manage experiences

l i k e a b u s i n e s s

Hi, I’m Greg


At The X-Mentor we provide next-generation strategic consulting focused on AI-driven customer experience management—what we call Experience Performance Management (XPM)

XPM gives organizations real-time customer journey insights to drive faster, smarter decisions and better business outcomes.

The Result: Businesses unlock billions by helping customers achieve goals faster—delivering more value with less waste.

brands & clients

Measurable growth for some of the most successful brands in the world.

xPM Insights

Stop Steering Your Ship by Looking at the Wake.

The key isn’t in looking back at lagging data—it’s in leveraging leading metrics and real-time insights to make smarter, faster decisions.

Steer Your Business Toward the Horizon.

  1. Co-create Leading Experiential Metrics.

  2. Shift to Insightful, Purpose-driven Reporting.

  3. Avoid "Score Begging” and “Gaming the System” Behaviors.

X-Mentor testimonials

That’s where the business case for CX has to go. I tell people that tying customer experience to revenue at the company level is a sexy story at best. But the real work happens at a journey level.” Read more.

Maxie Schmidt

Vice President, Principal Analyst at Forrester Research.

Technology should adapt to humans. Humans shouldn’t adapt to technology. The underlying driver has to be people.” Read more.

Jakob Nielsen

Usability pioneer, author, and Co-founder of NN/g.

This is the Holy Grail of where CX needs to go. We start to understand which human emotions lead to what level of profitability. Now you can have a conversation with your CFO.” Read more.

Trent Rossini

Co-Founder and Managing Director at InQuba.

Proprietary Service offerings

Advisory

Innovation: AI-driven Customer Journey Management & Digital Transformation.

  • Thought Leadership via The X-Mentor

  • Strategic Impact & AI Fundamentals

  • AI-Accelerated Business Growth

  • AI-Fueled Productivity & Performance

  • Scaling AI for EX & CX Success

Research

Analytics: Customer Journey Analytics and Customer/User Research.

  • Deep Customer Journey Analytics

  • Digital Customer Journey Mapping

  • CX Measurement Programs

  • UX Research Programs

  • Traditional Mixed Methods

Management

Optimization: Cost and Profitability via Human-centered Design.

  • Customer Journey Management

  • Customer & User Experience Design

  • XPM AI-driven Experience Management

  • Customer Value & Business Value

  • Organization & People Leadership

the XPM origin story

EXPERIENCE PERFORMANCE MANAGEMENT

It all begins with an idea to connect strategic branding with user experience on the internet. HyperBranding was the worlds first interactive branding service. It focused on designing user experiences, shifting from mass "broadcast" branding to personalized, one-to-one interactions online. I pioneered Interactive Branding, with Apple Computer as my first client.

Microsoft became a client, starting with a complete redesign of their Global Customer Support System. This led to an opportunity to join Bill Gates' new initiative to develop a Corporate Performance Management solution for the Microsoft Business Intelligence Group. It was my first insight into the link between customer experience and financial performance. Later, I created and managed the first Experience Performance Management dashboard for Microsoft Office 365 SaaS GTM.

Today, connecting Experiential and Financial data within the customer journey is possible—once unimaginable 20 years ago. Journey Economics is set to redefine the economic value of Customer Experience Design in the Age of AI.

Greg Parrott, Founder of The X-Mentor

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