We Don’t Talk About Experience Excellence. We Define It.
ICXI, the International Customer Experience Institute, is the global authority for experience measurement, standards, education and recognition: the frameworks organisations use to define, measure and certify customer, employee, patient and AI experience excellence.
Born from a Gap in the Standards World.
ICXI was founded in 2005 by two former colleagues, Philip Forrest and Robert Keay, who shared a conviction that something was missing from the standards world. The customer service standards of the day were conformance-based: a binary test of whether an organisation met a fixed requirement.
What did not exist was a standard built around performance levels and improvement opportunities, one that told an organisation not merely whether it complied, but how good it truly was, and how it could become better. From that conviction the first ICXI standard (TICSS, The International Customer Service Standard) was born, introducing a graded, performance-led approach to service excellence that organisations could grow into, rather than simply pass or fail.
Twenty-one years later, ICXI has evolved into the global experience authority. What began as a single customer service standard has expanded into an integrated ecosystem spanning customer, digital, employee, patient and AI experience: standards, assessments, education and recognition. Established in London, ICXI today delivers its services around the world.
But our foundation has never changed. Excellence in Experience runs through everything we do.
ICXI, the International Customer Experience Institute. Established in London, 2005.
We Define It, Measure It, Teach It and Recognise It.
Our integrated ecosystem spans internationally recognised standards, AI-driven maturity assessments, professional qualifications and data-driven awards, delivered through a global network of accredited partners.
One integrated ecosystem: eight standards, three assessment types and four maturity levels, with global benchmarking and evidence-based recognition, each designed to move organisations from aspiration to evidence, from intention to independently validated performance.
Start Wherever You Are.
A structured pathway from initial measurement through to full certification, with EEI Awards recognition at every stage of the journey.
The definitive frameworks every other step is measured against.
An EEI Essential establishes the baseline.
A Navigator diagnostic goes deeper, with AI-powered insight.
Full maturity assessment, on the way to formal certification.
An organisation might begin with an EEI Essential to establish a baseline, progress to a Navigator diagnostic, build capability through ICXI Academy qualifications, and ultimately achieve formal certification.
A Single, Integrated Authority.
The experience industry has no shortage of consultancies, conferences and commentary. What it has lacked is one integrated authority that connects measurement, certification, education and recognition into a single, coherent, evidence-based system.
- 01A full portfolio of standards, not one
Covering CX, digital CX, employee experience, AI experience, patient experience, travel experience, organisational learning and sustainability: customer, employee, patient and AI experience, because experience excellence spans every touchpoint. No other institute offers this breadth.
- 02Independently certifiable standards
ICXI’s standards are formally certifiable: recognition earned through independent validation, not self-declaration.
- 03AI-powered assessments
The Experience Excellence Index uses AI to diagnose maturity, generate insight reports and produce prioritised improvement roadmaps at speed and scale.
- 04Data-driven awards
No submissions, no judging panels. ICXI awards are earned through measured performance, not marketing spend.
The Framework Is Universal. The Delivery Is Local.
ICXI delivers through a worldwide network of accredited partners (training providers, consultancies, assessment bodies and industry organisations) operating across many countries and languages.
Our Largest and Fastest-Growing Region
Deep partnerships across the UAE, Saudi Arabia, Qatar, Bahrain, Kuwait and Oman.
Anchored by Our UK Headquarters
Growing presence across Western Europe, North Africa and Sub-Saharan Africa.
Expanding Through Partners
In Hong Kong, Singapore, Brazil and beyond.
Whether an organisation is in Dubai, London or São Paulo, ICXI standards and assessments are delivered to the same global benchmark.
To professionalise customer, employee, patient and AI experience through evidence-based standards, validated assessment, world-class education and data-driven recognition: so that every organisation, in every sector, in every market, can measure where it stands and know what excellence looks like.
Experience excellence is not a project. It is not a department. It is a discipline, and ICXI exists to define, measure and advance that discipline worldwide.
Join the Global Experience Authority.
Become an ICXI partner and deliver internationally recognised standards, assessments and recognition in your market, or get in touch to find the right starting point for your organisation.