CX FOUNDATION · THE STARTING POINT

CX Foundation Course

2-day evidence-led introduction to all 12 pillars of customer experience excellence. Your CX journey starts here.

2

DAYS

12

CX PILLARS

24

QUESTION ASSESSMENT

0

PREREQUISITES

The evidence-led starting point for CX

The ICXI CX Foundation Course gives you a complete, practical command of the ICXI 12 CX Pillars Framework, the same architecture that underpins the ICXI Experience Excellence Index. Over two days it moves from what customer experience really means, through all twelve pillars, to the QERE methodology and the evidence base you need to make the case for CX in your own organisation. It is the recommended starting point for anyone responsible for CX outcomes who wants a defensible, framework-based command of the discipline.

2 days

09:00 to 15:00 daily

In-person, virtual or hybrid

Typically 8 to 30 delegates

24-question assessment

45 minutes, 70% to pass

Foundation Certificate

ICXI-certified, no prerequisites

The two-day agenda

Every pillar is taught against its evidence indicators, what an external assessor would expect to see, so you build pattern recognition as you go.

Day 1 · Understanding CX Excellence

D1

What is Customer Experience?

Beyond service and satisfaction, the complete picture, and why evidence matters.

D1

The CX Challenge

Why most organisations struggle: perception versus evidence, fragmentation, complaint-led improvement.

D1

Pillars 1 to 6

Leadership & Governance, Centricity & Intent, Insights & Intelligence, Design & Innovation, Journey Management, Omni-Channel Delivery, each taught against its evidence indicators.

D1

CX Maturity Self-Assessment

Where does your organisation sit today? A first honest read using the ICXI model.

Day 2 · Applying CX Excellence

D2

Pillars 7 to 12

Value & Economics, Culture & Employee Experience, Operations & Excellence, AI & Personalisation, Fairness & Digital Trust, Loyalty & Advocacy.

D2

The QERE Methodology

Question, Explanation, Reasoning, Evidence, turning CX questions into proof.

D2

The Experience Excellence Index (EEI)

What an ICXI assessment delivers and how to use it in your organisation.

D2

Building Your CX Evidence Base

Quantitative, experiential and financial evidence, and presenting CX to leadership.

D2

Foundation Assessment

24 scenario-based MCQs, 45 minutes, and your pathway to the Diploma.

Who it is for, and what you gain

Who should attend

  • CX practitioners, analysts and programme managers
  • Customer service, contact-centre and operations managers
  • Marketing, product, digital and e-commerce leads with CX accountability
  • HR, learning and organisational-development professionals
  • Quality, compliance, risk and audit professionals
  • Anyone preparing for the 5-day CX Professional Diploma

What you will leave with

  • A complete working knowledge of all 12 ICXI CX Pillars
  • The QERE methodology and the discipline of evidence-based CX
  • A clear understanding of the Experience Excellence Index
  • A starter CX evidence base across quantitative, experiential and financial proof
  • A board-ready way of presenting CX in commercial language
  • The ICXI CX Foundation Certificate and a clear path to the Diploma

How it fits the Academy pathway

The Foundation Course is the entry point of the ICXI Academy. From here, the CX Professional Diploma (5 days) builds full practitioner depth for mid-to-senior leaders, the CX Executive Masterclass (1 day) gives senior leaders strategic awareness, and the Accredited Assessor pathway qualifies graduates to assess organisations against ICXI’s standards. Foundation graduates carry a significant advantage into the Diploma.

Book a place on the CX Foundation Course

Reserve a seat on a public cohort, arrange an in-house course for your team, or ask about virtual delivery. The ICXI team will come back to you with dates and details.

Frequently asked questions

The Foundation Course is for any professional who carries CX responsibility, formally or in practice, and wants a complete, evidence-led picture of what good looks like. That includes CX practitioners and programme managers, customer service and operations managers, marketing and digital leads, HR and organisational-development professionals, and quality, compliance and audit teams. It is also the recommended starting point for anyone preparing to enrol on the 5-day CX Professional Diploma.

The Foundation Course is two days, running 09:00 to 15:00 each day. It is delivered in-person, virtually, or as a hybrid, for a typical group of 8 to 30 delegates. There are no prerequisites, it is designed for delegates with no prior CX framework training.

Assessment is a 24-question, scenario-based multiple-choice paper: two questions per pillar, sat individually and closed-book in 45 minutes, with a pass mark of 70 per cent (17 of 24). Each scenario presents a realistic workplace situation, and the correct answer is the response most aligned with the ICXI framework. Passing delegates receive the ICXI CX Foundation Certificate.

You will leave with a complete working knowledge of all 12 ICXI CX Pillars, command of the QERE methodology, a clear understanding of the Experience Excellence Index, and a starter CX evidence base for your own organisation across quantitative, experiential and financial proof points, plus a board-ready way of presenting CX in commercial language.

It is built on a live global index: the 12 pillars are the same framework used in real ICXI EEI assessments. It is comprehensive rather than selective, most CX programmes cover two or three dimensions, this one covers all twelve, and it is evidence-led rather than opinion-based, with every pillar anchored to observable proof.

You will leave with a complete working knowledge of all 12 ICXI CX Pillars, aThe Foundation Course is the entry point of the ICXI Academy pathway: Foundation (2 days) leads to the CX Professional Diploma (5 days) for mid-to-senior practitioners, with the CX Executive Masterclass (1 day) for senior leaders and the Accredited Assessor pathway beyond. Foundation graduates carry a significant advantage into the Diploma.command of the QERE methodology, a clear understanding of the Experience Excellence Index, and a starter CX evidence base for your own organisation across quantitative, experiential and financial proof points, plus a board-ready way of presenting CX in commercial language.