DCXF2024 – Digital Channels Customer Experience Framework

Digital Channels Customer Experience Framework DCXF2024

DCXF2024 reflects the increased international growth in scale, reach and scope of digital transformation and services delivered through Digital Channels.

The primary aim of the DCXF2024 Framework is to motivate organisations to focus their attention on the Digital Customer Experience through the delivery of service excellence techniques.

The new DCXF2024 framework has taken into consideration the evolution of digital services offerings including online, mobile, mobile apps, cloud services, omni channels, AI, IOT and other digital delivery technologies.

It is designed to assist all organisations of all sizes in both the public and private sectors improve the delivery of their Digital channels customer experience and offers the opportunity of 3rd party Accreditation by The International Customer Experience Institute (ICXI).

This new framework contains, the proven core principles of Customer Experience and combines these with key Customer User Experience (UX) and digital experience considerations and measurables to create a flexible yet quantifiable framework for implementing all elements to facilitate delivery of Digital Service Excellence and a consistently positive customer and user experiences.

Potential Expected Benefits

The potential expected benefits to an organisation implementing the CXF2024 Framework are:

  • Improve customer and user experience, customer satisfaction, customer trust and customer happiness, additionally improve results of customer feedback
  • Stimulate customer and user experience with Physical service excellence improvements across all Physical services within the scope of the implementation
  • Provide organisations with a platform for consistently delivering the highest levels of Physical customer service excellence experience
  • Improve End-to-End Physical service reliability, security, robustness, and user experience
  • Improve employee engagement, focus and understanding the role employees play in delivering continuously improving a Physical customer and user experience
  • Improve employee happiness throughout the organisation
  • Implementing Voice of Customer (VOC) measurement across all aspects of the end- to-end customer / user journey to assist in identifying improvements across the organisation which in turn enhances the customer / user Physical experience
  • Improve the delivery of service excellence and user experience frameworks
  • 3rd party Accreditation and global recognition through ICXI if required, but not mandatory



Do the Policies enable and set out the parameters for the Products / Digital Services, Digital Channels, Processes and People and set the framework and priorities for the allocation of resources to deliver service excellence and excellent user experience?

Places – Digital Channels

Are the digital portals, mobile apps, online platforms etc. the ways by which the customer chooses to access the organisations services designed according to the quality, resilience and robustness needs and expectations of the customer?

Products / Services – Physical Services

Are the quality performance of products / services fit for purpose and consistent with prevailing Digital performance expectations or recognised norms?

Processes & Customer Journey Maps

How effective are the organisation’s processes in delivering the desired outcome to customers and users across all services? Is the customer experience end to end journey maps defined and measured?


Are the employees sufficiently skilled and motivated to ensure products and services deliver to customer and user needs? Does the organisation take employee needs and happiness into consideration when analysing and developing the customers journey? Does the whole organisation function as one team?

Measurement of Performance

Definition and implementation of performance measurement across all the digital services will identify the strengths and weakness before they become major issues and provide foundations for customer experience service excellence and employee happiness.

Performance Results

How the research and other related performance measures conducted identifies the levels of happiness and satisfaction of customers / users and employees.

DCXF Implementation Process

  1. Purchase PDF copy of DCXF2024
  2. Appointing a Board Sponsor
  3. Board Agreement to Proceed
  4. Preparing the Strategic Intent
  5. Training an internal Specialist
  1. DCXF2024 Online Assessment
  2. Identification of Performance gaps
  3. Initial Pathfinder VOC survey
  4. Preparation of Report to the Board
  1. Action Plan to address Gaps
  2. Allocation of resources
  3. Creation of work team
  4. Target timescales and milestones
  5. Communication to all employees
  1. Develop and test change programme
  2. Implement Changes
  3. Progress Reports to Board
  4. Publish to employees as necessary
  1. DCXF2024 Online Re-assessment
  2. Follow up Pathfinder VOC survey
  3. Close any identified gaps
  4. Request ICXI independent assessment
  1. DCXF Online Assessment
  2. Results Reported
  3. Performance Level established
  1. Performance Improvements Planned
  2. Issue of Accreditation Certificate
  3. Benchmarking with others
  1. Implement Improvement Plan
  2. Employee Training
  3. Continuous 5Ps Monitoring
  4. Online Assessments and Benchmarking

Launch Offer

Assess your organisation to our NEW EMPLOYEE HAPPINESS STANDARD

Online Assessment – Scoring model for DCXF2024


Available Points

Places – Physical Channels
Products / Services – Physical Services
Processes & Customer Journey Maps
Measurement of Performance
Performance Measurement Results



Performance Levels for Accreditation


Level of Excellence

Achieved 90%+ of Requirements

Transformational Leading Organisation

Achieved 75% to 89.9% of Requirements

Practice Expert Organisation

Achieved 55% – 74.9% of Requirements

Pioneering Professional Organisation

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6D – Performance Improvement Model

Using the 6D Performance Improvement model for CX Implementation

The 6D Model is designed to be used by any organisation striving for effective and efficient management of their customer experiences. Effective customer engagement results from gaining a clear understanding about what is important to customers, and the well-defined internal alignment of the organisation’s capabilities to deliver consistently high standards of performance.

