CXEMA · ASSESSMENT CERTIFICATION

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.

3

DAYS

12

CX PILLARS

120

INDEX QUESTIONS

48

QUESTION EXAM

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

D1

Scoping the Assessment Engagement

Discovery conversations, brief taking and stakeholder mapping. Every assessment begins with scoping, not with the questions.

D1

The EEI CX Index Assessment Framework

The 12 pillars, the QERE methodology, the 1 to 5 scoring scale and the discipline of evidence.

D1

Pillars 1 & 2: Leadership & Centricity

CX Leadership & Governance and Customer Centricity & Intent, with worked diagnostics on each pillar.

D1

Pillars 3 & 4: Insights & Experience Design

Customer Insights & Intelligence and Experience Design & Innovation, with worked diagnostics and calibration discussion.

D2

Running the EEI CX Index Assessment

Evidence gathering, scoring calibration, gap analysis and challenge questioning. Score what is evidenced, never what is intended.

D2

Pillars 5 & 6: Journey & Omni-Channel

Journey Management & Performance and Omni-Channel Experience & Delivery, with worked diagnostics and evidence discussion.

D2

Pillars 7 & 8: Value & Culture

CX Value, Economics & Impact and Culture & Employee Experience, with worked diagnostics and calibration moderation.

D2

Calibration Workshop: Pillars 1 to 8

Group calibration on a worked case, bias identification and consistency discipline.

Day 3 · Assessment Mastery

D3

Pillars 9 & 10: Operations & AI

Experience Operations & Excellence and AI, Automation & Personalisation, with worked diagnostics and evidence discussion.

D3

Pillars 11 & 12: Trust & Loyalty

Fairness, Transparency & Digital Trust and Loyalty, Advocacy & Long-Term Impact, with worked diagnostics and future-proofing themes.

D3

Reporting & Presenting Findings

Report writing, board presentation and a three-horizon roadmap: 90-day quick wins, 12-month strategic priorities and 3-year transformation.

D3

Certification 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.

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

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.

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.

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.

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.

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.

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).