Level 1 Flashcards
INTRODUCTION TO EXPERIENCE MANAGEMENT
What is Experience Management (XM)?
Experience Management (XM) is a discipline that helps organizations measure and improve the experiences delivered to different stakeholders across an enterprise.
INTRODUCTION TO EXPERIENCE MANAGEMENT
What type of data does XM use?
Experience data and operational data
INTRODUCTION TO EXPERIENCE MANAGEMENT
What are the four core experiences of business?
- Customer
- Employee
- Product
- Brand
INTRODUCTION TO EXPERIENCE MANAGEMENT
How does XM help organizations deliver differentiated experiences?
By continuously listening, propagating insights, and rapidly adapting to meet the changing needs and expectations of customers, employees, partners, and other people in an organization’s XM ecosystem.
INTRODUCTION TO EXPERIENCE MANAGEMENT
What is the Operating Framework for XM?
There are three key components of XM that a business needs to invest in to be successful in Experience Management: Competency, Culture, and Technology.
INTRODUCTION TO EXPERIENCE MANAGEMENT
What is Competency in XM?
The skills and actions that establish XM as a discipline across the organization and are required to build XM capabilities.
INTRODUCTION TO EXPERIENCE MANAGEMENT
Which six XM Competencies are there?
LEAD RR
- Lead
- Enlighten
- Activate
- Disrupt
- Realize
- Respond
INTRODUCTION TO EXPERIENCE MANAGEMENT
What is Technology in XM?
A platform that infuses actionable b throughout an organization and empowers an organization to collect, understand, and take action on the combination of experience and operational data.
INTRODUCTION TO EXPERIENCE MANAGEMENT
What is Culture in XM?
The mindsets and beliefs that nurture XM-centric behaviors across an organization
INTRODUCTION TO EXPERIENCE MANAGEMENT
What are typical characteristics of an XM Culture?
As experiences are created and consumed by human beings, one characteristic of an XM culture is that it is human-centric .
An XM culture is also change-minded, meaning it creates a bias for embracing ongoing improvements and innovations.
INTRODUCTION TO EXPERIENCE MANAGEMENT
What is an Experience in XM?
An Experience is a moment of truth that affects the human components of your business.
INTRODUCTION TO EXPERIENCE MANAGEMENT
When are experiences created?
Experiences are created during a business’s regular activities, for example, buying, selling, delivering services, managing stakeholders, engaging employees, executing processes, manufacturing, distribution, logistics, marketing, etc.
INTRODUCTION TO EXPERIENCE MANAGEMENT
How can experience gaps and opportunities be defined?
An XM program measures your experiences to reveal insights into their effectiveness. There are several types of insights, such as:
- Breakdowns in processes
- Opportunities to enhance services
- Ways to streamline an interaction
- Moments for education or communication
- Areas for further investigation
INTRODUCTION TO X AND O DATA
What is Experience Data (X-Data)?
This is data that is collected from stakeholders to understand experiences from a human perspective.
It’s the data of how people think, feel, and behave.
X-Data is concerned with the human elements of a business’s activities.
INTRODUCTION TO X AND O DATA
What are the 6 types of X-Data?
- Experience Expectations
- Interaction Perceptions
- Journey Perceptions
- Relationship Attitudes
- Ad-Hoc Diagnostics
- Choice Preferences
INTRODUCTION TO X AND O DATA
What are “Experience Expectations” in X-Data?
How people think and feel about a future interaction with an organization, which can be collected on a regular cycle or periodically.
INTRODUCTION TO X AND O DATA
What are “Interaction Perceptions” in X-Data?
How people think or feel about a specific interaction, which can be tracked continuously or periodically
INTRODUCTION TO X AND O DATA
What are “Journey Perceptions” in X-Data?
How people think or feel about a collection of activities around a goal, which can be tracked continuously or periodically
INTRODUCTION TO X AND O DATA
What are “Relationship Attitudes” in X-Data?
How people feel about relationships with other people in their organization (e.g. managers, peers, leaders). This also includes how people feel about their relationship with an organization overall, including plans for future interactions, which can be tracked on a regular cycle or periodically (e.g. Customer NPS, Customer Sentiment, Employee Engagement, or Brand Tracking studies).
INTRODUCTION TO X AND O DATA
What are “Ad-Hoc Diagnostics” in X-Data?
