The Service Desk Institute (SDI) has been connecting service professionals across the world since 1988 and is the leading global community for everyone working in the service and support industry. Our mission is to inspire service desks and support teams to be brilliant.

With a passion for providing industry best practice and sharing knowledge, SDI is dedicated to guiding, inspiring, and connecting ITSM, service desk and support communities. A respected, trusted and independent advisor to the industry, SDI has inspired thousands of organisations and professionals around the world to embark on journeys of service improvement and to be the best they can possibly be. For more information, visit www.servicedeskinsitute.com

In the Monty Hall Problem, most contestants stick with their first choice even when new information shows a better option. Enterprise service delivery faces the same paradox. Organisations often choose familiar paths, maintaining fragmented tools or adding more specialised point solutions, despite data showing a unified Enterprise Service Management (ESM) platform dramatically improves outcomes.

This webinar, hosted in partnership with SDI, presents the benchmark data that changes the equation. Learn why ESM is not ITSM replicated but an orchestration framework that harmonises HR, Finance, Facilities and Legal services without forcing uniformity. We will walk through a six stage framework that transforms organisations from departmental soloists into an enterprise symphony, backed by field tested patterns and measurable results.

Attendees will leave with:

- Insights into why most ESM initiatives stall and how to avoid the execution gap

- Benchmark data from 10,000+ organisations that shifts the probability in favour of ESM

- The six stage framework for orchestrating service delivery across multiple departments

- Practical guidance on balancing governance with business team autonomy

- Proven patterns from organisations that successfully made the switch and achieved measurable ROI

The question is not whether to make the switch but whether you have the information to make the statistically correct choice. This session provides it.

From Door One to Enterprise Symphony: Data Driven Service Delivery for Modern Organisations

As organisations adopt experience data to optimise and enhance IT services, one critical question remains: how do we ensure the experience data truly improves the employee experience?
In this webinar, Sakari Kyrö from HappySignals explores how experience data—real feedback from end-users—can be used for better IT decisions. By aligning AI behaviour with what users actually experience and expect, organisations can avoid common pitfalls of automation and build systems that drive satisfaction, reduce friction, and deliver real value.
Join us to discover how bringing human experience into ITSM leads to better outcomes in day-to-day operations—from faster resolutions and fewer escalations to higher employee satisfaction and trust in digital services.

Top 3 Use Cases for using experience data in ITSM

Discover how ALVAO brings IT Service and Asset Management together in one simple platform. See how it connects with Microsoft Teams, Copilot, and Power BI, and how automation helps cut tickets, speed up self-service, and provide clear insights. No jargon, no long slides. Just a practical demo that makes daily IT work easier.

Key Takeaways

- Manage IT services and assets in one place.

- Get more value from Microsoft tools.

- Save time with automation and one-click actions.

Microsoft-native ITSM & ITAM

AI has been portrayed as the magic solution to offloading repetitive and time-consuming IT service delivery tasks from technicians, saving them valuable time and improving overall efficiency. However, for many organizations, that has not been the case, as they still struggle to leverage AI effectively and demonstrate returns on investment.

ServiceDesk Plus, ManageEngine's AI-driven unified service management platform,  provides high-value AI for ITSM teams without additional operational overheads or extra license costs. 

Watch on demand, to explore the practical applications of AI in ServiceDesk Plus to show how you can drive real efficiency in your IT service delivery using various AI capabilities and features available out of the box. 

Key takeaways for utilizing ServiceDesk Plus:

- Deliver exceptional experiences with conversational workflows powered by an AI virtual agent.

- Boost operational efficiency by automating mundane but crucial tasks like ticket categorization using intelligent predictive.

- Use GenAI to generate responses, summaries, custom functions and more.

Transforming IT service operations with practical AI in ServiceDesk Plus

In 2025, Stephen Mann (itsm.tools) and PeopleCert carried out research into how AI supports ITIL practices across modern ITSM tools. Watch on demand to explore the AI use cases featured in the study, discover key findings on how AI is shaping IT service management today, and gain insights into where it’s heading next.

AI and ITIL - Accredited Tool Vendors: Insights from 2025

This session explores how SCC has embedded Experience Level Agreements into its workplace strategy. Mark Franzen, UK Digital Workplace Experience Leader, shares how SCC evolved its approach from advisory and personal development to day-in-the-life analysis and outcome-based delivery. Through internal transformation and customer case studies, the session highlights how XLAs have helped uncover pain points, improve productivity, and reshape service conversations around what truly matters to end users.

