State of the XM Profession, 2023 - DATA SNAPSHOT Moira Dorsey, XMP XM Catalyst
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DATA SNAPSHOT
State of the XM Profession, 2023
Bruce Temkin, XMP, CCXP
Head of Qualtrics XM Institute
Moira Dorsey, XMP
XM Catalyst
Talia Quaadgras
Senior Research Associate
February 2023
www.xminstitute.com
Copyright © 2023 Qualtrics®. All rights reserved.Executive Summary
KEY FINDINGS IN THIS REPORT STUDY KEY FACTS
As part of our study of XM professionals, we asked 245 professionals about their career trajectory so far,
• 245 XM Professionals
their current role and satisfaction, and which areas are most important for them to grow their expertise.
From our analysis, we found that: • Sourced through the XM
Institute network
+ XM professionals are here to help. Nearly one in three XM professionals are most motivated to help
their organization succeed, and 29% are most motivated to improve people’s lives. 23% of XM • Conducted in Q4 2022
professionals most enjoy ‘helping other people use experience insights.’
+ XM pros are very satisfied. Eighty-eight percent of respondents are satisfied with their overall
profession. 69% are satisfied with their opportunity for career advancement. In their current roles,
72% say they are satisfied with their current level of compensation.
+ Not all leadership teams fully appreciate the value of XM professionals. Just 38% of respondents
feel that their organization’s leadership team strongly appreciates their value. One-quarter feels less
than moderately appreciated.
+ XM professionals are looking to level up into leadership. Over one-quarter of respondents see
‘leading multi-year transformation’ as the most important area into which they want to expand their
expertise. Few XM professionals—just 4%—consider ‘managing XM technology’ to be the most
important potential area of their expertise.
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Copyright © 2023 Qualtrics®. All rights reserved.State of the XM Profession, 2023
STUDY OVERVIEW FIGURES IN THE REPORT
The data for this report comes from an XM 1. Respondent Organizations
professionals study that Qualtrics XM Institute 2. XM Experience and Education
conducted in the fourth quarter of 2022. Using an 3. Experience Across Functional Areas
online survey, XM Institute collected data from 245 4. Roles and Responsibilities
XM professionals.
5. Satisfaction with the XM Profession
XM Institute surveyed XM management 6. Appreciation and Job Searching
professionals connected to our subscriber list for our 7. Motivation and Enjoyment
monthly newsletter, through members of XM Pros 8. Expanding Expertise
(Experience Management Professionals
community), and other professional networking Methodology
sites.
www.xminstitute.com
Copyright © 2023 Qualtrics®. All rights reserved.Respondent Organizations
How many employees are there How many full-time employees are
within your overall organization? dedicated to XM in your organization?
KEY TAKEAWAYS
10,000 or more 33% More than 100 5%
+ Most respondents are from larger 5,000 to 9,999 13% 81 to 100 1%
organizations.
+ Seventy-six percent of respondents work in 2,000 to 4,999 17% 61 to 80 1%
organizations with at least 1,000 employees
and nearly half are from organizations with 1,000 to 1,999 13% 41 to 60 3%
at least 5,000 employees.
+ Two-fifths of respondents work in 500 to 999 6% 21 to 40 5%
organizations with at least 6 full-time XM
employees. 250 to 499 5% 11 to 20 6%
100 to 249 4% 6 to 10 20%
ABOUT
50 to 99 3% 3 to 5 30%
This chart examines what size respondents’
organizations are and how many full-time employees
dedicated to XM are in their organizations. Less than 50 5% 1 or 2 28%
Base: 245 XM Professionals www.xminstitute.com
Source: Qualtrics XM Institute Q4 2022 XM Professionals Survey Copyright © 2023 Qualtrics®. All rights reserved.XM Experience and Education
How long have you Thinking about your entire What is the highest level
been an XM professional career, what of education that you
KEY TAKEAWAYS professional? portion (in terms of years) have completed?
has been focused on XM?
Post-graduate
More than 20 degree
52%
6% 90% to 100% 8%
years
+ 26% of respondents have 11 or more years
of XM professional experience and nearly Some post-graduate
16 to 20 years 7% 8%
27% have 3 or fewer years of XM 75% to 89% 16% courses
experience.
