What best describes 'transactional data' in the context of XM Directory?

Transactional data refers to the information that captures specific interactions or touchpoints between a customer and an organization. In the context of an XM (Experience Management) Directory, this data is critical because it provides insights into individual customer experiences at each stage of their journey.

By focusing on individual touchpoints, organizations can analyze firsthand interactions—like purchases, website visits, customer service calls, and more—to understand how these contribute to overall customer experience and satisfaction. This is essential for developing targeted improvements in service and tailoring future engagements.

Other types of data—such as user engagement metrics, historical survey results, or general demographic information—do not specifically reflect these direct interactions. Transactional data is more granular and actionable, enabling organizations to make informed decisions based on real, observable behaviors rather than aggregate data or trends.