Experience First: SCC’s XLA Journey Towards Measurable Outcomes

What if you could tap into millions of employee voices to guide your IT improvement strategy? In this session, we’ll explore the most common challenges employees face in their interactions with IT—and the proven methods organizations have used to overcome them. Backed by real-world feedback data, we’ll uncover:

- The main reasons for unhappiness in IT support is why the Service Portal often frustrates more than it helps.

- How to reduce ticket reassignments and improve resolution speed

- Why chasing high satisfaction targets can backfire - and what to do instead.

Whether you're just starting your ITXM journey or refining your continual improvement practices, this session will equip you with actionable insights that turn experience into measurable impact.

Turning experience into action: Common improvement areas as told by millions of people!

Power Design's journey supplementing traditional Service Level Agreements (SLAs) with Experience Level Agreements (XLAs) has shaped customer and employee experiences.

Josh begins by contrasting SLAs—focused on technical, process-based metrics—with XLAs, which prioritize user satisfaction, emotional impact, and journey-based outcomes. Using Power Design's ATLAS program as a case study, Josh demonstrates how the team reimagined operations to align with their mission, leveraging the innovative XM Tree framework.

This visual tool roots strategy in the customer journey, mapping touchpoints, identifying "Moments of Magic," and tracing outcomes back to foundational values.

Attendees will discover how Power Design's shift to XLAs empowered teams to exceed expectations, foster loyalty, and deliver memorable experiences that go beyond the numbers—transforming metrics from mere measurements into drivers of business success and customer delight.

From SLA to XLA: Turning Metrics into Magic

This session explores a user-centred approach to improving digital operational services, with a focus on making systems simpler, faster and more effective for all stakeholders. It highlights the importance of understanding both the practical and emotional experiences of users, gathering feedback and using insights to continuously enhance service delivery. Watch now to learn about the transformation of services in complex environments, including the challenges of integrating digital solutions in setting where traditional processes, such as printing, remain essential. The session emphasises how direct engagement with users can reveal critical insights, leading to meaningful improvements in service design, delivery and the overall user experience.

Tipping the Scales of Justice with XLAs

Get ready for a real-world business adventure! In "Scaling Peaks, Breaking the Service Sound Barrier: Unisys' Supersonic Leap to Experience," Patrycja Sobera reveals how Unisys made a bold move in 2020. The company shifted from a traditional IT provider to a global leader in experience management. Patrycja Sobera, Senior Vice President and General Manager of Digital Workplace Solutions at Unisys, is a pioneer in experience management. She was instrumental in the company's bold 2020 pivot to Experience Level Agreements (XLAs), shifting the focus from traditional IT metrics to the actual human experience.

Under her leadership, Unisys created its first Experience Management Office, driving significant improvements in client productivity and employee engagement.

In 2020, Unisys reinvented itself by becoming the first major IT provider to center its business on experience. The company rebuilt its solutions around Experience Level Agreements (XLAs), which measure how employees and customers actually experience technology. Today, as a Global Founding Member of the XLA Institute, Unisys helps set industry standards. 

Patrycja's story is proof that betting on customer and employee experience can drive significant business success.

Scaling Peaks, Breaking the Service Sound Barrier: Unisys' Supersonic Leap to Experience

The Experience Economy is a rapidly evolving landscape, prompting a massive rethinking of experience design and management. In this dynamic environment, both commercial and public organizations are questioning how their culture, work methods, and leadership will evolve.

During the "Market of Ideas" session, Sarah Nicastro will facilitate an engaging dialogue with attendees and industry experts to explore the future of Experience Level Agreements (XLAs) and the direction of experience management. She will delve into the critical questions shaping this new era, guiding a collaborative exchange of insights on the path forward. This interactive session is a unique opportunity to contribute to the ongoing conversation about business transformation and the role of leadership in a human-centric economy.

The Market of Ideas

Every day, your team pushes the same boulder up the mountain - tickets pile up, users complain, and tomorrow brings the exact same challenges. But what if that rock could stay at the top? What if your service desk could actually prevent problems instead of just reacting to them?

The most successful IT teams have discovered something revolutionary: every major incident leaves breadcrumbs. This session reveals how Freshservice's intelligent incident management and CMDB capabilities help you connect those dots before disaster strikes.

What you'll discover:
o Predict before you react: Use Freshservice's incident patterns and CMDB relationships to identify brewing problems before they explode
o Connect the invisible dots: Map asset dependencies and change impacts that most teams never see coming
o Turn chaos into clarity: Transform scattered incident data into actionable intelligence that actually prevents future fires

This session is perfect for IT leaders tired of playing defense and ready to get ahead of their next crisis.

