What an incredible moment it was at the HDI Experience 2024 in São Paulo! This vibrant event served as the perfect stage to launch the XLA Institute in Brazil, and the energy was absolutely electric! Like the weather, the music, and the dancing, Experience is hot in Brazil.
Our very own VP of Experience Advocacy, Alan Nance, alongside HDI Executives Thiago de Marco, Felipe Coelho, and XLA Consulting leader Raquel Nadalim Torres, took to the stage to unveil the Institute.
They were joined by enthusiastic XLA graduates, welcoming new members to join this exciting journey.
Brazil: The Heart of Experience Management
So, why is Brazil at the forefront of the experience management movement right now? Janilton Luiz, Senior IT Executive at M. Dias Branco, perfectly captures the spirit: “Experience is in our DNA. Most Brazilians would rather create a good experience than a great process.” This mindset is driving the adoption of Experience Level Agreements (XLAs) across the nation!
Major Brazilian companies like Petrobras, Vale, and Embraer are leading the charge, establishing their Experience Management Organizations (XMOs) with the invaluable support of Raquel and her team.
Marcelo Rigueti, Head of IT Operation and Services at Petrobras, and Michelle Alves, Head of Central Services, are thrilled about their initiatives, stating, “We see XLAs as an important step, reinforcing our commitment to the culture of serving with excellence and the focus on the experience of our internal customers.”
Celebrating Success and Ambition
The excitement doesn’t stop there! The joint team of Vale and DXC was nominated for the IT Project of the Year for their outstanding work on the Vale XMO.

Rodrigo Muchinelli, the Vale XMO lead, shared their strategy and the benefits of an XMO, showcasing the ambitious spirit that is driving this movement forward. While DXC is currently leading the XLA market, other global integrators and providers like ATOS, Kyndryl, Topdesk and iK solutions are also launching their own experience management initiatives.
And let’s not forget Embraer! Vinicius Sampaio Araujo, the Global Head of IT Services and Support, declared, “Next year is the year of Experience for Embraer. We have made a great start in 2024, but we will be flying next year!” The enthusiasm is palpable, and the journey ahead is filled with promise!
