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Online Masterclass – Designing the right XLAs

14 March, 9:30 am - 4:00 pm


You have heard of experience level agreements (XLAs) and want to implement them but where do you start? Your organisation is different from others so how do you design the right XLAs for your business?

Facilitated by Neil Keating, XLA Master and Chief Experience Officer at Bright Horse, this masterclass follows on from the ‘Introduction to XLAs‘ masterclass and is a hands-on practical event designed to help you understand the right experience measures for your business and how you can follow a 9-step approach to build your experience level agreements.

Target Audience

This event is aimed at the Beginner/Intermediate level and is designed for those who understand what experience is, how it can be measured and what true XLAs are. This masterclass is designed for those people who will be involved in designing, building and operating XLAs within an organisation.

Typically these include:

  • Experience Architects
  • Service Experience Managers
  • Service Delivery Manager
  • Chief Experience Officers
  • Head of Experience
  • Project Staff
  • XMO Staff

If the responsibility for building the right XLAs or experience measures sits with you or members of your team or you want practical guidance in how to build them, then this is the right masterclass for you.

Please note: Attendance of the Introduction to XLAs event is a mandatory pre-requisite.


What are the key benefits of attending?

Following this masterclass, you will have enough practical knowledge to plan what and how experience can be measured in your organisation and be given a step-by-step guide to how this can be implemented. You will understand the different XLA types so you can choose which one(s) are suitable for your organisation and you will also have be given practical steps to be able to begin your XLA design framework.

Finally, you will have a good understanding of the tasks and skills required complete your project including people, skills and technologies.

What will it involve?

Neil will expertly guide you through the different XLA versions and the typical types of XLAs that organisations design and implement. You will walk through and understand the XLA Framework Journey Stages and the XLA Design Methodology that will enable you to follow a step-by-step approach to building XLAs that will tell you both what people feel about IT and why they feel that way.

This will involve understanding the relevant data streams including:

  • Sentiment Experience Data
  • Operational Data
  • Technical Data

The masterclass will teach you how to understand and categorise how people feel about your services (Experience Now), how to write an Experience Ambition Statement that covers the experiences you need to “stage” for your organisation and how you bring the right data points together at the right time to truly measure experience.

Delivery Platform

This online Masterclass will be delivered using the Zoom platform and you can test your compatibility with Zoom here.

How much does it cost?

Places are available to itSMF UK members for £295.00 + VAT.

Not yet a member? You’ll be shown a price of £460 + VAT which includes an ‘Individual’ level annual membership.  To find out about other membership levels, benefits and costs please click here.


Please contact the office on +44 (0) 118 918 6500 to discuss a dedicated delivery of this event for your organisation.
online remote


14 March
9:30 am - 4:00 pm
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Online Delivery


itSMF Events Team
+44 (0)118 918 6500
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