Experience Management and XLA Foundation

For those ready to move beyond understanding experience concepts and into applying them, this course focuses on the how of experience management.

You will learn how to adopt Experience Level Agreements (XLAs) as a practical approach to shifting from output-based measurement to true experience-driven outcomes. The course introduces the Experience Optimization Framework™ (EOF) and provides a structured way to embed experience thinking across your organization.

Through expert-led instruction, you will explore both the art and science of experience - understanding how XLAs are reshaping the way organizations design, deliver, and improve services.

Why XLAs Now

Many organizations are still measuring what they do - not what people actually experience. XLAs shift the focus from activity and outputs to outcomes that matter. This course gives you a practical way to start that shift - so your teams aren’t just delivering services, they’re improving the experience of those who rely on them.

Course Overview

This course builds practical capability in experience management by helping learners understand how to assess, design, and improve experiences across services and technology-enabled journeys.

The focus is on moving from theory into action - equipping you with the structure, language, and tools needed to begin applying XLAs and experience-focused thinking immediately.

In-Class Experience

Learners begin with a Quick Start Assessment to establish a baseline of their current experience maturity.

Throughout the course, this baseline is referenced as you work through each phase of the Experience Optimization Framework™. Hands-on activities and guided exercises help translate concepts into actionable next steps.

By the end of the class, you will not only understand each phase of the framework, but also identify how to move forward within your own organization.

Experience Optimization Framework™ (What You Will Learn)

Evangelize Experience – Promote experience thinking across the organization and build awareness of its value
Explore Experience – Assess your current state and understand where experience gaps exist
Envision Experience – Identify patterns, opportunities, and a clear path forward
Enable Experience – Use data and insights to define, measure, and interpret experience outcomes
Execute Experience – Deliver, improve, and innovate to close experience gaps
Embrace Experience – Sustain and evolve experience practices across stakeholders and the broader ecosystem

Delivery

This course is delivered live, instructor-led in a virtual classroom and is designed to be engaging, practical, and highly interactive.

Learners participate in real-world scenarios, collaborative exercises, and guided discussions that reinforce both understanding and application.

Who Will Be Your Fellow Participants?

This course is ideal for professionals and organizations working to improve customer and employee experience.

Participants often include those who:

Are looking to evolve beyond traditional SLAs
Have heard of XLAs and want to understand how to apply them
Are responsible for service delivery, experience, or continual improvement
Want a structured approach to advancing experience maturity

Course / Student Materials:

Access to ITSM Academy’s Learner Portal (my.itsmacademy.com)
Pre-class resources, including foundational experience concepts
Digital learner manual for post-class reference
Reference cards and supporting materials
Personal Action Plan to support real-world application
Memory aids, study tools, and sample exam questions
Experience Framework Action Kit
Instructor-led facilitation and guided exercises
Participation in interactive, in-class assignments
Structured exam preparation
Certification exam voucher

Certification: Learners earn the Experience Level Agreement (XLA) Ambassador certification by achieving a passing score of 65% on a 45-minute, 20-question exam.

Prerequisites: Prior exposure to experience management concepts is helpful, but not required. This course supports both those new to XLAs and those looking to formalize and advance their approach.

Instructors: As with all ITSM Academy training, our instructors have years of hands-on IT Practitioner experience, enabling them to effectively intertwine theory and real life stories and scenarios. Using the highest quality content, this training style encourages active group participation, allowing all learners to bring from class a wealth of practical knowledge. Workshop leaders are fiercely independent thinkers, who have a track record of using XLAs to achieve positive change in large organizations.

Course Logistics - All ITSM Academy courses, including this one, can be: