Leverage existing cultural tailwinds.

Nearly every organization has established firm cultural values or a formal credo. Regardless of where the organization is on its journey, there are likely to be existing values that support growth toward an XM-centric culture. XM professionals should explicitly map their XM vision and roadmap to one or more of the existing cultural values. For example, one U.S.-based mortgage lending company explains changes to their XM programs (e.g., changes to existing employee and customer surveys, shifts in their roadmap) by aligning them to their core value of “find a better way.” The changes are all designed to “find a better way,” creating internal comfort with the iteration on processes and roadmaps. This provides a powerful, cultural foundation for the decisions and proposals they present to leaders about the organization’s XM journey. Nearly every organization has established firm cultural values or a formal credo. Regardless of where the organization is on its journey, there are likely to be existing values that support growth toward an XM-centric culture. XM professionals should explicitly map their XM vision and roadmap to one or more of the existing cultural values. For example, one U.S.-based mortgage lending company explains changes to their XM programs (e.g., changes to existing employee and customer surveys, shifts in their roadmap) by aligning them to their core value of “find a better way.” The changes are all designed to “find a better way,” creating internal comfort with the iteration on processes and roadmaps. This provides a powerful, cultural foundation for the decisions and proposals they present to leaders about the organization’s XM journey.