How people think or feel about a problem or opportunity, which is collected as needed based on other findings (e.g. pulse employee survey about a leadership issue or qualitative study into why a brand message didn’t work).
INTRODUCTION TO X AND O DATA
What are “Choice Preferences” in X-Data?
How people would rank different alternatives, which is collected periodically (e.g. product feature selection or employee benefits optimization).
INTRODUCTION TO X AND O DATA
What is “Operational Data” (O-Data)?
This is the data that an organization collects as part of the normal course of business—the data of what happened, when, where, how much, and who by. O-data can be used to contextualize and enrich the X-data.
INTRODUCTION TO X AND O DATA
What are common examples of O-Data?
Demographic Data:
* Gender
* State
Interaction/Transactional History:
* Call History
* Training Date
* Products owned
Identifying Information:
* Employee name
* E-Mail
* Mobile number
INTRODUCTION TO X AND O DATA
What’s the difference between O-data and X-data?
O-data tells you what happened. X-data tells you why it’s happening.
BREAKDOWN OF A SURVEY PROJECT
What are the main stages of a survey project?
From: Planning and Designing a Survey
- Survey Design
- Survey Build
- Distribution
- Data collection and Processing
- Reporting
- Decision Making
BREAKDOWN OF A SURVEY PROJECT
What is the goal of a survey?
From: Planning and Designing a Survey
- make informed business decisions
- present recommendations to executives
- invest in optimizing processes, teams, and products
BREAKDOWN OF A SURVEY PROJECT
What are the two main survey audiences?
From: Planning and Designing a Survey
The two main survey audiences are
- the survey builder
- the survey respondent
SURVEY DESIGN BEST PRACTICES
How does a great survey design help the survey builder?
From: Planning and Designing a Survey
A great survey design helps make the survey building process easier (it produces a clear and accurate survey outline to execute in the platform).
SURVEY DESIGN BEST PRACTICES
How does a great survey design help the survey respondent?
From: Planning and Designing a Survey
A great survey design optimizes the survey-taking experience for the respondent (it produces a survey requiring low cognitive load and low effort to complete).
SURVEY DESIGN BEST PRACTICES
What is the impact of a poor survey design without best practices?
From: Planning and Designing a Survey
Questions become
* confusing
* hard to answer
* complex
* overbearing
Respondents
* skip questions
* abandon the survey
SURVEY DESIGN BEST PRACTICES
What are consequences of a survey with hard to answer or confusing questions?
From: Planning and Designing a Survey
Respondents become more likely to use shortcuts in answering questions. This results in straight-lining or guessing, and the data this produces won’t show the kind of variation that reflects reality.
SURVEY DESIGN BEST PRACTICES
What are consequences of a survey with complex and overbearing questions?
From: Planning and Designing a Survey
For complex and overbearing questions like long grid questions, respondents make mistakes in answering using the correct cells. At scale, this produces very risky data for decision-making
SURVEY DESIGN BEST PRACTICES
What are consequences of a long survey that results in respondents skipping question or abandoning the survey?
From: Planning and Designing a Survey
Fewer responses for the last few questions of your survey reduce how representative the data is for these questions. Skipping questions will lead to gaps in the completeness of your survey data.
SURVEY DESIGN BEST PRACTICES
What are the six survey design best practices?
From: Planning and Designing a Survey
- Set your research objectives
- Make every question count
- Plan the order of your questions
- Limit survey length
- Effective question-wording
- Keep it simple for respondents
SURVEY DESIGN BEST PRACTICES
What are the two steps to set your project objectives?
From: Planning and Designing a Survey
- Writing a problem statement that starts with your goals
- Brainstorming in a group to write a statement
SURVEY DESIGN BEST PRACTICES
Which questions should you ask when writing a problem statement?
From: Planning and Designing a Survey
- What do you want to know?
- Which specific outcomes do you need?
- Which problems do you need to solve to move your business forward?
SURVEY DESIGN BEST PRACTICES
What is a survey?
From: Planning and Designing a Survey
A survey/questionnaire is a group of questions that exist to obtain insights to answer business problems.
SURVEY DESIGN BEST PRACTICES
What are the two main approaches to designing the overall survey structure?
From: Planning and Designing a Survey
The two main approaches to designing the overall survey structure are:
- Broad to narrow - start with broader questions and then get more and more specific.
