ICXN2024 – Customer Experience Navigator

Designed Specifically For Small And Medium Sized Entreprises Around The World

ICXN2024 is based upon the main principles involved in improving customer and user experience through service excellence foundations and provides a clear framework for step-by-step improvements by identifying the key criteria which need to be fulfilled for the organisation to achieve its service quality objectives.

Service excellence is a key foundation aim critical to an organisation’s ability to deliver customer experience success through the enhanced performance of the organisation.

  • The work cycle of a customer-focused organisation should always start with analysing the business environment, market expectations and identifying the relative Importance of needs and expectation of their current and prospective customers through Voice of Customers (VOC) analysis and customer / user experience measurement against which the organisation’s Performance can be assessed.
  • Understanding the Customer Journey in a customer focused organisation is essential, analysing the recovery and reliability points, the needs of the customer, customer data and the service as a whole;
  • The findings will shape the path for developing the organisation’s objectives and strategies required to satisfy customer needs and at a minimum to meet, and at best exceed them;
  • Once the objectives and strategies are in place, key customer experience related processes, customer services journey maps can be developed to ensure that the organisation builds an operational delivery service mechanism that will deliver Performance to a level that responds to the factors that customers perceive as Important;
  • Employees should receive clear, structured communication regarding the impact their role has on service excellence and customer / user experience, and through education, skill development and engagement understand their specific responsibilities. Additionally, employee development and motivation, are needed to ensure the organisation has the skilled resource required to deliver excellent customer service and a consistent customer experience.
  • Technology advances in communications, social media, mobile, mobile apps, third party services and the cloud services mean that the management of organisational processes, take on a much higher level of importance and need to have the capability of omni-channel delivery and real-time data sharing and recovery;
  • Regular examination and review of the delivery of third-party products, applications, and services, is crucial to ensure they meet with the service expectations and organisational needs;
  • Assessment of performance of the overall service, customer, and user experience through measurement will enable the organisation to correctly identify changes necessary to improve existing service providers or to identify and select alternative third-party applications and services.

The factors directly influencing the customer’s experience are the “5P” pillars of the ICXI Service Excellence Model. The model has been reviewed, developed, and adapted throughout the past 40+ years to ensure its effectiveness and relevance and key to success in delivering excellent customer experiences. The 5P’s emphasises the importance of the 5 key elements of service excellence which need to be managed and delivered concurrently across all service Measurement of these element forms the essential performance monitoring foundation of the ICXN2024 Navigator.

  • Policies
  • Places – Premises / Physical Delivery Channels
  • Products / Services
  • Processes & Customer Journey Maps
  • People – Employees and related stakeholders
  • Measurement of Customer Experience Performance
  • Management of Performance Measurement Results
5ps model


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

Places – Premises / Physical Delivery Channels

Are the Delivery Channels, 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

Are the quality performance of products / services fit for purpose and consistent with prevailing 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?

People – Employees and related stakeholders

Are the employees sufficiently skilled and motivated to ensure products and services deliver to customer and user needs? Does the whole organisation operate as one cohesive team in service delivery? 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 Customer Experience Performance

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

Management of Performance Measurement Results

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

ICXN2024 Navigator Implementaion Journey

This is the typical CX Navigator “process journey”.

Customer Experience Service Excellence through the JOURNEY implementation of the ICXN2024 NAVIGATOR. The actual implementation route taken will vary from organisation to organisation according to their status and methods of customer experience and service excellence.

  1. Purchase PDF copy of CXN2024
  2. Understand the Requirements
  3. Appointing Internal CX Delegate
  1. CXN2024 Online Assessment
  2. Identification of Performance gaps
  3. Understand the Gaps
  1. Develop Action Plan to Address Gaps
  2. Target Timescales and Milestones
  3. Communication to all Employees
  1. Implement Improvements
  2. Progress Reports to Management
  3. Publish to Employees as Necessary
  1. CXN2024 Online Assessment
  2. Close any Identified Gaps
  3. Prepare for ICXI Endorsement Assessment
  1. CXN2024 Online Self-Assessment
  2. Results Submitted to ICXI for Verification Endorsement
  3. Performance Level Established
  4. ICXI Certificate Issued
  1. Implement Improvement Plan
  2. Annual Online Assessments and Benchmarking
  3. Endorsement Re-Assessment
icxn2024 journey
Assessment, Implement, Endorsement graphic

ICXN2024 Scoring System


Available Points

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



% of Points Awarded



Zero evidence of the requirements being achieved.


Evidence of achieving few of the requirements detailed by the Navigator, obtained through documentation or as specified in the criteria.


Evidence of achieving some of the requirements detailed by the Navigator, communicated to employees and other relevant interested parties or as specified in the criteria.


Evidence of achieving majority of the requirements detailed by the Navigator, and of implementation of the requirements or as specified in the criteria.


Evidence of achieving all the requirements detailed by the Navigator, and of employees adopting the requirements or as specified in the criteria.

Endorsement and Recognition can only be provided by ICXI, through the use and scoring using the ICXI Online Assessment Portal.

Formal Endorsement and Recognition of Customer Experience Service Excellence:

There are 4 (four) levels which can be achieved dependent upon the organisation’s performance against the criteria of this CX Navigator:
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Level No.

Excellence Level

Performance %



Up to 50%



50.1% – 70%



70.1% – 90%



90.1% +