The way people experience products is shifting faster than ever—and AI is at the center of that transformation. According to Airtable’s 2025 Predictions report, more than half of product leaders are already investing in AI, and 76% plan to increase that investment next year. AI is setting a new bar for product experiences, making them faster, smarter, and more personalized. To win customer loyalty, teams must move beyond feature delivery and harness AI to continuously shape, refine, and elevate the product experiences that define their brand.

Read on to learn what product experience management (PxM) is and the steps, benefits, and challenges to getting it right.

What is product experience management?

Product experience management (PxM) is the practice of shaping every interaction customers have with your product into one cohesive, consistent experience. It ensures that everything—from e-commerce specs and descriptions, to onboarding tutorials, to in-store displays—feels seamless, valuable, and aligned with your brand.

How does PxM relate to PIM?

Product information management (PIM) focuses on keeping product data accurate, consistent, and organized. PxM takes that foundation further, transforming data and content into personalized, engaging experiences across every channel, from e-commerce sites and in-store displays to apps and social media.

Customer experience management vs. product experience management

It’s easy to confuse product experience management (PxM) with customer experience management (CXM). Both aim to improve satisfaction, but they operate at different levels. Customer experience is the broader journey a customer has with your brand, while PxM focuses specifically on how customers interact with your products. In other words, PxM is a core part of CX.

CXM: Customer experience management looks at the entire journey. It spans every touchpoint—from the first ad a customer sees, to pricing and purchase, to support interactions and renewal reminders. At this level, every interaction shapes how customers perceive your brand.
PxM: Product experience management zooms in on the product itself. It ensures that the digital product—its content, data, functionality, and surrounding workflows—is accurate, clear, and compelling.

The benefits of product experience management

Product experience is often the make-or-break moment in the customer journey. It’s what buyers came for—and when you capture attention and demonstrate value immediately, you earn loyalty. Get it wrong, and customers quickly turn to competitors.

The benefits of effective PxM include:
Stronger customer loyalty: A seamless, reliable product experience—across content, functionality, and interactions—reduces frustration, builds trust, and keeps customers engaged with your brand.

Operational efficiency: PxM improves workflows for both customers and internal teams. By centralizing product data and automating routine tasks, teams cut down on manual fixes and version-control issues, freeing time for strategy, innovation, and engagement. The result: faster launches and fewer errors.
Revenue growth: Clear, compelling product experiences drive higher conversions, encourage repeat purchases, and create opportunities for upsell and cross-sell.
Customer-centric product development: PxM ensures the voice of the customer shapes product decisions. By feeding feedback directly into roadmaps and backlogs, teams prioritize features that meet real needs and market demand.

How to manage the product experience

Delivering great product experiences isn’t about a single launch or campaign—it’s about building a repeatable system that scales. Effective PxM requires a balance of strategy, automation, and streamlined processes, all embedded into daily workflows. When treated as an ongoing practice rather than a one-time project, PxM drives lasting impact for both customers and teams.

Here are five steps to get started:

1. Define your strategy

Clarify what great product experiences mean for your organization. Align on goals, whether it’s improving adoption, increasing loyalty, or boosting conversions, and connect them to broader business objectives.

2. Centralized and analyze customer feedback

Customer feedback fuels every successful product experience. Instead of letting insights live in scattered places—Slack threads, support tickets, surveys, or call transcripts—bring them into a single source of truth. Layer on AI-powered categorization and sentiment analysis to turn raw data into clear action items.

That’s exactly what eBay’s product team did: by automating feedback analysis, they now process over a million customer inputs per year, classify them into themes, and even trigger Jira tickets for engineering. What once took nine months now happens almost in real time, leading to faster decisions, clearer priorities, and products customers actually want.

3. Build repeatable processes

Make PxM part of your product DNA. Integrate it into roadmaps, release plans, and daily operations. Set checkpoints to review content, FAQs, and compliance before launch, and assign clear ownership so accountability doesn’t slip through the cracks.

4. Choose the right tools

Select tools that support centralized data, automation, and cross-functional collaboration. Look for platforms that connect feedback to roadmaps, streamline asset management, and integrate with your existing product and marketing stack.

