ICMI is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.


Experience Foundation

Customer Experience Accelerator Boot Camp course tagline
Course Description


Since 2000, our economy has shifted from an economy based on providing and managing services to one that offers experiences that matter to people. A new generation of experience-dominant companies has emerged, like Apple, Tesla, Google, and Facebook, replacing service-dominant companies.

Experience Foundation is a first step toward building a career in this experience economy. Learn best practices for embracing experience management, articulating the value of an experience-based culture, and building an employee-focused, experience-forward organization. Walk away with a full understanding of the Experience Optimization Framework and the know-how to compose, propose, and scope an experience management project or program. Join us and start your journey toward becoming an ambassador for experience management.

This three-day course is presented in collaboration with Experience Collab and TSO, and delivered by instructors accredited by APMG. Learners who take the certification exam will earn an Experience Ambassador credential.


Course Outline

This course is structured on the phases of the Experience Optimization Framework:

The Explore Phase

  • Establishing the experience landscape
  • Identifying experience indicators
  • The cat-and-mouse game of sentiment analysis

The Envision Phase

  • Experience ambition
  • The staged experience
  • Bridging vs. extending
  • The XLA architecture
  • Mapping XLAs to the five economic values
  • The metrics of experience management
  • Abstract laddering of employee experience

The Enable Phase

  • The role of technology
  • Configuring the building blocks of an XLA
  • The Experience Reference Matrix (XRM)
  • The Execute Phase

  • Communications strategy
  • The Experience Management Organization (XMO)
  • The Güngör model
  • The importance of dark sentiment
  • The Embrace Phase

  • The XLA ecosystem
  • The gravity of average performance
  • Experience parity

  • Who Should Attend

    This course is for all service, support, and IT professionals who are responsible for improving the customer experience and setting measurable XLA goals for their organizations, equipping them with an approach to executing XLAs as a critical foundation of experience management.

    • Professionals tasked with scoping an experience management project
    • Professionals who need to establish the current experience landscape to identify potential XLAs
    • Teams and practitioners building XLAs, including:
      • Service and support managers and directors
      • Service level managers and/or directors
      • Customer experience managers and/or directors

    What You Will Learn

    This course educates students on the key concepts of XLAs, including but not limited to:

    • Fighting the Gravity of Average Performance
    • Outputs vs. Outcomes
    • Anticipating Customer Experience
    • Measuring Experience
    • Experience Indicators
    • The Experience Optimization Framework

    Get Started

    List Price: Varies

    Course Duration: 3 Days

    This is a 3-day instructor-led course delivered by ICMI Certified Associates. If you have questions about which course is right for you, an ICMI Account Manager is available to help. Complete the Request Information form to speak with your Account Manager.


    Get Started

    Private Group Training

    Private training just for your team.
    Learn More

    Price Varies

    Virtual Classroom

    Live, online instructor-led training.
    Learn More

    September 4-6, 2024
    9:30 am-5:30 pm ET


    December 18-20, 2024
    9:30 am-5:30 pm ET