About Us

Redefining experience. Delivering advantage.

XEF Global redefines how experience is understood, built and led, creating competitive advantage for organisations and career advantage for the individuals who lead it.

XEF Global exists because the way experience is currently managed is not working. Organisations are investing more in experience than ever before and not seeing the returns. The gap between what they intend to deliver and what their audiences experience is widening, not narrowing.

The problem is that experience as a discipline is broken. It has evolved as separate practices with separate methodologies, separate metrics, and separate communities. No single framework has connected them. The discipline itself is fragmented, and organisations cannot build a connected experience from disconnected parts. The Experience Ecosystem Framework™ closes that gap.

When experience is built well, everyone benefits. Organisations grow stronger commercially, culturally, and reputationally. Employees, customers, partners, and influencers experience what the organisation has committed to. Communities, economies, and environments are shaped by organisations whose actions match their words.

Better experience is an investment in a better future for all.

Our founder

Amy Pirie

Founder and Principal Consultant

Amy Pirie is the founder of XEF Global and creator of the Experience Ecosystem Framework™.

Across 25 years and four continents, she has worked as a Chief Operating Officer, customer experience specialist, strategist, marketer, and an independent consultant — in professional services, technology, market research, and a wide range of organisations in between. The pattern she encountered repeatedly was the same. Organisations investing seriously in experience but seeing those investments split across competing functions that never reached their commercial potential because they were not connected.

XEF is her response to that pattern. The framework treats experience as a single discipline rather than a collection of disconnected ones, and is built to close the gap between what organisations intend to deliver and what their audiences actually experience.

Amy works directly with senior leaders on the diagnostic and strategy work that XEF engagements require. Her approach is to start with the experience audiences are having, identify where the gaps are costing the organisation commercially, and build the methodology, capability, and cross-functional alignment to close them.

Our Values