5. Measure and adjust

Track PxM’s impact with metrics like adoption, retention, and customer loyalty. Compare CSAT before and after updates, monitor how quickly new functionality is adopted, and run A/B tests on product

When these systems connect through PxM, they become a single, consistent flow of information. But not every organization is at the same point on this journey. Some are just getting started with ad hoc processes, while others have PxM as part of their end-to-end product strategy.

PxM maturity model

Managing the product experience efficiently doesn’t happen overnight. Every organization is at a different stage of PxM maturity. This model helps you identify where you are today—and what to prioritize to move forward.

Stage

Characteristics

Key actions

Metrics to track

Ad hoc

Product feedback is unstructured; no dedicated PxM process.

Capture customer feedback in one place. Align with product owners.

Volume of feedback collected, % of requests categorized.

Emerging

PxM is tied loosely to product ops/UX; inconsistent processes.

Standardize feedback workflows; connect product data sources.

Customer adoption rates, usability scores.

Defined

Formal PxM strategy with clear ownership. Cross-functional collaboration begins.

Build a unified product experience strategy; integrate into product portfolio management.

Retention, NPS, CSAT.

Optimized

PxM is operationalized across teams, supported by tools and automation.

Deploy PxM tools (analytics, customer feedback platforms). Embed PxM in roadmap planning.

Feature adoption %, churn reduction, release success rates.

Strategic

PxM is a competitive advantage; informs product strategy company-wide.

Align PxM with product life cycle, innovation, and go-to-market strategies.

Revenue lift, customer lifetime value (CLV), market share impact.

PxM challenges and how to solve them

Even the most advanced companies run into roadblocks with product experience management. Teams juggle too many tools, product data gets stuck in silos, and it’s not always easy to connect product experiences directly to outcomes like conversion or retention. The good news? These challenges can be solved.

Common PxM challenges include:

Data silos: Product data lives in scattered systems—spreadsheets, emails, chats, and wikis—making collaboration difficult and leaving blind spots across teams.
Manual work: Without automation, updating product catalogs across channels is slow, error-prone, and delays launches.
Measurement gaps: It can be hard to tie PxM directly to business metrics like adoption, retention, or conversion when data is fragmented or siloed.

How to solve them:

Overcoming these challenges requires stronger cross-team coordination and a unified approach to product data. Centralize product information with the right product management software, manage digital assets through a DAM, automate syndication across channels, and feed PxM insights directly into product strategy. By investing in these foundations, organizations create consistent, customer-centric product experiences that drive loyalty, efficiency, and long-term growth.

Product experience management with BlackRock

One company that demonstrates PxM in action is BlackRock. With more than 300 global team members, product information and communications were scattered across wikis, spreadsheets, emails, and chats. This fragmentation slowed decisions, introduced inconsistencies, and made it difficult for client-facing teams to access reliable information. By adopting Airtable’s product management solutions, BlackRock centralized roadmaps, updates, and communications into a single source of truth—saving 600 hours each month, doubling the speed of feature deployments, and ensuring accurate, consistent product information for every stakeholder.

This is PxM at work: unifying product data, streamlining workflows, and ensuring consistent messaging across internal teams and external touchpoints. BlackRock shows how PxM isn’t just about improving customer-facing experiences, but also about empowering internal teams to deliver them. By reducing friction, automating updates, and creating visibility across the product lifecycle, it turned scattered data into a seamless product experience that builds trust with clients and accelerates time to market.

Manage your product experience with ProductCentral

When product experience management gets the attention it deserves, customers trust what they see and feel confident in their purchase decisions. But too often, fragmented tools and manual workflows create silos, leaving product information outdated, inconsistent, and teams out of sync.

ProductCentral is the AI-powered system of work built for product leaders. It connects customer insights, product strategy, and execution so PxM becomes a repeatable, scalable practice. Feedback no longer disappears into a black hole; it’s transformed into real-time insights that shape the roadmap. Strategy no longer drifts from execution; teams stay aligned around shared context. And launches no longer stall under disconnected systems; they move faster, with greater clarity, and are grounded in what customers actually need.

See how ProductCentral can help your team plan, track, and manage the product experience by booking a demo.