The Model places customers at the core of organisations’ business operations. It is a diagnostic, development, planning, implementation, and assessment tool designed to facilitate continuous performance development.

The 6D Performance Improvement model, represented as an infinity visual, is a step-by-step non-restrictive approach that seeks to assist organisations to develop a continuing improvement process within each of the 5P’sModel criteria of the DCXF2024 Framework.

Organisations should use this 6D PIM as a guide to interrogate and analyse wherein these areas there is scope for improvement. The model is composed of six dimensions that are closely integrated and linked, 3 of these are categorised under ‘Importance’ and 3 are under ‘Performance’.

The Six Dimensions of Implementation Model

The model, represented as an infinity visual, is a step-by-step non-restrictive framework that seeks to assist organisations to develop a continuing improvement process within each of the five dimensions of the ICXI 5P’s Customer Experience Management Model.

Organisations can use it as a guide to interrogate and analyse wherein these areas there is scope for improvement. The model is composed of six dimensions that are closely integrated and linked, three of these are categorised under ‘Importance’ and three are under ‘Performance’.

The 6D Model

  • Provides a step-by-step guide for implementing a CXM approach that manages and exceeds customers’ expectations;
  • Assess an organisation’s position along the path of customer engagement and holistic customer experience management;
  • Integrate marketing, communications, quality, and voice of customer initiatives;
  • Strengthen brand preference by providing a framework for building brand differentiation;
  • Create and design customer experiences and interactions that fulfill their needs and exceeds their expectations;
  • Improve customer loyalty (and create advocacy) through professionally managed customer channels and interactions;
  • Align processes and adopt customer experience management technology;
  • Provide a clear, systematic way of managing both internal and external stakeholders to implement improvement programmes;
  • Guide the development of holistic voice of customers programmes that derive customer insights;
  • Create the basis of multichannel orchestration and seamless cross channel experience.

The 6 Dimensions

The ‘Importance’ dimensions cover how an organisation understands its customer and market needs and expectations to align and develop the organisation to fulfil them. The ‘Performance’ dimensions are how the organisation delivers the developed experiences and continuously analyses voice of customer feedback to innovate and improve experiences.

The infinity starts at the “Define” dimension and is a continuous dynamic loop of analysis development delivery and measurement.

The dimensions of the Model answer the fundamental questions surrounding customer experience management.


What do customers expect?


What experiences can be delivered?


How will it be achieved?


How will it be implemented?


Has it worked?


What innovations are required?

Each of the elements of the six dimensions has a definition to explain its objective (objective statement); the definition is then followed by a detailed explanation that describes the expected activities that lead to its achievement (maturity indicators).

The simple aim of the model is to help organisations to better understand what is important to their existing or target customers and to measure their performance in those key areas. The performance gaps providing the content for a performance improvement programme that becomes an ongoing contributor to the development and maintenance of competitive advantage and customer loyalty.

Launch Offer

Assess your organisation to our NEW EMPLOYEE HAPPINESS STANDARD

6D Model – Maturity Scale

The maturity scale concept is an implementation target and assessment methodology that allows organisations to determine their present status versus their targeted maturity objective and plan the work towards its achievement.

This 6D Model maturity is based on a maturity categorisation aligned with other global maturity scales and models.

Organisations can conduct a detailed comprehensive review and assessment to analyse the present maturity status within each of the dimensions and elements within it.

To best utilise the Maturity scale concepts organisations should:

  • Assess their current maturity level according to the 6D Model Maturity indicators;
  • Determine the maturity level that the organisation is aiming to achieve;
  • Plan and develop a customer experience management implementation utilising the TICXI Model;
  • Follow the framework and dimensions to deliver the required customer experience results;
  • Assess and refine the deployment approaches based on the ongoing monitoring of stakeholders’ feedback and voice of customer insights.

Assessment using the Maturity Scale

The ICXI 6D Model maturity scale is an assessment approach that organisations striving towards customer engagement use to determine their maturity level of their customer experience strategy.

The assessment scoring can also be used by organisations conducting self-assessment and seeking benchmarking with others.

All of the elements within each of the dimensions have its own score. By reviewing the individual level of each element, the organisation can identify areas of strength and weakness and develop an improvement plan to prioritise actions designed to reinforce areas of strength and address areas of weakness.

The underlying scoring system of the maturity scale is based on the six dimensions of the Model weighted according to the relative importance of its components.
There are 1,000 points distributed among the 6 dimensions of the Model.
40% of the assessment scoring is based on the Importance dimensions and 60% are allocated to the Performance dimensions.

Each dimension is assessed according to the Model maturity scale and a defined maturity level.

The individual maturity of an element is based on two factors:

  • Maturity Indicators Scoring 70% of the overall elements’ maturity level. Assessors will use the maturity indicators defined for each of the elements to assess the maturity level of the elements.
  • Achievement of Statement of Objective 30% of the overall elements’ maturity level. Each of the elements is described by a statement of definition. This includes the overall objective of the element in relation to the overall customer experience management strategy.

    Assessor will determine the extent to which organisations have achieved this statement of objective on three levels of achievement. (Fully Achieved, Partially Achieved, Not Yet Achieved) and apply the score accordingly

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