CX Data Analytics & Insights Leadership
3-day programme for CX leaders who need to commission, interpret and act on CX data with confidence, from metrics and measurement through analytics to business cases and governance.
Data literacy for CX leaders
CXDAIL is a 3-day professional leadership programme that closes the gap between data collection and CX impact. It is built for CX leaders, not data scientists: delegates learn to ask the right questions, commission the right work, interpret what comes back and act with confidence, without writing SQL. Across twelve sections, four per day, the programme moves from the foundations of CX data and insight, through journey, VoC and predictive analytics and dashboard design, to business cases, AI, culture and governance. Every section is anchored in a framework, including the four CX data categories, the Metrics Pyramid and the ICXI five-step Measurement Blueprint. Delegates leave with a defensible CX measurement and analytics playbook they can apply straight away.
3 days
09:00 to 15:00 daily
In-person or virtual
Or hybrid, typically 8 to 20 delegates
48-question exam
Multiple choice, closed book, 60 minutes, 70% pass mark
ICXI credential
The ICXI-certified CXDAIL credential and digital badge
The three-day agenda
Day 1 builds the data literacy foundation, Day 2 applies journey, VoC, predictive and dashboard analytics, and Day 3 turns insight into business cases, AI use, culture and governance, closing with the examination.
Day 1 · Foundations of CX Data and Insight
- D1The CX Data Landscape
The CX data maturity gap and the four data categories, Operational, Experience, Behavioural and Financial, joined into one customer story.
- D1CX Metrics That Matter
Moving beyond NPS to a balanced portfolio of CES, CSAT, FCR, CLV and emotion metrics, organised through the Metrics Pyramid.
- D1CX Measurement Frameworks
The ICXI five-step Measurement Blueprint, plus the common failures to avoid, from vanity metrics and survey fatigue to dashboard graveyards.
- D1Data Sources & Integration
Mapping the data ecosystem, building a Single Customer View, choosing between CDP, warehouse and lake, and applying the good enough principle.
Day 2 · Analytics in Action
- D2Customer Journey Analytics
Adding quantitative rigour to journey maps through funnel, path, cohort and attribution analysis, real-time monitoring and journey cost mapping.
- D2VoC Analytics
Text analytics and NLP, driver analysis, importance-performance mapping and closing the loop at frontline, process and strategic levels.
- D2Predictive Analytics for CX
Churn, next-best-action, propensity, effort and demand models seen from the leader’s view, with intervention playbooks and fairness testing.
- D2CX Dashboard Design
Dashboards that drive decisions: the 5-second rule, layered audiences, the right chart for each question and five practical dashboard examples.
Day 3 · From Insight to Impact
- D3Data to Business Cases
The CX Business Case Framework across revenue, cost and risk, the CX profit and loss statement, sensitivity analysis and data storytelling.
- D3AI & GenAI in CX Analytics
Practical AI and GenAI applications for CX insight, the governance principles to deploy them responsibly, and the 90/10 ROI problem.
- D3Data-Driven CX Culture
Tackling the HiPPO problem through data democratisation, tiered analytics training, embedded data champions and communities of practice.
- D3Analytics Governance & Ethics
Data ownership, decision rights and shared definitions, review cadence, ethical CX analytics, the creepy line and regulatory awareness.
- D3Course Examination
A 48-question multiple-choice examination, four questions per section, 60 minutes and closed book, with results within 5 working days.
Who it is for, and what you gain
Who should attend
- Heads of Customer Experience, CX Directors and CX programme leaders
- VoC leaders, insight managers and CX analytics leads
- Operations leaders accountable for FCR, journey performance and complaint handling
- Digital, marketing and product leaders, and strategy leaders building CX cases for the executive committee or board
- Consulting and partner-firm staff advising clients on CX measurement and analytics
What you will leave with
- A working command of the four CX data categories and how to join them into one customer story
- A balanced CX metrics portfolio and the Metrics Pyramid linking strategic, tactical and operational measures
- The ICXI five-step Measurement Blueprint, from outcomes and journeys to baselines and feedback loops
- A practical approach to data integration and the Single Customer View, including the good enough principle
- Journey, VoC and predictive analytics techniques you can commission and interpret without writing code
- Dashboard design discipline: the 5-second rule, layered audiences and the right chart for the question
- A board-ready CX business case framework, an AI and GenAI playbook, and an analytics governance plan
- The ICXI-certified CXDAIL credential and digital badge
How it fits the Academy pathway
No technical or data-science background is needed. Delegates should bring CX leadership or programme experience, and the CX Foundation Course or CX Professional Diploma is recommended beforehand. CXDAIL is one of the ICXI Academy’s 3-day leadership programmes, alongside Digital CX Transformation and Employee Experience for CX Leaders. Senior leaders and board members can also take the 1-day CX Executive Masterclass, and senior practitioners entering the assessor track can continue to ICXI Accredited Assessor Training (AAT).
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Book a place on CX Data Analytics & Insights Leadership
Join a public cohort or arrange an in-house cohort for your CX leadership team. The ICXI team will come back to you with dates and details.
Frequently asked questions
Who is CX Data Analytics & Insights Leadership for?
It is for leaders who make CX investment, prioritisation and operating decisions: Heads of CX and CX Directors, VoC and insight leaders, operations leaders, digital, marketing and product leaders, strategy and transformation leaders, and consultants advising on CX measurement. It is pitched at commissioning and decision level, so no data-science background is needed.
How long is the course and how is it delivered?
CXDAIL runs over 3 days, from 09:00 to 15:00 each day, with twelve sections in total and four per day. It can be delivered in-person, virtually or as a hybrid, typically for groups of 8 to 20 delegates, as a public cohort or in-house for a CX leadership team.
How is the course assessed?
The course closes on the afternoon of Day 3 with a 48-question multiple-choice examination, four questions per section, completed individually in 60 minutes, closed book. The pass mark is 70%, or 34 of 48 correct. Results arrive within 5 working days, and one resit is available at no additional cost, with tutor support between attempts.
Do I need technical or data-science skills?
No. The programme is calibrated to commissioning and decision level, not implementation. Delegates learn to ask the right questions, commission the right work and interpret what comes back, rather than write SQL or build models. The examination tests the ability to commission, interpret and act, not to code.
What frameworks will I take away?
Each of the twelve sections is anchored in a tool. They include the four CX data categories, the Metrics Pyramid, the ICXI five-step Measurement Blueprint, the Single Customer View, importance-performance mapping, the 5-second dashboard rule, the CX Business Case Framework, the CX profit and loss statement, and an analytics governance framework covering decision rights and definitions.
How does it fit ICXI's other courses?
CXDAIL sits in the ICXI Academy pathway for CX leaders making investment, prioritisation and operating decisions. The CX Foundation Course or CX Professional Diploma is recommended first. It sits alongside other 3-day programmes such as Digital CX Transformation and Employee Experience for CX Leaders, and senior practitioners can move on to ICXI Accredited Assessor Training.