CX Measurement & Analytics
2-day practitioner certification in CX measurement and analytics, from core metrics and Voice of Customer to dashboards, ROI and predictive analytics.
From data to decisions
The Certified CX Measurement & Analytics Practitioner (CXMA) is a two-day ICXI Academy programme that builds the science behind customer experience decision-making. CX leaders are surrounded by data, from surveys and scores to dashboards, comments, complaints and churn signals, but most still struggle to turn it into commercial decisions. CXMA closes that gap. Day 1 covers the foundations: the measurement imperative, core metrics, Voice of Customer, journey measurement and complaints intelligence. Day 2 moves into text analytics, dashboards, financial ROI and predictive analytics, with every concept anchored in the decision it must drive.
2 days
09:00 to 17:00 daily
Classroom or live virtual
Tutor-led, with hands-on exercises
30-question exam
40 minutes, 70% to pass
CXMA Practitioner
ICXI-certified, no prerequisites
The two-day agenda
Nine modules: the measurement foundations on Day 1, then advanced analytics and application on Day 2, closing with the examination.
Day 1 · Foundations & Core Metrics
- D1The Measurement Imperative
Measurement maturity, activity versus experience versus outcome metrics, and the “so what?” test: every metric must drive a decision.
- D1Core CX Metrics
CSAT, NPS, CES, customer lifetime value, retention and composite indices, and how to choose the right metric mix.
- D1Voice of Customer Programmes
Survey design, channel strategy, sampling and statistical validity, response rates, cadence and closing the loop.
- D1Journey Measurement & Touchpoint Analytics
Journey-level metrics, emotion mapping, pain-point quantification, cross-channel analytics and moments of truth.
- D1Complaints & Feedback Intelligence
The TARP iceberg, root-cause analysis with Pareto, Ishikawa and 5 Whys, thematic coding, and reviews as CX intelligence.
Day 2 · Advanced Analytics & Application
- D2Text Analytics & Sentiment Analysis
Sentiment, topic modelling and AI and NLP tools for open-text feedback, and their ethical limits.
- D2CX Dashboards, Reporting & Data Visualisation
Audience-appropriate reporting for board, operations and frontline, data storytelling and visualisation best practice.
- D2Financial Analytics & ROI of CX
Failure-demand costing, cost-to-serve, CX-revenue correlation, NPV and payback: the case that wins the budget conversation.
- D2Predictive Analytics & Measurement Culture
Churn and propensity models, driver analysis, early warning systems and a 12-month measurement maturity roadmap.
- D2CXMA Examination
30 multiple-choice questions across all nine modules, 40 minutes, closed book, 70 per cent to pass.
Who it is for, and what you gain
Who should attend
- CX leaders and managers who own measurement
- Insight, analytics, research and VoC practitioners
- Operations, contact-centre, digital and product leaders
- Marketing, retention and lifecycle teams
- Agency and consultancy measurement practitioners
- Professionals preparing for the CX Professional Diploma
What you will leave with
- Fluency in CSAT, NPS, CES, CLV and retention metrics
- VoC design with proper sampling and statistical rigour
- The skills to turn complaints and open text into insight
- Dashboards built for board, operations and frontline
- A financial business case for CX investment
- The ICXI Certified CX Measurement & Analytics Practitioner award
How it fits the Academy pathway
CX Measurement & Analytics sits at the practitioner tier of the ICXI Academy, alongside the Certified VoC Practitioner, CX Journey Mapping Practitioner and CX Excellence Maturity Assessment programmes. There are no prerequisites; for those new to CX, the CX Foundation Course is the starting point, and CXMA leads on to the five-day CX Professional Diploma. A Public Sector edition (CXMA-PS) is calibrated for citizen experience.
Related courses.
Academy · 2 days
CX Measurement & Analytics: Public Sector
Citizen-experience measurement and analytics calibrated for democratic accountability and statutory obligations.
Academy · 2 days
Certified VoC Practitioner
Building defensible Voice of Customer programmes: survey design, sampling, statistical rigour, closed-loop action.
Academy · 2 days
Certified VoC Practitioner: Public Sector
The Certified VoC Practitioner reframed for government, councils and the NHS: same curriculum and credential, with public-sector channels, metrics, equity and governance.
Book a place on CX Measurement & Analytics
Book a seat on a public cohort, arrange an in-house cohort for your CX, insight, analytics, VoC or operations team, or ask about the upgrade pathway into the CX Professional Diploma. The ICXI team will come back to you with dates and details.
Frequently asked questions
Who is CX Measurement & Analytics for?
CX, insight, analytics, customer-research, VoC and operations leads in commercial organisations, CX programme managers, and agency or consultancy practitioners who deliver CX measurement work. It also suits professionals preparing for the CX Professional Diploma.
How long is the course and how is it delivered?
Two days, 09:00 to 17:00 each day including the assessment, tutor-led in the classroom or as live virtual training. There are no prerequisites: the course takes a practitioner from foundational concepts to applied competence in two days.
How is the course assessed?
A 30-question multiple-choice examination at the end of Day 2, covering all nine modules: 40 minutes, closed book and invigilated, with a pass mark of 70 per cent (21 of 30) and no penalty for wrong answers. One re-sit is free, and results come within 10 working days.
What will I be able to do afterwards?
Choose and explain the right CX metrics, design statistically sound Voice of Customer programmes, measure journeys, turn complaints and open text into insight, build dashboards for each audience, make the financial case for CX and apply predictive analytics.
What makes CX Measurement & Analytics different?
Every metric and analysis is taught against the decision it must drive, and statistical rigour (sampling, confidence intervals and non-response bias) is treated as a first-class concern. You leave with a 12-month measurement maturity roadmap for your organisation.
How does it fit ICXI's other courses?
It is a practitioner certification that complements the Certified VoC Practitioner, CX Journey Mapping Practitioner and CX Excellence Maturity Assessment programmes, and leads on to the five-day CX Professional Diploma. A Public Sector edition, CXMA-PS, is calibrated for citizen experience.