Experience management (XM) and customer experience are core parts of modern business, explains Alicia Tillman, SAP's CMO.

How well do you really know your customers, and how confident are you that you are giving them the optimal experience working with your company? Customer experience and experience management are among the most important topics in business today. Excellent experience can mean the difference between a onetime transaction with a customer and a successful longterm relationship for your business. In this story, learn how being customercentric can help your company win and keep loyal customers.

Read the complete transcript: https://www.cxotalk.com/video/experie...

Alicia Tillman, Chief Marketing Officer for SAP, explains that most companies are not in touch with their customers the way they should be. In this conversation, Alicia explores experience management as the natural evolution in customer experience. With the acquisition of Qualtrics, SAP brings continuity between what it calls operational data (O data) and experience data (X data). This combination lies at the center of SAP’s customer experience strategy, one that's based on gathering accurate, timely, and relevant data from customers.

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