What is an 'experience-level objective' (ELO) in TELUS strategy?

• A. A measurable target across end-to-end CX or AI capability areas that aligns with business goals.
• B. A set of compliance requirements for CX initiatives.
• C. A fixed annual budget for CX projects.
• D. A performance metric limited to system uptime.

Answer: (A)

An experience-level objective is a measurable target that spans the end-to-end customer experience or AI capability areas and ties directly to business goals. It defines the concrete outcomes you want the customer journey and AI initiatives to deliver, not just isolated activities or components. Because it’s measurable, teams can track progress, compare to baselines, and adjust actions across CX efforts to drive real business value. It also helps ensure cross-functional alignment so investments and work across CX, data, and AI push toward the same strategic outcomes. This differs from requirements that govern compliance, from a fixed budget that allocates resources, or from a single technical metric like system uptime, which doesn’t capture the overall customer experience or AI capability progress.