Your CMDB is lying to you: What Greek tragedies teach us about incident management (and how to fix yours)

How does a College based in Lancashire UK, become the first academic institution and public sector organisation to achieve 'World - Class' Service Desk Certification status? 
How did the IT Services department go from “uncertifiable” to 5-Star, and what impact and value has this created?

Join us for an exclusive session with Runshaw College’s Head of IT Services Alex Harding, as he shares their story, the challenges they faced, and the measurable outcomes they achieved.

In this webinar, you’ll discover:

• Runshaw's inspiring Service Desk Certification Journey
• Challenges and obstacles 
• How Runshaw improved productivity by +23% despite increasing ticket volumes
• How customer satisfaction (CSAT) rose from 4.5 to 4.96/5, climbing every year post-Certification.
• What it takes to embed a culture of continual improvement and sustain world-class performance.
• Return on Investment (ROI) figures to shout about.

Whether you’re a CIO, IT service leader, or service desk manager, this is your chance to hear real-world insights from a team that proved the ROI of IT support, gained industry recognition, and built trust across their organisation.

 Don’t miss the opportunity to learn how your service desk can follow in Runshaw’s footsteps and achieve staggering results like theirs.

The Road To World Class: How Runshaw Became The 1st Educational Organisation to Achieve 5 Star Certification

In this session, we will explore how Virtual Personal Assistants (VPAs) are revolutionizing service desk operations, enabling teams to "Automate, Elevate, Innovate". This session is designed for service desks seeking to harness AI and automation for greater efficiency and customer satisfaction.

Discover how AI has evolved into essential business infrastructure, representing a "fundamental paradigm shift" where AI agents actively solve problems. This empowers your team to become smarter, faster, and truly future-proof.

Rina will guide you through the "AI Paradox," demonstrating how to implement AI and automation to enhance—not replace—the human touch.  You'll learn to balance operational efficiency with emotional intelligence (EQ) by building automation strategies that preserve personalization and reinforce trust. 

This talk isn't just about improving your service desk; it's about building a high-impact, future-proof career in IT Service Management (ITSM). Rina will introduce her book, "The ITSM Playbook®," as your strategic roadmap to navigate corporate challenges and build a career path to a six-figure salary. Learn to communicate your impact beyond technical jargon, securing your seat at the leadership table.

The Super Agent: How a VPA Makes Your Team Smarter, Faster, and Future-Proof

Designing with intent: shaping trusted digital workers to serve with confidence and care

AI may grab the headlines, but Intelligent Automation (IA) is where real transformation happens. IA serves as the container that unites all automation tools and methods—including AI—into a coordinated system designed to deliver human-centered, outcome-driven results.This session explores how to achieve a sensible blend of human and AI-supported work—where assistants help you do more, stress less, and protect the quality of your results. Whether you operate in healthcare, finance, government, manufacturing, or within an IT organization, the principles of IA apply across all service-driven industries.You’ll learn why assist before you agentify is the smarter approach, how governance and guardrails sustain trust, and how data management ensures automation remains safe and meaningful. We’ll also decipher the emerging field of agentic AI—exploring the discrete designs and roles of assistants and agents—alongside the growing skills of prompt crafting (for assistants) and prompt engineering (for agent design). Finally, we’ll look at how cost control through measured consumption keeps innovation sustainable.This is automation done right—human-centric, outcome-driven, and ready for the next evolution of service management across every service-based enterprise.

When AI Works with You: The Human Side of Intelligent Automation

This session guides organizations on checking if they are ready for AI. It explains how to assess goals, data, infrastructure, skills, and culture before adoption. The focus is on setting clear expectations and starting small to avoid failure.

How to Assess AI Readiness for Service Delivery

While organizations are rushing to adopt AI, the question of governance and risk management is becoming more and more important.

How to balance the benefits of early adoption and effective management on AI risks? ITIL offers a practical AI risk management approach based on the ITIL 6C model for AI capabilities. It allows to identify and assess AI risks in the organization’s context and find relevant and effective countermeasures.

Watch this session to learn about:

·        The typical AI risks

·        The ITIL 6C model for AI functional capabilities

·        A practical approach to AI risk assessment and management.

AI in ITSM: the 6C model for planning and risk management

The three most common root causes of failed Changes are failed communication, poor underlying documentation(CMDB), and not getting “the right” approvals.  These 3 distinct causes all have a common denominator the processes required to execute well contrast with natural human behavior.  Communication is always a challenge in large organizations. No one enjoys keeping the CMDB up-to-date, and it’s easy to forget every single person who should approve a change and we end up going with the default people. AI can address each of these root causes efficiently and effectively. In this session you’ll be introduced you to a new process with AI augmentation that aligns with natural human behaviors. We’ve infused this process into our change enablement function and haven’t had a roll back since.

