Experience Excellence Index

Don’t Guess Your CX Maturity. Measure It.

The Experience Excellence Index is the world’s most rigorous organisational assessment for Customer Experience, Employee Experience and Patient Experience — built on international standards, powered by structured evidence, and the gateway to global recognition.

360

QUESTIONS

36

PILLARS

3

DISCIPLINES

40+

COUNTRIES

What is the EEI

The Definitive Measure of Experience Excellence

The Experience Excellence Index is a structured organisational maturity benchmark that replaces opinion with evidence, assumptions with data, and guesswork with a clear score out of 100.

Structured Assessment

120 diagnostic questions per discipline, each with defined evidence requirements and a 5-point maturity scoring model. No opinions. No assumptions.

Research-Led & Standards-Based

Built on global best practices researched, reviewed and codified into ICXI’s international standards — ICXS, IEHWS and IPEXS. Every question traces back to a defined standard requirement.

Evidence-Led Scoring

The QERE methodology ensures every score is justified by documented evidence, not self-assessment or survey sentiment. Validated by accredited assessors.

Awards Gateway

Your EEI score is your entry to the Global Experience Excellence Awards — the only awards programme where recognition is earned through measured performance.

Why It’s Different

This Is Not Another Survey

Most CX benchmarks rely on customer perception surveys, self-assessment, or consultant opinion. The EEI measures what your organisation actually does — the systems, governance, culture and capabilities that deliver experience excellence.

  • Not a customer satisfaction survey (NPS, CSAT)

  • Not a self-assessment questionnaire

  • Not based on consultant opinion or panel voting

  • Structured diagnostic of organisational capability

  • Evidence-validated by accredited assessors

  • Scored on a transparent 0–100 maturity index

  • Built on internationally published standards

120

Questions per discipline

12

Pillars per assessment

5

Point scoring model

4

Maturity levels

Assessment Methodology

The QERE Framework

Every question in every assessment follows the QERE structure — ensuring consistency, transparency and evidence integrity across all disciplines.

Q

Question

A precisely worded diagnostic question targeting a specific organisational capability, behaviour or system.

E

Explanation

Context and intent behind the question — what it measures, why it matters, and what good practice looks like.

R

Reasoning

The evidence-based rationale linking this capability to experience outcomes, performance and maturity.

E

Evidence

Defined evidence requirements the assessor validates — documents, data, processes and observable behaviours.

Maturity Model

Four Levels of Maturity

Every question is scored against a transparent 5-point scale that maps to four progressive maturity levels — from reactive awareness to proactive, systemic excellence.

01

Reactive

No formal structure. Responses are ad hoc, inconsistent and personality-dependent. Experience outcomes are unpredictable.

02

Aware

Recognition that experience matters. Early-stage processes emerging but inconsistently applied. Pockets of good practice exist.

03

Structured

Formal systems in place across the organisation. Consistent governance, measurement and accountability. Experience is managed strategically.

 

04

Proactive

Systemic, embedded and continuously improving. Experience excellence is part of organisational DNA. Innovation is evidence-led and predictive.

Why Get Assessed

What Your Organisation Gains

The EEI delivers a clear, actionable picture of where you are, where the gaps are, and what to prioritise — backed by evidence your board can trust.

Know Your True Maturity Score

A transparent 0–100 score across 12 pillars replaces guesswork with a clear, comparable benchmark of your experience capability.

Pinpoint Where to Invest

Pillar-by-pillar scoring reveals exactly which capabilities need investment — from leadership governance to AI deployment to loyalty economics.

Board-Ready Evidence

Every score is evidence-validated by an accredited assessor. This isn’t survey data — it’s structured proof your leadership team can act on.

Track Progress Year on Year

Repeat assessments create a longitudinal maturity trajectory — proving transformation impact, justifying investment and maintaining momentum.

Global Benchmarking

Compare your maturity against organisations worldwide across sectors, regions and disciplines. Know where you stand in the global landscape.

Qualify for Global Awards

Your EEI score is your automatic entry to the Global Experience Excellence Awards — Gold, Silver, Bronze or Foundation recognition.

Accelerate Transformation

The assessment report provides a prioritised improvement roadmap aligned to international standards — not a generic consultancy output.

Demonstrate Commitment

Whether to customers, employees, patients, regulators or investors — an EEI assessment demonstrates serious, measurable commitment to experience excellence.

Authority & Credibility

Who Says This Is Best Practice?

The EEI isn’t built on opinion. Every assessment is grounded in years of global research, reviewed best practices and internationally published standards developed by ICXI.

International Standards

The EEI is built on five ICXI international standards: ICXS (CX), IEHWS (EX), IDCXS (Digital CX), AICXS (AI in CX) and IPEXS (PX). Global best practices have been researched, reviewed and added to ICXI’s portfolio of knowledge to create the Experience Excellence Assessments — the most comprehensive experience maturity diagnostics available.

Accredited Assessors

Every EEI assessment is conducted by an ICXI-accredited assessor — professionals trained in the QERE methodology, evidence validation, and maturity scoring. Assessor judgement is calibrated for consistency worldwide.

Global Track Record

ICXI has certified over 10,000 professionals across 40+ countries since 2010. The EEI framework integrates governance, behavioural science, operational reliability and digital trust disciplines developed across this global footprint.

Ready to Measure Your Excellence?

Request your CX, EX or PX assessment today. An ICXI-accredited assessor will guide you through the process from registration to results.