Experience Maturity, Scored on Evidence.
The world’s most rigorous organisational assessment for customer, digital customer, employee and patient experience: built on international standards, powered by structured evidence, and the gateway to global recognition.
Four Disciplines. Four Levels of Insight.
Select your experience domain, then the assessment level that fits your organisation’s needs. Speak to ICXI or your local delivery partner to find out more.
Customer Experience Assessment
Experience Excellence Index
The independent global benchmark for customer experience maturity. Twelve pillars of CX excellence, 120 evidence-based judgements and a clear route to certification and the Experience Excellence Awards.
Digital Channels CX Assessment
Experience Excellence Index
The independent global benchmark for digital customer experience maturity: twelve pillars, 120 evidence-based judgements.
Employee Experience Assessment
Experience Excellence Index
The independent global benchmark for employee experience maturity: twelve strands of EX excellence, scored on evidence.
Patient Experience Assessment
Experience Excellence Index
The independent global benchmark for patient experience maturity: twelve pillars of PX excellence, scored on evidence.
- Structured assessment
- Executive report
- Structured assessment
- Executive report
- AI insights & improvement roadmap
- Structured assessment
- Executive report
- AI insights & improvement roadmap
- Individual question AI insights
- Structured assessment
- Executive report
- AI insights & improvement roadmap
- Individual question AI insights
- EEI annual Awards entry
| Assessment levels | LEVEL 1Essential | LEVEL 2Insights | LEVEL 3Advanced | LEVEL 4Awards |
|---|---|---|---|---|
| Structured assessment | Included | Included | Included | Included |
| Executive report | Included | Included | Included | Included |
| AI insights & improvement roadmap | Not included | Included | Included | Included |
| Individual question AI insights | Not included | Not included | Included | Included |
| EEI annual Awards entry | Not included | Not included | Not included | Included |
Not Another Survey. A Measure of What You Actually Do.
Most benchmarks rely on perception surveys, self-assessment or consultant opinion. The EEI measures the systems, governance, culture and capabilities that deliver experience excellence, and replaces guesswork with a clear score out of 100.
What the EEI Is Not
- A customer satisfaction survey (NPS, CSAT)
- A self-assessment questionnaire
- Based on consultant opinion or panel voting
- Sentiment dressed up as measurement
What the EEI Is
- A structured diagnostic of organisational capability
- Evidence-validated by accredited assessors
- Scored on a transparent 0-100 maturity index
- Founded on our published standards
Every Question, Four Parts.
120 diagnostic questions per discipline, each with defined evidence requirements and a five-point maturity scoring model. Every question follows the QERE structure, so every score is justified by documented evidence, not self-assessment or survey sentiment, and validated by accredited assessors.
A precisely worded diagnostic question targeting a specific organisational capability, behaviour or system.
The context and intent: what it measures, why it matters, and what good practice looks like.
The evidence-based rationale linking this capability to experience outcomes, performance and maturity.
Defined evidence the assessor validates: documents, data, processes and observable behaviours.
Five Levels. One Transparent Scale.
Every question is scored against a transparent five-point scale that maps to five progressive maturity levels, from emerging foundations to exemplary, systemic excellence.
Early stage of the experience excellence journey. Foundational structures, governance and consistency are not yet embedded, presenting significant opportunity to improve.
Experience practices are emerging and partially implemented. Intent and activity are evident, but consistency, measurement and integration remain variable.
Structured, proactive practices across the organisation, with clear leadership intent, growing capability and measurable progress.
Experience excellence is well embedded, with strong governance and consistency, and evidence of positive impact on customers, employees and outcomes.
Best practice in experience excellence: leadership, innovation and sustained impact that make the organisation a role model within its sector or region.
Where You Are, Where the Gaps Are, What to Prioritise.
A clear, actionable picture backed by evidence your board can trust.
- 01Know your true score, and where to invest
A transparent 0-100 score across 12 pillars replaces guesswork with a clear, comparable benchmark. Pillar-by-pillar scoring reveals exactly which capabilities need investment, from governance to AI to loyalty economics.
- 02Board-ready evidence of a serious commitment
Every score is evidence-validated by an accredited assessor: structured proof your leadership team can act on, and a measurable, serious commitment to excellence for customers, employees, patients, regulators and investors.
- 03Progress you can track and compare
Repeat assessments create a longitudinal maturity trajectory, proving impact and maintaining momentum. Compare your maturity against organisations worldwide across sectors, regions and disciplines.
- 04A roadmap, and a route to global awards
A prioritised improvement roadmap aligned to international standards, not a generic consultancy output. Your EEI score is your automatic entry to the Global Experience Excellence Awards.
Built on Our Standards. Shaped by Practice.
The Experience Excellence Assessments aren’t built on opinion. Our international standards are the foundation; global research, partner and customer feedback, and expert input built the assessments that sit above them.
Research-Led, Beyond the Standard
ICXI’s international standards (ICXS, IDCXS, IEHWS and IPEXS) are the foundation. The EEI sits a level above them: it measures not whether you meet a baseline, but how mature and excellent your experience capability truly is.
Accredited Assessors
Every assessment is conducted by an ICXI-accredited assessor: trained in the QERE methodology, evidence validation and maturity scoring, with judgement calibrated for consistency worldwide.
Our Experience & Community
The assessments are shaped by ICXI’s own experience and the collective insight of our advisors, subject-matter experts, customers and delivery partners worldwide: the living community that keeps every assessment current, credible and grounded in real practice.
Measure It Once. Then Prove the Progress.
Request your CX, DCX, EX or PX assessment. An ICXI-accredited assessor will guide you from registration to results, and your score becomes your entry to global recognition.