Unit 1

The Fundamentals
of Human Experience
The Fundamentals of Human Experience
People interact with the world through their experiences

Experiences

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The Fundamentals of Human Experience
Six units in this training

1. The Fundamentals of Human Experience

2. Experience Management (XM) – The Path to Breakthrough Results
3. The Discipline of Experience Management
4. Six XM Competencies Every Organization Needs to Master
5. Technology Platform That Enables XM Capabilities
6. The Path to XM Maturity

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The Fundamentals of Human Experience
Think about your experiences

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The Fundamentals of Human Experience
What exactly is an experience?

Collection of sensory inputs

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The Fundamentals of Human Experience
The human experience cycle

EXPERIENCE

Perceptions

Expectations

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The Fundamentals of Human Experience
The human experience cycle

EXPERIENCE

Perceptions Effort

Expectations
Emotion

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The Fundamentals of Human Experience
The human experience cycle

Examples of attitudes:
▪ I love this company.
EXPERIENCE
▪ I hate my job.
Perceptions Attitudes ▪ I plan to recommend this
company.
▪ I will be staying away from
Expectations that product.
▪ What a fun brand.

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The Fundamentals of Human Experience
Our memories are flawed

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The Fundamentals of Human Experience
The human experience cycle

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations

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The Fundamentals of Human Experience
The human experience cycle helps understand experience management

EXPERIENCE

Perceptions Attitudes Behaviors

Experience
Management
Expectations

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Follow all of SAP

www.sap.com/contactsap

© 2019 SAP SE or an SAP affiliate company. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of
SAP SE or an SAP affiliate company.
The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its
distributors contain proprietary software components of other software vendors. National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or
warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials.
The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty
statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional
warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or
any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation,
and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and
functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason
without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or
functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ
materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they
should not be relied upon in making purchasing decisions.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered
trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. All other product and service names
mentioned are the trademarks of their respective companies.
See www.sap.com/copyright for additional trademark information and notices.
Thank You!
Contact Information:

open@sap.com
Unit 2
Experience
Management (XM) –
The Path to
Breakthrough Results
Experience Management (XM) – The Path to Breakthrough Results
Organizations face a few common challenges

More demanding customers

More demanding employees
Shorter product lifecycles

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Experience Management (XM) – The Path to Breakthrough Results
Experience management provides three critical capabilities

Continuously learn
Propagate insights
Rapidly adapt

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Experience Management (XM) – The Path to Breakthrough Results
Examples of what experience management looks like

Continuously Learn
Propagate Insights
Rapidly Adapt

Examples:
▪ Dynamically adjust staffing to improve customer experience
▪ Continually optimize product features to increase loyalty
▪ Deliver customized training for managers to engage employees

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Experience Management (XM) – The Path to Breakthrough Results
Experience management improves business results

Company performance over the previous year is moderately or

significantly above industry average in these areas

78%
Sales Growth XM capabilities are
43% considerably above
industry average
80%
Profitability
45%
XM capabilities are
Employee 76% at or below industry
Retention average
41%

Base: 1,221 senior executives from companies with 2,000 or more employees
Source: Qualtrics XM Institute Q1 2019 Global Executive Study
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Experience Management (XM) – The Path to Breakthrough Results
What is experience management?

Experience management (XM) is the discipline

of using both experience data (X-data) and
operational data (O-data) to measure and
improve the four core experiences of business:
customer, employee, product, and brand.

© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 6

Experience Management (XM) – The Path to Breakthrough Results
What is experience management?

Experience management (XM) is the discipline

of using both experience data (X-data) and
operational data (O-data) to measure and
improve the four core experiences of business:
customer, employee, product, and brand.

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Experience Management (XM) – The Path to Breakthrough Results
The power of X-data and O-data

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations

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Experience Management (XM) – The Path to Breakthrough Results
The power of X-data and O-data: customer experience example

▪ Net promoter scores

X ▪ Satisfaction of key journeys

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations
▪ Tenure of customers
O ▪ Previous purchases

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Experience Management (XM) – The Path to Breakthrough Results
The power of X-data and O-data: brand experience example

▪ Brand perception from tracker

▪ Social media feedback X

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations
▪ Top competitors by region
▪ Sales by region O

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Experience Management (XM) – The Path to Breakthrough Results
The power of X-data and O-data: employee experience example

▪ Feedback after onboarding

X process

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations
▪ Job roles
O ▪ Regions of new hires

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Experience Management (XM) – The Path to Breakthrough Results
Six categories of X-data and O-data insights

Category Description

Find something happening in O-data and look

X Why
for an explanation in the X-data.

Find something happening in X-data and look for operational

O Drivers
situations that are causing the situation.

Adjust how you treat people based on a combination

X&O Predict
of X&O data.

Build segmentation models based on a combination

X&O Personalize
of X&O data.

Send alerts and other information to people across the

X&O Alert
ecosystem based on a combination of X&O data.

Measure the value of improving experiences by examining the

X Value
impact that those changes have on business metrics.

© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 12

Experience Management (XM) – The Path to Breakthrough Results
What is experience management?

