XM COLLABORATORY
The XM Collaboratory is a community of business executives and academic thought leaders focused on the power of experience in forging a stronger emotional connection between customers and brands to drive growth and customer lifetime value.
Member Value Proposition
Creating a bridge between business and academic leaders in experience management, fostering collaboration on research and experiments that accelerate members’ journeys to be more customer-driven.
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Mission
Grow the enterprise value of consumer and BtoB brands through Emotion Value Management (EVM), helping connect business leaders with academics to collaborate on research, experiments, education, and training.
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Vision
Lead the transition to a new approach to brand building and customer experience, where the emotions that bond us to a brand are the core focus that generate revenue and business value.
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Purpose
Help organizations make the shift from make-and-sell to sense-and-respond, fostering deeper meaning, sharing, and community where brands are built through emotionally engaging customer and employee experiences.
Visionary business leaders contribute real-world perspectives and innovation, ensuring Experience Management research delivers lasting impact.
Our community is guided by renowned academic thought leaders who have the passion and knowledge to shape the future of Experience Management.
Research
At the XM Collaboratory, research is at the heart of our mission to advance the practice of Experience Management.
The XM Collaboratory will reinforce a virtuous cycle that increases university distinction, accelerates professors on their path to tenure in XM related fields, and cultivates the next generation of business and academic leaders.
Experiments
We don’t just study experience management—we put it into action. Through a focus on experimentation, the XM Collaboratory helps members test and scale solutions that drive meaningful impact.
Apply to Become a Member
See if you qualify to join a select group of academic and business leaders driving the future of experience management.
Why should you apply?
Functional Value: Access to research, data, and insight you wont be able to find anywhere else.
Emotional Value: Join a vibrant community of leaders shaping the future of XM.
Relational Value: Connect with academics, practitioners, and thought leaders across industries.
Economic Value: Discover use cases and frameworks that translate XM into measurable business results.
Help us shape the Collaboratory
We’re co-creating this movement. Share your thoughts on how we can make the Collaboratory most valuable.