- Narrow to broad - start with very specific questions and then get more and more generic.
SURVEY DESIGN BEST PRACTICES
Where should you best place demographic questions in a survey?
From: Planning and Designing a Survey
The survey beginning should in general only be used for demographic questions that are needed as screening criteria.
Other than that, all demographic questions should be at the end of the survey.
SURVEY DESIGN BEST PRACTICES
What are the benefits of keeping the complexity and length of the survey low?
From: Planning and Designing a Survey
- Higher completion rates
- Fewer Survey Drop-outs
- Fewer straight-lining answers (respondents using shortcuts or guessing).
- More thoughtful text-based answers.
- Better quality data
SURVEY DESIGN BEST PRACTICES
What’s a good rule of thumb for survey length?
From: Planning and Designing a Survey
Every 10 questions take approximately 2 minutes to answer.
SURVEY DESIGN BEST PRACTICES
What are some general guidelines to inform your survey length?
From: Planning and Designing a Survey
- Customer surveys - aim for between 2 and 3 minutes.
- Employee surveys - between 5 and 10 minutes.
- Academic or sociological research - aim for between 7 and 15 minutes.
- Product and Brand surveys - aim for between 7 and 12 minutes.
- Longer surveys require incentives for completion!
SURVEY DESIGN BEST PRACTICES
What are best practices for question wording?
From: Planning and Designing a Survey
- Avoid superlatives (don’t use most, best, always)
- Avoid absolute choice scenarios (most reliable)
- Carefully design answer choices (response scales or multiple choice instead of yes/no –> more detailed data)
- Avoid double-barreled questions
- Avoid leading questions
SURVEY DESIGN BEST PRACTICES
What can you make to keep it simple for respondents? What are recommendations to create a survey that balances simplicity and data quality?
From: Planning and Designing a Survey
- Limit Open-Ended Questions (1-2 tops; requires a high level of effort for a respondent and can result in drop-outs and incomplete responses otherwise)
-
Use Grids with Caution (require more effort for the respondent to understand and answer, and are more complex for analysis purposes;
Good Practice: Use 5 point scales, limit statements in the grid; and wherever possible use single statement rating questions instead of grids) - Designing Scale Points: Scales need to be balanced and scale length should be as short as possible (5-point scale is ideal)
SURVEY DESIGN BEST PRACTICES
What are the Survey Design Best Practices?
- Set your Research Objectives
- Make Every Question Count
- Plan the Order of Your Questions (Broad to narrow, or narrow to broad.)
- Limit Survey Length
- Effective Question-Wording (avoid superlatives, absolute answer scenarios, double-barreled questions, leading questions, cafefully design answer choices)
- Keep it Simple for Respondents (Limit open-ended questions, use grids/matrix tables with caution, choose and design scales carefully).
How is a project in Qualtrics defined?
In Qualtrics, a Project consists of several elements:
* a survey
* any action set
* its distributions (email invites and reminders sent)
* the raw data collected
* reports associated with the project.
* Alternatively it consists of dashboards or Website / App Intercepts.
How do you access the project actions?
You can access the project options by clicking on the three dots on the right side of the project
GETTING STARTED IN CORE XM
What can you do on the Projects Page?
From: Building a Survey Project
On the Projects page you can:
* Search for a Project
* Change the Layout
* Open and Create folders (move projects to a folder via drag & drop)
* Access shared projects in the “Shared with me” folder
Which project actions are available when clicking on the three dots on the right side of the project?
Activate/Close
Collaborate
Rename project
Copy project
Move to…
Remove shared project
Edit survey
Preview survey
Translate survey
Distribute survey
Data & Analysis
View reports
Delete project
BUILDING A SURVEY PROJECT
What are the most commonly used question types?
From: Building a Survey Project
The mest commonly used question types are:
- Multiple Choice
- Text Entry
- Matrix Table
What are the 5 types of choice randomization within a question?
From: Building a Survey Project
The 5 types of choice randomization within a question are:
1. No Randomization: default setting
2. Display answers in random order
3. Present only a subset of total choices
4. Randomly flip the order of choices
5. Advanced Randomization: allows a more specific randomization behavior of answer choices. (e.g. None of the above consistently at the bottom, while the rest of choices stays randomized).