Experience management (XM) is the discipline

of using both experience data (X-data) and
operational data (O-data) to measure and
improve the four core experiences of business:
customer, employee, product, and brand.

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Follow all of SAP

www.sap.com/contactsap

© 2019 SAP SE or an SAP affiliate company. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of
SAP SE or an SAP affiliate company.
The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its
distributors contain proprietary software components of other software vendors. National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or
warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials.
The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty
statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional
warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or
any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation,
and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and
functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason
without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or
functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ
materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they
should not be relied upon in making purchasing decisions.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered
trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. All other product and service names
mentioned are the trademarks of their respective companies.
See www.sap.com/copyright for additional trademark information and notices.
Thank You!
Contact Information:

open@sap.com
Unit 3
The Discipline of
Experience Management
The Discipline of Experience Management
What is experience management?

Experience management (XM) is the discipline

of using both experience data (X-data) and
operational data (O-data) to measure and
improve the four core experiences of business:
customer, employee, product, and brand.

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The Discipline of Experience Management
Organizations manage a portfolio of experiences

ORGANIZATION

Experiences

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The Discipline of Experience Management
The meaning of the word “discipline”

“We are what we repeatedly do.

Excellence is not an act,
but a habit.”
Aristotle

XM needs to become a habit

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The Discipline of Experience Management
The XM operating framework

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The Discipline of Experience Management
XM operating framework: competency

Skills and actions

that establish XM
as a discipline

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The Discipline of Experience Management
XM operating framework: six XM competencies

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The Discipline of Experience Management
XM operating framework: technology

Platform that infuses

actionable intelligence
throughout an organization

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The Discipline of Experience Management
X-data is everywhere

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The Discipline of Experience Management
XM operating framework: culture

Mindsets and beliefs that

encourage and nurture
XM-centric behaviors
across an organization

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The Discipline of Experience Management
XM operating framework: culture

Elements of an
XM-centric culture
▪ Purpose-led
▪ Human-centric
▪ Change-minded
▪ Evidence-based

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The Discipline of Experience Management
The XM operating framework

Platform that infuses Skills and actions that

actionable intelligence establish XM as a discipline
throughout an organization

Mindsets and beliefs that encourage

and nurture XM-centric behaviors
across an organization

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Follow all of SAP

www.sap.com/contactsap

© 2019 SAP SE or an SAP affiliate company. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of
SAP SE or an SAP affiliate company.
The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its
distributors contain proprietary software components of other software vendors. National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or
warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials.
The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty
statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional
warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or
any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation,
and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and
functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason
without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or
functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ
materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they
should not be relied upon in making purchasing decisions.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered
trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. All other product and service names
mentioned are the trademarks of their respective companies.
See www.sap.com/copyright for additional trademark information and notices.
Thank You!
Contact Information:

open@sap.com
Unit 4
Six XM Competencies
Every Organization
Needs to Master
Six XM Competencies Every Organization Needs to Master
XM operating framework: competency

Skills and actions

that establish XM
as a discipline

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Six XM Competencies Every Organization Needs to Master
Build six XM competencies

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Six XM Competencies Every Organization Needs to Master
XM competency: LEAD

XM SKILLS

XM Strategy

XM Program
Governance
Roadmap
Architect, align, and sustain
successful XM efforts

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Six XM Competencies Every Organization Needs to Master
XM competency: REALIZE

XM SKILLS

Value
Planning

Value Metrics
Delivery Management
Track and ensure that XM efforts
achieve business objectives

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Six XM Competencies Every Organization Needs to Master
XM competency: ACTIVATE

XM SKILLS

Ecosystems
Communi-
cations

Expertise Role-Based
Building Enablement
Create the appropriate skills,
support, and motivation

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Six XM Competencies Every Organization Needs to Master
XM competency: ENLIGHTEN

XM SKILLS

X&O Data Experience

Integration Monitoring

Insights Insights
Discovery Distribution
Provide actionable insights
across an organization

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Six XM Competencies Every Organization Needs to Master
XM competency: RESPOND

XM SKILLS

Immediate Continuous
Response Improvement

Strategic
Process
Decision-
Integration
Prioritize and drive improvements Making
based on insights

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Six XM Competencies Every Organization Needs to Master
XM competency: DISRUPT

XM SKILLS

Experience
Visioning

Experience Experience
Design Integration
Identify and create experiences
that differentiate the organization

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Six XM Competencies Every Organization Needs to Master
Six XM competencies and twenty XM skills

Skills and actions that establish

XM as a discipline

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Follow all of SAP

www.sap.com/contactsap

© 2019 SAP SE or an SAP affiliate company. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of
SAP SE or an SAP affiliate company.
The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its
distributors contain proprietary software components of other software vendors. National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or
warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials.
The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty
statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional
warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or
any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation,
and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and
functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason
without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or
functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ
materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they
should not be relied upon in making purchasing decisions.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered
trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. All other product and service names
mentioned are the trademarks of their respective companies.
See www.sap.com/copyright for additional trademark information and notices.
Thank You!
Contact Information:

open@sap.com
Unit 5
Technology Platform
That Enables XM
Capabilities
Technology Platform That Enables XM Capabilities
XM operating framework: technology