Utilizing AI in your Change Management/Enablement

As the Experience Management Office (XMO) becomes a more common feature in organizations, the discussion on the right tools to support it is becoming more lively. Many organizations are building their own custom tools, while software companies are offering a range of solutions. There is a frequent question about how tooling will evolve in the Experience Economy, which tools will adapt from the "Service Economy," and what new ones will emerge.

Tooling In The Age of Experience

This presentation offers a strategic perspective on the evolution of experience management within Technology Services, focusing on the journey led by XMO DXC in partnership with the client VALE. Through the implementation of the XLA methodology, we explore how operational challenges were overcome and transformed into opportunities for value creation. Practical lessons will be shared on maturity, purpose, and sustainability in building meaningful and lasting customer experiences.

Experience as a Journey: Strategic Evolution Through Purpose and Practice

Get ready to see how T-Mobile is revolutionizing digital support for its employees! 

In a compelling presentation, Kym Bowen will reveal how her team leveraged XLAs to design a first-of-a-kind-AI-powered support tools.

Frustrated with cumbersome tools and a lack of trust in phone support, T-Mobile's team developed an intelligent helper. This innovative solution seamlessly integrates centralized knowledge with an easy-to-use chat experience. You'll discover how this initiative transforms employee support by reducing friction and rebuilding trust in digital tools. This is a powerful case study in how listening to your employees can drive real, transformative change.

T-Mobile Technology XLA Journey

In this session by Sami Kallio, you’ll learn how to get started with XLAs — not just in theory, but through four real-world case studies from HappySignals customers across different industries. You will discover how these organizations have shifted from traditional SLAs to experience-driven outcomes. Whether you're just exploring XLAs or ready to implement them, this talk will leave you inspired and equipped with practical insights to take the first easy step

Getting started with XLAs: Four inspirational cases from real customers

A ground breaking client case study following the XLA journey of a renowned global technology company known for household appliances. 

The session explores how, with Unisys, the organization shifted from traditional service metrics to XLAs, transforming employee experience. Attendees will learn how digital workplace solutions and XLA expertise delivered measurable improvements in satisfaction, productivity, and business outcomes. The presentation will detail practical steps, real challenges, and the substantial impact of a holistic, data-driven experience management strategy in today's workplace.

XLA success is not Hot Air

In his upcoming presentation, "From the Peaks to the Slopes," Dr. Fairbanks will guide the audience through the evolving landscape of employee experience management in large organizations, using Gartner's hype cycle as a powerful metaphor. He will begin by revisiting Gartner's 2021 assessment, which placed Experience Level Agreements (XLAs) at the "Peak of Inflated Expectations.

NBCUniversal has several brands and divisions that are deeply involved in experience design and management. This focus is core to its physical and digital ventures.

Dr. Fairbanks will explain that the field is now entering the "Slope of Enlightenment," a phase where organizations are moving beyond hype and beginning to professionalize employee experience management. Central to Dr. Fairbanks' message is the assertion that experience management is now a critical competence for every senior executive. He will argue that, in today's complex and rapidly changing business environment, the ability to shape and optimize employee experience is essential for driving engagement, productivity, and business performance.

Dr. Fairbanks will emphasize that as organizations move "from the peaks to the slopes," those that invest in the professionalization of employee experience management will be best positioned to realize sustainable value and competitive advantage in the years ahead. 


In summary, Dr. Fairbanks' presentation will chart the journey of employee experience management from the heights of inflated expectations to the practical, evidence-based practices of the slope of enlightenment, making a compelling case for why every senior executive must master this critical organizational competence.

From the Peaks to the Slopes

The XLA Journey From The Peak To The Slopes

Case Study: Putting Experience First

Our customers' experience shows the power of prioritizing experience. Join Kyndryl's Dennis and Chris as they reveal real-world case studies where focusing on employee and customer experience drove tangible business results.

When you champion Experience Level Agreements (XLAs), you move past outdated metrics to measure what truly matters—how people feel and perform.

After a corporate separation, a global client rebuilt both IT and culture from scratch. By embracing XLAs, they focused on enhancing the direct employee experience, creating a resilient IT environment, and a vibrant, collaborative culture. The outcome? Measurable gains in productivity and reduced costs.

This case proves that a people-centric approach doesn't just support business transformation, it accelerates it. When you put experience first, you unlock genuine value and lasting success.

Connected Experience

Employee Experience

Customer Experience

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Service Desk Institute (SDI)