How Technology is Making Business More Human: Insights from X4 Summit 2023

Last week, experience management professionals came together for X4 : The Experience Management Summit at the Salt Palace Convention Center in Salt Lake City after a three-year hiatus. The event is aptly named X4, as it concentrates on the four pillars of XM: Customer, Employee, Brand, and Product Experience.

The summit offered attendees the opportunity to learn from brands on how to use experience management to thrill customers and employees, foster strong connections, and increase revenue while reducing costs. Intrigued, I ventured onto the show floor to discover firsthand how businesses leverage technology to make business more human and transform the customer experience in multiple industries.

Technology takes to the seas.

First, I wanted to explore how a cruise line is revolutionizing the industry by offering city-like dining experiences, banning single-use plastics, and committing to carbon neutrality. But I also wanted to take a deep dive into the role of technology in delivering new and exciting experiences for passengers.?

Tamara P. Pluviose, Director of Digital Strategy at Virgin Voyages , shared with me her expert insights and explained how technology is transforming the cruising experience. From sleek and stylish ship designs to human-centered brand experiences, our conversation left me inspired and informed about the future of cruising.

One of the companies speaking at the event was American Express , and they are on a panel discussing how they are transforming financial services with XM. American Express has set the bar high regarding customer service, and they continue to make world-class service a key differentiator. But how do they stay ahead of the game?

Although using data to understand customer sentiment is not a new concept, it is an evolving program that impacts various functions throughout the organization. The priority is to use data in near-real time to change the way the business operates and make decisions that align with customer needs.

American Express's customer experience (CX) culture has been ingrained since 2007. However, they are now journey-centric, going beyond transactions to deliver personalized customer experiences. Luis Angel-Lalanne from American Express told me how they leverage technology to gather customer sentiment and further improve their CX.?

Listen in as we discuss how they measure experience at various levels, from transactional to journey to product and brand levels. We also discuss how these results are shared across all levels of the organization, emphasizing the importance of prioritizing customer needs in every aspect of the business.

Did you know that last year, Qualtrics analyzed 2 billion conversations and 16 billion surveys? That's a lot of data on customer experiences. But how can technology turn a customer into a fanatic, an employee into an ambassador, a product into an obsession, and create the write-home, tell-everyone-you-know kind of experiences we all love?

The legendary Martha Stewart was introduced as the original influencer, and she shared why she believes that learning is critical to being relevant. "I'm a curious student. If you do not learn something new every day, you cannot be a teacher."?

From Microsoft to Qualtrics: An Interview with Brad Anderson

Brad Anderson is a man who needs no introduction to the world of tech. With over 20 years of experience at Microsoft, where he built products including Microsoft 365, Brad's expertise in the industry is unparalleled. Today, he is responsible for the strategy and direction of the product and services portfolio at Qualtrics, where he is leading the charge in creating cutting-edge products that meet the constantly shifting needs of customers.

Did you know that last year, Qualtrics analyzed 2 billion conversations and 16 billion surveys? That's a lot of data on customer experiences. But how can technology turn a customer into a fanatic, an employee into an ambassador, a product into an obsession, and create the write-home, tell-everyone-you-know kind of experiences we all love?

I sat down with Brad to discuss his journey from 微软 to Qualtrics , the latest trends in the experience industry, and what excites him about leveraging technology to make business more human. When asked about his origin story, Brad shared how his passion for technology led him to Microsoft, where he spent two decades building innovative products that transformed the industry.?

Today, he applies that same passion to his work at Qualtrics, which focuses on creating products that deliver exceptional customer experiences. Speaking with customers worldwide, Brad has noticed a trend in what they are asking for help with. Specifically, he has seen a shift towards customers wanting more personalized experiences that cater to their unique needs. This has inspired him to design flexible, scalable, and easy-to-use products, ensuring that customers can get the most out of their experiences.

Brad emphasized the importance of staying ahead of the curve and keeping up with customers' constantly changing needs. Looking towards the future, Brad sees the experience industry continues to evolve with a focus on delivering more personalized, human-centric experiences. We also discussed trends around the use of AI and machine learning to automate and streamline processes, making it easier for customers to get what they need when needed.

Brad Anderson is a visionary leader driving innovation and change in the experience industry. With his passion for technology and customer-centric approach, he is poised to continue creating products that set the standard for excellence in the industry. Listen to our conversation by clicking the image below.

I was also fortunate to speak with Charlie Frankievich , Director of Consumer Insights at Shake Shack , who shared how data insights and technology helped Shake Shack elevate its game and deliver a seamless customer experience.

I learned more about what goes on behind the scenes at Shake Shack, including their 5-year plan to establish themselves as a national competitor. We also discussed how data insights enabled Shake Shack to better understand customer needs and preferences, leading to better menu offerings and store design.

Technology has played a crucial role in Shake Shack's success, from personalizing recommendations to leveraging automation to streamline operations. Charles shares how Shake Shack plans to continue leveraging technology to improve the customer experience, giving us a glimpse into the future of the restaurant industry.

Whether you're a fan of Shake Shack or simply interested in the latest trends in the restaurant industry, it's a great conversation about how technology is transforming how we eat and dine out.

X4: The Experience Management Summit provided an incredible opportunity to learn from industry leaders on how to use experience management to transform customer and employee experiences. From the cruise industry to financial services, I explored how technology enables businesses to become more human and deliver better experiences.

From data insights to automation and AI, it's clear that technology is at the forefront of this transformation. However, as we look toward the future, the focus on delivering personalized, human-centric experiences will continue to shape the industry.?

These are a just a handful of the many conversations that inspired and informed me about the experience industry's future and technology's role in it. I will explore this topic again on the show floor at the Adobe Summit – Digital Experience Conference on March 21–23.

Don't hesitate to contact me if you are attending and would like to share your insights and experiences.