What is XLA, and why is it relevant?
XLA is a concept that is gaining traction in the IT world, but not everyone uses the same definition. Robin points out that XLA goes beyond a simple measurement of customer satisfaction. “If you ask ten people, you’ll get six different explanations of what XLA is,” he says. XLA aims to capture the actual impact of IT services on users and map their overall journey. This helps identify areas for improvement and deliver a better experience for end users.
The power of operational data alongside experience
XLA connects three types of data to provide a complete picture of the customer experience:
User experience: How the end user perceives the service.
Operational data: Information on incidents, requests, and other operational events.
Technical data: Log files and technical indicators that reveal potential issues.
Robin emphasizes that linking these three data streams is crucial to understanding where the pain points lie and what can be improved. “You need to connect to the extent that you know where the pain is and where the improvement potential lies,” he explains. It’s about more than just measuring; it’s about taking action to genuinely improve the end-user experience.
XLA versus SLA: A different way of thinking
The difference between SLA (Service Level Agreements) and XLA lies in the mindset. While SLAs focus on output (such as resolution times), XLA focuses on the actual user experience – the outcome. Robin notes that XLA requires a behavioral change within IT organizations: “The challenge with XLA is that it’s not just about data, but also about behavior.” This means organizations must not only measure technical performance but also think about how this performance contributes to a positive user experience.
For example, an SLA might measure that an incident is resolved within four hours. But XLA looks at how the solution has actually helped the user. Has their work process improved, or are they still experiencing the same issues? This approach requires a continuous process of measuring, improving, and collaborating with customers.
From measurement to improvement: Implementing XLA
Implementing XLA requires a structured approach, where organizations make changes step by step. XLABS advises starting with a three-month period to define the desired customer experience, collect and analyze the right data, and take action to implement improvements. “You need to make it transparent, that’s the first step, and you need to make it concrete in small steps,” says Robin.
It’s not just about measurement; XLA must become part of an ongoing dialogue with IT teams, service providers, and end users. This means organizations must regularly communicate what’s working well and where there’s room for improvement. “Having discussions about what’s going well and what can still be improved is essential.”
Certification and the NEN standard for XLA
With the growing demand for a formal standard, the Netherlands has developed the NEN 8038 standard for XLA. This standard ensures a clear and consistent approach to Xperience Level Agreements. Robin also announces that XLABS is working on a new MSP certification for XLA, which helps organizations standardize and improve their services. “You want the requester to be able to distinguish in an RFP and for MSPs to demonstrate compliance with the XLA standard,” Robin explains.
Getting started with XLA: Practical tips for IT professionals
Robin advises IT professionals who want to get started with XLA to begin small and focus on a few core areas within the organization. Start with 2-3 key services that are important to the organization, map them out clearly, and define the desired customer experience. Collect relevant operational data and ensure there’s a constant feedback loop with users. But most importantly: “Stay critical and keep communicating with your end users; it’s not just about measuring but especially about improving.”
Conclusion: A continuous process of improvement and adaptation
XLA provides a valuable framework for IT professionals looking to enhance the experience and satisfaction of end users. By collecting the right data, changing behaviors, and continuously improving, IT teams can create real value for their customers and employees.
Listen to the full podcast episode
Curious to learn more about XLA and how to apply it in your organization? Listen to the full episode of the podcast Typisch Joost, where Robin Marchand delves deeper into customer experience, the impact of XLA, and how to implement these principles in practice.