CX Foundation Course
2-day evidence-led introduction to all 12 pillars of customer experience excellence. Your CX journey starts here.
The evidence-led starting point for CX
The ICXI CX Foundation Course gives you a complete, practical command of the ICXI 12 CX Pillars Framework, the same architecture that underpins the ICXI Experience Excellence Index. Over two days it moves from what customer experience really means, through all twelve pillars, to the QERE methodology and the evidence base you need to make the case for CX in your own organisation. It is the recommended starting point for anyone responsible for CX outcomes who wants a defensible, framework-based command of the discipline.
2 days
09:00 to 15:00 daily
In-person, virtual or hybrid
Typically 8 to 30 delegates
24-question assessment
45 minutes, 70% to pass
Foundation Certificate
ICXI-certified, no prerequisites
The two-day agenda
Every pillar is taught against its evidence indicators, what an external assessor would expect to see, so you build pattern recognition as you go.
Day 1 · Understanding CX Excellence
- D1What is Customer Experience?
Beyond service and satisfaction, the complete picture, and why evidence matters.
- D1The CX Challenge
Why most organisations struggle: perception versus evidence, fragmentation, complaint-led improvement.
- D1Pillars 1 to 6
Leadership & Governance, Centricity & Intent, Insights & Intelligence, Design & Innovation, Journey Management, Omni-Channel Delivery, each taught against its evidence indicators.
- D1CX Maturity Self-Assessment
Where does your organisation sit today? A first honest read using the ICXI model.
Day 2 · Applying CX Excellence
- D2Pillars 7 to 12
Value & Economics, Culture & Employee Experience, Operations & Excellence, AI & Personalisation, Fairness & Digital Trust, Loyalty & Advocacy.
- D2The QERE Methodology
Question, Explanation, Reasoning, Evidence, turning CX questions into proof.
- D2The Experience Excellence Index (EEI)
What an ICXI assessment delivers and how to use it in your organisation.
- D2Building Your CX Evidence Base
Quantitative, experiential and financial evidence, and presenting CX to leadership.
- D2Foundation Assessment
24 scenario-based MCQs, 45 minutes, and your pathway to the Diploma.
Who it is for, and what you gain
Who should attend
- CX practitioners, analysts and programme managers
- Customer service, contact-centre and operations managers
- Marketing, product, digital and e-commerce leads with CX accountability
- HR, learning and organisational-development professionals
- Quality, compliance, risk and audit professionals
- Anyone preparing for the 5-day CX Professional Diploma
What you will leave with
- A complete working knowledge of all 12 ICXI CX Pillars
- The QERE methodology and the discipline of evidence-based CX
- A clear understanding of the Experience Excellence Index
- A starter CX evidence base across quantitative, experiential and financial proof
- A board-ready way of presenting CX in commercial language
- The ICXI CX Foundation Certificate and a clear path to the Diploma
How it fits the Academy pathway
The Foundation Course is the entry point of the ICXI Academy. From here, the CX Professional Diploma (5 days) builds full practitioner depth for mid-to-senior leaders, the CX Executive Masterclass (1 day) gives senior leaders strategic awareness, and the Accredited Assessor pathway qualifies graduates to assess organisations against ICXI’s standards. Foundation graduates carry a significant advantage into the Diploma.
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Book a place on the CX Foundation Course
Reserve a seat on a public cohort, arrange an in-house course for your team, or ask about virtual delivery. The ICXI team will come back to you with dates and details.
Frequently asked questions
Who is the CX Foundation Course for?
The Foundation Course is for any professional who carries CX responsibility, formally or in practice, and wants a complete, evidence-led picture of what good looks like. That includes CX practitioners and programme managers, customer service and operations managers, marketing and digital leads, HR and organisational-development professionals, and quality, compliance and audit teams. It is also the recommended starting point for anyone preparing to enrol on the 5-day CX Professional Diploma.
How long is the course and how is it delivered?
The Foundation Course is two days, running 09:00 to 15:00 each day. It is delivered in-person, virtually, or as a hybrid, for a typical group of 8 to 30 delegates. There are no prerequisites, it is designed for delegates with no prior CX framework training.
How is the course assessed?
Assessment is a 24-question, scenario-based multiple-choice paper: two questions per pillar, sat individually and closed-book in 45 minutes, with a pass mark of 70 per cent (17 of 24). Each scenario presents a realistic workplace situation, and the correct answer is the response most aligned with the ICXI framework. Passing delegates receive the ICXI CX Foundation Certificate.
What will I be able to do afterwards?
You will leave with a complete working knowledge of all 12 ICXI CX Pillars, command of the QERE methodology, a clear understanding of the Experience Excellence Index, and a starter CX evidence base for your own organisation across quantitative, experiential and financial proof points, plus a board-ready way of presenting CX in commercial language.
What makes the Foundation Course different?
It is built on a live global index: the 12 pillars are the same framework used in real ICXI EEI assessments. It is comprehensive rather than selective, most CX programmes cover two or three dimensions, this one covers all twelve, and it is evidence-led rather than opinion-based, with every pillar anchored to observable proof.
How does it fit ICXI's other courses?
The Foundation Course is the entry point of the ICXI Academy pathway: Foundation (2 days) leads to the CX Professional Diploma (5 days) for mid-to-senior practitioners, with the CX Executive Masterclass (1 day) for senior leaders and the Accredited Assessor pathway beyond. Foundation graduates carry a significant advantage into the Diploma.