+ Less than 50% of respondents have been 11 to 15 years 13% Underg raduate
XM professionals for at least half of their 50% to 75% 20% college/ university 34%
careers. degree
6 to 10 years 29%
+ Ninety-five percent of respondents have at Some underg raduate
least an undergraduate degree. 25% to 49% 28% college/ university 5%
courses
4 or 5 years 17%
10% to 24% 19% High school deg ree 0%
ABOUT
2 or 3 years 19%
This chart examines how long respondents have been
working in XM, what portion of their career has been Some schooling, but
XM-focused, and the highest level of education they Less than 1 year 8% Less than 10% 9% did not graduate high 0%
have achieved. school
Base: 245 XM Professionals www.xminstitute.com
Source: Qualtrics XM Institute Q4 2022 XM Professionals Survey Copyright © 2023 Qualtrics®. All rights reserved.Experience Across Functional Areas
Thinking about your entire professional career, which of the following
functional areas have you worked in for at least one full year?
KEY TAKEAWAYS (Select all that apply)
Marketing/PR 46%
Operations 41%
Customer service 40%
+ XM Professionals have a variety of different Strategy 37%
professional backgrounds. Customer success 26%
+ More than 40% have spent time in Sales 22%
marketing/PR, operations, and customer Learning and development 18%
service.
Product management 17%
IT 17%
Product development 15%
HR 13%
Finance 7%
ABOUT
Engineering 4%
This chart examines what functional areas respondents
have worked in for at least one full year previously in Legal 2%
their careers.
None of the above 5%
Base: 245 XM Professionals www.xminstitute.com
Source: Qualtrics XM Institute Q4 2022 XM Professionals Survey Copyright © 2023 Qualtrics®. All rights reserved.Roles and Responsibilities
Which of the following best describes your PRIMARY responsibility?
KEY TAKEAWAYS
Executive in charge of an XM program
8%
that spans CX, EX, PX, or BX
+ More than 60% of respondents lead a Handle market research efforts focused
significant portion of their XM programs. on customers, employees, brands, or 11%
products
+ 20% of respondents are executives. 8%
oversee an XM program that spans one or
more experience areas, while 12% oversee a Executive in charge of a CX, EX, PX, or
CX, EX, PX, or BX program. 12%
BX program
Manage ongoing programs such as voice
22%
of the customer or voice of the employee
ABOUT
This chart examines what roles and responsibilities Lead a significant portion of a CX, EX,
respondents hold. 43%
PX, or BX program
Base: 245 XM Professionals www.xminstitute.com
Source: Qualtrics XM Institute Q4 2022 XM Professionals Survey Copyright © 2023 Qualtrics®. All rights reserved.Satisfaction with the XM Profession
How satisfied are you with being an XM professional?
KEY TAKEAWAYS Extremely satisfied 44%
Somewhat satisfied 45%
+ Eighty-eight percent of respondents are
Neither satisfied nor dissatisfied 6%
satisfied with the XM profession, while only Somewhat dissatisfied 4%
6% are dissatisfied.
Extremely dissatisfied 2%
+ Seventy-two percent of respondents are
satisfied with their level of compensation, How satisfied are you with your
How satisfied are you with your
while only 15% are dissatisfied.
current level of compensation? opportunity for career advancement
+ Sixty-nine percent of respondents are as an XM professional?
satisfied with their opportunity for career Extremely satisfied Extremely satisfied
17% 23%
advancement, while only 13% are
dissatisfied.
Somewhat satisfied 55% Somewhat satisfied 46%
Neither satisfied nor Neither satisfied nor
12% 18%
dissatisfied dissatisfied
ABOUT
Somewhat dissatisfied 14% Somewhat dissatisfied 10%
This chart examines how satisfied respondents are with
their profession, with their current level of
compensation, and their opportunity for advancement Extremely dissatisfied 1% Extremely dissatisfied 3%
as an XM professional.