Platform that infuses

actionable intelligence
throughout an organization

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Technology Platform That Enables XM Capabilities
Key attributes of an XM platform

▪ Enterprise-grade
▪ Powerful and easy
▪ Automated intelligence
▪ Embedded expertise

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Technology Platform That Enables XM Capabilities
Today’s fragmented approach to X-data

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Technology Platform That Enables XM Capabilities
Manage X-data at scale

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Technology Platform That Enables XM Capabilities
Wide variety of X-data listening posts

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Technology Platform That Enables XM Capabilities
Collect X-data across all digital channels

2-Way SMS Mobile Web Mobile App

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Technology Platform That Enables XM Capabilities
Easily modifiable X-data collection

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Technology Platform That Enables XM Capabilities
Enterprise-wide best practices

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Technology Platform That Enables XM Capabilities
XM solutions across core experiences

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Technology Platform That Enables XM Capabilities
ExpertReview: survey design

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Technology Platform That Enables XM Capabilities
ExpertReview: survey design

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Technology Platform That Enables XM Capabilities
ExpertReview: response cleansing

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Technology Platform That Enables XM Capabilities
Automated intelligence

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Technology Platform That Enables XM Capabilities
Intelligent text analytics

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Technology Platform That Enables XM Capabilities
Advanced analytics made easy

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Technology Platform That Enables XM Capabilities
Tailored insights

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Technology Platform That Enables XM Capabilities
Automated workflows for taking action

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Technology Platform That Enables XM Capabilities
Automated workflows for taking action

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Technology Platform That Enables XM Capabilities
XM operating framework: technology

Platform that infuses

actionable intelligence
throughout an organization

© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 20

Follow all of SAP

www.sap.com/contactsap

© 2019 SAP SE or an SAP affiliate company. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of
SAP SE or an SAP affiliate company.
The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its
distributors contain proprietary software components of other software vendors. National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or
warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials.
The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty
statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional
warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or
any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation,
and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and
functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason
without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or
functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ
materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they
should not be relied upon in making purchasing decisions.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered
trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. All other product and service names
mentioned are the trademarks of their respective companies.
See www.sap.com/copyright for additional trademark information and notices.
Thank You!
Contact Information:

open@sap.com
Unit 6
The Path to XM
Maturity
The Path to XM Maturity
Why you should use a maturity model

Maturity models provide:

▪ Roadmap to future state
▪ Internal alignment around terminology
▪ Structured approach to identify strengths and weaknesses

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The Path to XM Maturity
Master 6 XM competencies and 20 XM skills

Skills and actions that establish

XM as a discipline

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The Path to XM Maturity
Stage 1 of XM maturity: investigate

Organization is not focused on XM as

a strategic opportunity

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The Path to XM Maturity
Stage 2 of XM maturity: initiate

Organization starts exploring what XM is

and how it can benefit the organization

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The Path to XM Maturity
Stage 3 of XM maturity: mobilize

Executives have started to view XM

as a strategic priority

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The Path to XM Maturity
Stage 4 of XM maturity: scale

Organization has strong XM

competencies and skills in place

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The Path to XM Maturity
Stage 5 of XM maturity: embed

XM is an integral part of organization’s

culture and processes

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The Path to XM Maturity
Recommendations for stage 1: investigate

▪ Just get started

▪ Start building ENLIGHTEN competency
▪ Start building your RESPOND
competency
▪ Demonstrate value with quick wins

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The Path to XM Maturity
Recommendations for stage 2: initiate

▪ Start building the LEAD competency

▪ Focus on a few use cases
▪ Start looking into an XM platform
▪ Build out RESPOND competency
▪ Start building the ACTIVATE
competency

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The Path to XM Maturity
Recommendations for stage 3: mobilize

▪ Invest more in your XM platform

▪ Spread insights to a wider internal
audience
▪ Build out the REALIZE competency
▪ Build out the ACTIVATE competency
▪ Start building the DISRUPT competency

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The Path to XM Maturity
CX & EX are a powerful combination

Customer Employee
Experience Experience

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The Path to XM Maturity
Five stages of XM maturity

Value all along

the way

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The Path to XM Maturity
Focus on human experience

Human Experience Cycle

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations

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The Path to XM Maturity
Build XM into a discipline

Human Experience Cycle

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations

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The Path to XM Maturity
Make smarter, faster decisions

Human Experience Cycle

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations

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The Path to XM Maturity
Create breakthrough experiences with XM

Human Experience Cycle

EXPERIENCE

Perceptions Attitudes Behaviors

Expectations

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Follow all of SAP

www.sap.com/contactsap

© 2019 SAP SE or an SAP affiliate company. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of
SAP SE or an SAP affiliate company.
The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its
distributors contain proprietary software components of other software vendors. National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or
warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials.
The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty
statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional
warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or
any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation,
and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and
functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason
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