best practices in XM and insight about what’s working across your industry. It’s about maximizing your data and amplifying it with proven strategies and trends to ensure you don’t miss anything or stagnate.
Why it matters:
Like they say, “You don’t know what you don’t know.” By partnering with XM experts, you can stay up on trends while improving your program and your results through strategies that are already delivering results in your industry and beyond. You’re going to waste effort if you try to reinvent the wheel—or rely solely on trial and error.
How to improve:
Here are a few ways to strengthen your program with expertise:
- Work with experienced XM partners. Partners like SMG bring an unmatched depth of knowledge across industries to help you make informed decisions, saving you time and effort.
- Stay ahead of trends. Make sure your organization has access to the latest trends, data, and strategies shaping the XM landscape.
When you tap into expertise beyond your four walls, you set your program up for long-term success.
Ready to elevate your program?
These three pillars—survey health, program engagement, and expertise—aren’t about reinventing your program but refining it. By focusing on small, intentional improvements, you can unlock greater insights, drive meaningful change, and stay ahead of the curve.
At SMG, we’re here to help you every step of the way. Let’s make this the year your XM program goes from good to exceptional!
