EXPERIENCE Optimization FRAMEWORK™
“The pandemic brought down the walls. We learned to collaborate with everyone on everything to create a better experience for our employees and our customers. This new way of creating experience by working together is here to stay.”
~ Jacqueline Guichelaar Global CIO CISCO
XLACollab Experience Optimization Framework™
Your journey to deliver an experience that matters to the business can seem daunting, and it will be challenging. But at XLACollab, we’ve got your back.
XLACollab curated the thoughts from the brightest experts, the approaches that have worked in practice, and the supporting toolsets. Under the watchful eye of the Experience Advisory Board, the XLACollab Experience Optimization Framework™ was born. The Framework is the foundation for the APMG certified Experience Education Program.
When applying the Experience Optimization Framework, you can rely on rock-solid practical guidance organized in five areas: Explore, Envision, Enable, Execute and Embrace. The framework can be applied for employee, customer, and brand experience. It is built to scale.
The framework is practical and proven. However, XLACollab and our certified consulting partners can assist you at any point on your journey. Each phase, except Embrace which is ongoing, usually takes between 30 and 90 days.
Know where you are and where going
Navigating through Explore and Envision is like navigating with GPS. In fact, we call it an Experience Positioning Solution. Just like your GPS, you need to know where you are before you can decide to go somewhere else. You need to understand your current experience landscape.
In Envision, you will use the guidance to combine operational, sentiment and cultural data to determine precisely where you are today. Sometimes you already know what experience problem you are trying to solve. Sometimes you need to record the wants and needs of your audience to find out.
Once you have brought together all of the hints and clues, you need an experience strategy.
The experience strategy helps you to choose the Experience(s) you wish to define and stage. Each Experience will be framed by one or more XLAs (Experience Level Agreements.)
Ideally, each XLA should create or protect business value. So mapping your XLAs to the five business values in the Experience Optimization Framework helps you justify and measure the experience investment.
Just like your GPS, you have options. Will your journey include a supplier? How important is speed? How much funding do you have? What data do you need? Do you have the appropriate tooling? The framework helps you to choose the most suitable route to achieve your experience ambition.
Now you are ready for the journey. You have the starting point, the route, and the directions. Time to Enable the organization to get on board.
Create your XLAs
Now it is all about creating the XLAs. You have established the Experience(s) you want to define and the target audience. Now we need to enable the flow of data to the XLA (Experience Level Agreements)
The data comes from Experience Indicators (Xis). Each XI informs you whether you are delivering on your commitment to providing a defined or staged experience.
To make this happen, the framework points you to potential data sources as you create an Experience Reference Matrix (XRM). The XRM assembles all the relevant operational, sentiment, and cultural data. This data is then mapped to the experience indicators (XIs) that you will use to determine whether or not you are delivering on the desired or staged Experience.
Now you can select the data sources for the Xis, the frequency, and what good looks like in the eyes of your employees, customers, or suppliers. So let’s load up the car and start the trip.
Put your XLAs into operation
You will need a team or maybe an organization to communicate, implement and manage the XLAs. Experience Management is different from product or service management. Why is this? Every human being is a unique self-programming sensor; their reactions to defined experiences can be varied and prone to change. Add to that, when people are in groups, the individual sentiment can also change.
If you are truly serious about experience management, you will probably need an Experience Management Organization (XMO). Hmm, what will that look like? Well, you will need to answer questions. How big? What talent will you need? What skills will you need? Is it temporary or permanent? Where does it sit in the organization?
The Framework helps you to make those choices.
Innovate the experience delivered
You are up and running. The Experience that you defined with your team is out there! Your employee, your customer, or your supplier can now consume that experience. After all our work, we want to make sure we hit the mark.
Now you need to monitor the XIs, communicate the results, and calibrate as necessary.
You haven’t just implemented XLAs; you have joined a global movement. Now you are an experience maestro, it is time to expand your horizons to other groups. Use the framework to become a lighthouse that connects UX, CX, DX. Bring the Art & Science of the Experience Optimization Framework to help others like Human Resources, or Sales to achieve more.
In this phase, you also need to be ready to combat your new nemesis: The gravity to average performance. Because Experience is cumulative and humans are fickle, every Experience starts to deteriorate as soon as it is launched. People adjust expectations, they see new things, they change their needs and wants.
The Framework prepares you to defend your defined experiences against experience fatigue or decay. Just as in the Sound of Music; Calibration, Renewal, and Innovation will bring you back to Doe. Back to Envision, where new experiences need to be defined, making your organization (and your career) future proof.