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.

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

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

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

Virtual Classroom

Price: $1,999

These scheduled courses provide students with live, instructor-led training delivered by HDI faculty. Using web conferencing software, students interact with the instructor without ever leaving their desk.

  • Minimize the impact on your daily schedule by only training eight hours a day for three days.
  • Learn only what you need to with targeted, topic-specific courses.
  • Ask questions and interact with the instructor.

View the Virtual Classroom FAQs

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Private Group Training

HDI can train your team at your facility, eliminating individual travel costs and putting more control in your hands.

  • Control class size and pick training dates that accommodate your business schedule.
  • Focus on your organization’s key issues and pain points.
  • Save money. With groups of eight or more, this option is often more cost effective.
  • To learn more about this program, contact an account manager or call 1.800.248.5667.

Jun 26, 2024 - Jun 28, 2024
HDI, Virtual Classroom
Experience Foundation On or before May 01, 2024 :
Price: $1,899.00

After May 01, 2024 :
Price: $1,999.00
More Info Add to Cart
Only 4 seats left
Sep 09, 2024 - Sep 11, 2024
HDI, Virtual Classroom
Experience Foundation On or before Jul 15, 2024 :
Price: $1,899.00

After Jul 15, 2024 :
Price: $1,999.00
More Info Add to Cart
Dec 02, 2024 - Dec 04, 2024
HDI, Virtual Classroom
Experience Foundation On or before Oct 07, 2024 :
Price: $1,899.00

After Oct 07, 2024 :
Price: $1,999.00
More Info Add to Cart

HDI offers courses in cities throughout North America. Don’t see a class near you or when you would like to attend? Contact your Account Manager or find an HDI Partner to discuss your needs.

Certification Exam

Exam included with public, virtual, or onsite courses. All XLA Foundation exams are administered through APMG International.

Examination Format

All students taking an Experience Foundation class will be provided with an exam voucher for an online proctored exam with APMG International. Students will have 12 weeks in which to schedule and take the certification exam. Exams are closed book and consist of 20 questions to be answered in 45 minutes. A score of 65% or better is required to pass and become certified.

HDI Support Center Analyst

Date: 6/7 - 6/9/11

Location: Los Angeles Airport Marriott Hotel
5855 West Century Blvd.
Los Angeles, CA 90045

Full Course Description
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