A true experience management (XM) journey predicts and mitigates problems before they occur, transforming them into improvement opportunities. By combining operation data (O) with experience date (X), you can deliver the stellar, personalised experience that get rave reviews and grow your business. In this session, Ben will take you through the evolution of CRM to XM, and the importance of having a clear mission to tackle experience gaps that inhibit customer trust, and ultimately revenue.