Base: 245 XM Professionals www.xminstitute.com
Source: Qualtrics XM Institute Q4 2022 XM Professionals Survey Copyright © 2023 Qualtrics®. All rights reserved.Appreciation and Job Searching
To what degree do you feel that your How likely are you to look for
organization's senior leadership team a new XM job outside of
KEY TAKEAWAYS appreciates the value of your company within the
XM professionals like you? next six months?
Very strongly
5% Extremely likely 14%
appreciate
+ Nearly two in five respondents feel strongly
or very strongly appreciated by their senior
leadership team, while one quarter feels
less than moderately appreciated. Strongly appreciate 33% Somewhat likely 21%
+ Thirty-five percent of respondents are likely
to look for a new job within six months,
Moderately Neither likely nor
while 38% are not likely to look for a job. 37% 16%
appreciate unlikely
Slightly appreciate 19% Somewhat unlikely 21%
ABOUT
This chart examines the percentage of respondents
that feel appreciated by their senior leadership team Do not appreciate 6% Extremely unlikely 17%
and the percentage likely to look for a new job in the
same profession in the next six months.
Base: 245 XM Professionals www.xminstitute.com
Source: Qualtrics XM Institute Q4 2022 XM Professionals Survey Copyright © 2023 Qualtrics®. All rights reserved.Motivation and Enjoyment
Thinking about the current moment Which of the following do you most
in your career, which of the enjoy about being an XM
KEY TAKEAWAYS following motivates you the MOST? professional?
Helping your Helping other people
32% 23%
organization succeed use experience insights
+ Respondents are most motivated by helping Improving people's
Driving change across
your organization
21%
their organization succeed and improving 29%
lives
people’s lives. Making your overall
organization more 15%
+ Respondents most enjoy helping other Expanding your
knowledge and skills
21% effective
people use experience insights and drive
Creating new and
change across their organizations. 13%
innovative experiences
Building your personal
7%
brand
Doing research and
12%
analyzing data
Increasing your
5%
compensation Improving your
6%
organization's culture
Taking on more Operating across
ABOUT 4%
responsibilities different functional 6%
This chart examines what respondents are currently areas
motivated by, and what they enjoy most about being an
XM professional. Getting promoted 3% Implementing and
2%
using XM technologies
Base: 245 XM Professionals www.xminstitute.com
Source: Qualtrics XM Institute Q4 2022 XM Professionals Survey Copyright © 2023 Qualtrics®. All rights reserved.Expanding Expertise
As you think about the next few years of your career, which of the following
is the MOST IMPORTANT area for you to expand your personal expertise?
KEY TAKEAWAYS
Leading multi-year transformation (includes
26%
strategy, governance, and roadmaps)
Responding to insights with action ( includes
+ Over one-quarter of respondents said they closed loop and continuous improvement 17%
need to expand their expertise in leading processes)
multi-year transformation, followed by 17% Enlightening the organization with insights
needing to improve their knowledge around (including research, analysis, and insights 16%
responding to actions with insights. distribution)
+ XM professionals are least likely to say that Realizing value from XM (includes tracking
metrics and value management)
12%
they need to expand their personal
expertise in managing XM technology over Developing an experience-centric culture
the next few years of their careers. (includes culture assessments and culture 10%
change)
Activating the organization for change
(includes internal communications and 7%
training)
Disrupting the status quo with design
ABOUT
(includes experience design and experience 7%
This chart examines the significant components of integration)
respondents’ current roles and which area they believe
is most important to expand their expertise in. Managing XM technology (includes
4%
deployment and usage of XM platforms)
Base: 245 XM Professionals www.xminstitute.com
Source: Qualtrics XM Institute Q4 2022 XM Professionals Survey Copyright © 2023 Qualtrics®. All rights reserved.Methodology
DATA CALCULATION
All question calculations were conducted by dividing the number of respondents that selected each option by the total number of respondents for that
question.
AUTHORS PUBLICATION DATE
Bruce Temkin, CCXP, XMP – Head of Qualtrics XM Institute February 2023
Moira Dorsey, XMP – Principal XM Catalyst
Talia Quaadgras – Senior Research Associate
www.xminstitute.com
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