CX Excellence Maturity Assessment
3-day certification programme that develops expert assessment, diagnostic and reporting capability for customer experience, using the EEI CX Index as a structured assessment instrument.
Evidence over opinion
The CX Excellence Maturity Assessment (CXEMA) is a 3-day ICXI certification that develops expert assessment and diagnostic capability for customer experience. Most CX programmes teach what good looks like; CXEMA teaches how to assess, evidence and score it, using the EEI CX Index: the same 12 CX Pillars used across the ICXI Academy, with 10 questions per pillar built on the QERE methodology (Question, Explanation, Reasoning, Evidence), 120 questions in all, each scored on a 1 to 5 maturity scale.
3 days
12 pillars, 120 questions
In-person or virtual
Or hybrid, typically 8 to 18 delegates
48-question exam
60 minutes, closed book, 70% to pass
ICXI Certification
CX Excellence Maturity Assessment
The three-day agenda
Assessment foundations and Pillars 1 to 4, assessment in practice and Pillars 5 to 8, then assessment mastery, Pillars 9 to 12, reporting and the certification examination.
Days 1–2 · Foundations & Assessment in Practice
- D1Scoping the Assessment Engagement
Discovery conversations, brief taking and stakeholder mapping. Every assessment begins with scoping, not with the questions.
- D1The EEI CX Index Assessment Framework
The 12 pillars, the QERE methodology, the 1 to 5 scoring scale and the discipline of evidence.
- D1Pillars 1 & 2: Leadership & Centricity
CX Leadership & Governance and Customer Centricity & Intent, with worked diagnostics on each pillar.
- D1Pillars 3 & 4: Insights & Experience Design
Customer Insights & Intelligence and Experience Design & Innovation, with worked diagnostics and calibration discussion.
- D2Running the EEI CX Index Assessment
Evidence gathering, scoring calibration, gap analysis and challenge questioning. Score what is evidenced, never what is intended.
- D2Pillars 5 & 6: Journey & Omni-Channel
Journey Management & Performance and Omni-Channel Experience & Delivery, with worked diagnostics and evidence discussion.
- D2Pillars 7 & 8: Value & Culture
CX Value, Economics & Impact and Culture & Employee Experience, with worked diagnostics and calibration moderation.
- D2Calibration Workshop: Pillars 1 to 8
Group calibration on a worked case, bias identification and consistency discipline.
Day 3 · Assessment Mastery
- D3Pillars 9 & 10: Operations & AI
Experience Operations & Excellence and AI, Automation & Personalisation, with worked diagnostics and evidence discussion.
- D3Pillars 11 & 12: Trust & Loyalty
Fairness, Transparency & Digital Trust and Loyalty, Advocacy & Long-Term Impact, with worked diagnostics and future-proofing themes.
- D3Reporting & Presenting Findings
Report writing, board presentation and a three-horizon roadmap: 90-day quick wins, 12-month strategic priorities and 3-year transformation.
- D3Certification Examination
48 multiple-choice questions across all 12 pillars, 60 minutes, closed book, 70% to pass (34 of 48).
Who it is for, and what you gain
Who should attend
- Senior CX practitioners, CX consultants and CX programme leads
- Heads of CX, CX Directors and Chief Customer Officers commissioning maturity assessments
- Internal CX assessors at organisations seeking ICXI certification
- Consultants and partner-firm staff licensed to deliver ICXI CX assessments
- CX Diploma graduates and CX Consulting Professionals progressing into the assessor track
What you will leave with
- Mastery of the EEI CX Index: 12 pillars, 120 evidence-based questions and the QERE methodology
- Working command of the 5-level maturity scale, from Starter to Excellence, and how to evidence each level
- Practical capability scoping an assessment engagement: discovery, brief taking and stakeholder mapping
- End-to-end ability to run an assessment: evidence gathering, scoring calibration, gap analysis and challenge questioning
- Consulting-grade reporting: written findings, board-level presentation and roadmap building
- A defensible scoring rationale for every pillar assessed
- The ICXI CX Excellence Maturity Assessment Certification
How it fits the Academy pathway
CX Excellence Maturity Assessment is the assessment certification of the ICXI Academy. Senior CX practitioner or consulting experience is expected, and the CX Foundation Course, the CX Professional Diploma or CX Consulting Professional is recommended before you join. It sits alongside the Certified VoC Practitioner and ICXI Accredited Assessor Training, and related three-day programmes are the Government CX Maturity Assessment (GCXMA) for public-sector organisations and the EX Excellence Maturity Assessment (EXMA) for employee experience. Certified assessors join an active ICXI CX assessor community for ongoing CPD and peer support. If you want ICXI to assess your organisation rather than train your own assessors, see the Customer Experience Assessment.
Related courses.
Academy · 5 days
CX Consulting Professional
The ICXI certification for consultants who design, lead and deliver CX engagements: the 12 CX Pillars, the CX Excellence Index and the 5D Consulting Framework.
Academy · 5 days
CX Consulting Professional: Public Sector
The public-sector edition of CXCP, reframed for citizen experience, public value and democratic accountability.
Academy · 3 days
EX Excellence Maturity Assessment
Expert assessment and diagnostic capability for employee experience, using the EEI EX Index: 12 strands, 120 QERE questions and a 1-5 maturity scale.
Book a place on CX Excellence Maturity Assessment
Book a seat on a public cohort, arrange an in-house CXEMA cohort for your consulting practice, or ask about the partner-licensed CXEMA delivery pathway.
Frequently asked questions
Who is CX Excellence Maturity Assessment for?
Senior practitioners and consultants who assess customer experience maturity: senior CX practitioners, CX consultants and programme leads; Heads of CX, CX Directors and Chief Customer Officers commissioning maturity assessments; internal CX assessors at organisations seeking ICXI certification; consultants and partner-firm staff licensed to deliver ICXI CX assessments; and CX Diploma graduates and CX Consulting Professionals moving into the assessor track.
How long is the course and how is it delivered?
The course is three days, delivered in-person, virtually or hybrid to groups of typically 8 to 18 delegates. Day 1 covers assessment foundations and Pillars 1 to 4, Day 2 covers assessment in practice and Pillars 5 to 8, and Day 3 covers Pillars 9 to 12, reporting and the certification examination.
How is the course assessed?
By a written examination on the afternoon of Day 3: 48 multiple-choice questions, four for each of the 12 pillars, in 60 minutes, closed book. The pass mark is 70% (34 of 48), and successful candidates earn the ICXI CX Excellence Maturity Assessment Certification.
What will I be able to do afterwards?
Scope a CX assessment engagement, run an EEI CX Index assessment end to end, score each pillar on the 1 to 5 maturity scale with a defensible written rationale, and present findings to a board with a three-horizon transformation roadmap.
What makes CX Excellence Maturity Assessment different?
Most CX programmes teach what good looks like; CXEMA teaches how to assess, evidence and score it. It uses the EEI CX Index as a structured instrument, with 120 evidence-based questions built on the QERE methodology (Question, Explanation, Reasoning, Evidence), and small senior cohorts calibrate their scores together on every pillar.
How does it fit ICXI's other courses?
It is the assessment certification of the ICXI Academy. The CX Foundation Course, CX Professional Diploma or CX Consulting Professional is recommended first, and related three-day programmes are the Government CX Maturity Assessment (GCXMA) and the EX Excellence Maturity Assessment (EXMA).