Experience Management (XM) is the process of designing experiences that will delight customers, employees, and other stakeholders. It involves crafting and measuring the journeys that organizations want for their stakeholders. For customers, this includes brand, product, and services awareness, learning about and evaluating those offerings from among competitors, and further engagement with organizations (e.g., purchasing, support, community engagement, loyalty and engagement). For employees, this includes attraction to the organization, self-selection into and through the application and onboarding processes, growth, development, and performance within the organization. Experience management (XM) encompasses various services aimed at understanding and improving the experiences of customers, employees, and other stakeholders. Common services falling under the XM umbrella include customer experience (CX) management, employee experience (EX) management, user experience (UX) design, and brand experience management. CX management involves measuring customer satisfaction and loyalty to enhance products or services. EX management focuses on creating a positive work environment to improve employee productivity and engagement. UX design aims to optimize user interaction with digital platforms or products. Brand experience management ensures that all touchpoints align with the brand vision to build strong customer relationships.