xla academy
xla academy

We create training content and deliver training solutions


We create training content and deliver training solutions to partners and end-customers on Introductory, Foundational, Practitioner, and Trainer levels. The XLA Academy is part of XLABS and partners with training organizations and IT companies. We share good practices and proven rituals to apply XLA successfully. We do this with e-learning solutions, various classroom trainings, and train-the-trainer. Except for the e-learning and train-the-trainer, a total of 8 to 12 students per class is required for courses to proceed.


Get your first glimpse into the world of Experience Management (XM) and XLA®. This training is created to give you an initial insight into the world of XM and XLA® at your own pace, wherever you are. We offer four e-learnings: The power of XM, The essence of XM, The components of XM, and The implementation of XM.

Duration: 60 minutes

Classroom training

Introduction to XM and XLA®

This training provides you with the knowledge to improve end-user experience and drive business impact through better collaboration using XM and XLA® practices in your daily work. This training focuses on XM and XLA® and their importance for businesses. It distinguishes between SLA and XLA®, and KPI and XI. It explains the Magic Zone and the factors that create experiences. Participants learn about the Experience Economy, the Service Profit Chain, and Moonshot Thinking, and how these concepts affect businesses. This training also covers practical techniques for XM and XLA®, including value circles, value streams, and value drivers, and how they affect the XLA® framework. You will gain insight into how aligning interests contributes to a win-win relationship and how service providers and service consumers collaborate in a service ecosystem.

Duration: 4 hours

Foundation of XM and XLA®

This training builds upon the concepts covered in the Introduction to XM and XLA® training, and delves deeper into the essence of a good experience and why it is essential for your end user. In addition to a more in-depth theoretical elaboration, this training includes practical examples and group assignments. You identify where your organization stands and where you want it to be regarding customer experience. Based on that assessment, the training provides a step-by-step guide to achieving a customer experience that is aligned with expectations and that sits in the “Zone of Good Enough”. It covers best practices for implementing experience through the Experience Management Journey and includes exercises to build a compelling business case and action plan to move forward.

Duration: 2 days

XM and XLA® Practitioner

This practical training enables you to independently set up and secure XM and XLA® in your organization. This training is designed for both IT companies, such as Managed Service Providers, and end customers, such as large enterprises and public organizations. Various scenarios are developed for interpretation and exercises. We use case studies, rituals to change or reinforce cultures, and best, good, and emerging practices. You can apply the three value drivers (experience, business impact, and collaboration). Practitioner level means you better understand the problems you want to solve and can operate effectively under limited time and pressure, with minimal or no help.

Note: Successful completion of the Foundation training is a prerequisite to participate in the Practitioner training

Duration: 2 days


The train-the-trainer program (TTT) prepares trainers to deliver consistent, high-quality, and inspiring XM and XLA® training. Our goal is to train not only expert XM and XLA® professionals but also charismatic trainers who can ignite passion and motivation in their audiences. This unique program covers both the essential knowledge of XM and XLA® and the necessary soft skills to deliver it in an engaging way. Candidate trainers first gain knowledge by participating in our Introduction and Foundation courses. Once completed they will polish their training delivery skills through five days of personal instruction. We practice powerful tools such as storytelling, how to promote class discussions, and how to deal with demanding students. The program concludes with 2.5 days of on-the-job execution, where candidate trainers deliver both the Introduction and Foundation training along with one of our senior trainers in the classroom on the principal; we train you, we train together, you train by yourself. Certified trainers also participate in annual coaching to keep their skills at a high level and to get updated with the latest developments regarding XM and XLA®.

Note: Successful completion of the Foundation training is a prerequisite to participate in the train-the-trainer program

Duration: 7.5 days