CXMA · FROM DATA TO DECISIONS

CX Measurement & Analytics

2-day practitioner certification in CX measurement and analytics, from core metrics and Voice of Customer to dashboards, ROI and predictive analytics.

2

DAYS

9

MODULES

30

QUESTION EXAM

0

PREREQUISITES

From data to decisions

The Certified CX Measurement & Analytics Practitioner (CXMA) is a two-day ICXI Academy programme that builds the science behind customer experience decision-making. CX leaders are surrounded by data, from surveys and scores to dashboards, comments, complaints and churn signals, but most still struggle to turn it into commercial decisions. CXMA closes that gap. Day 1 covers the foundations: the measurement imperative, core metrics, Voice of Customer, journey measurement and complaints intelligence. Day 2 moves into text analytics, dashboards, financial ROI and predictive analytics, with every concept anchored in the decision it must drive.

2 days

09:00 to 17:00 daily

Classroom or live virtual

Tutor-led, with hands-on exercises

30-question exam

40 minutes, 70% to pass

CXMA Practitioner

ICXI-certified, no prerequisites

The two-day agenda

Nine modules: the measurement foundations on Day 1, then advanced analytics and application on Day 2, closing with the examination.

Day 1 · Foundations & Core Metrics

D1

The Measurement Imperative

Measurement maturity, activity versus experience versus outcome metrics, and the “so what?” test: every metric must drive a decision.

D1

Core CX Metrics

CSAT, NPS, CES, customer lifetime value, retention and composite indices, and how to choose the right metric mix.

D1

Voice of Customer Programmes

Survey design, channel strategy, sampling and statistical validity, response rates, cadence and closing the loop.

D1

Journey Measurement & Touchpoint Analytics

Journey-level metrics, emotion mapping, pain-point quantification, cross-channel analytics and moments of truth.

D1

Complaints & Feedback Intelligence

The TARP iceberg, root-cause analysis with Pareto, Ishikawa and 5 Whys, thematic coding, and reviews as CX intelligence.

Day 2 · Advanced Analytics & Application

D2

Text Analytics & Sentiment Analysis

Sentiment, topic modelling and AI and NLP tools for open-text feedback, and their ethical limits.

D2

CX Dashboards, Reporting & Data Visualisation

Audience-appropriate reporting for board, operations and frontline, data storytelling and visualisation best practice.

D2

Financial Analytics & ROI of CX

Failure-demand costing, cost-to-serve, CX-revenue correlation, NPV and payback: the case that wins the budget conversation.

D2

Predictive Analytics & Measurement Culture

Churn and propensity models, driver analysis, early warning systems and a 12-month measurement maturity roadmap.

D2

CXMA Examination

30 multiple-choice questions across all nine modules, 40 minutes, closed book, 70 per cent to pass.

Who it is for, and what you gain

Who should attend

  • CX leaders and managers who own measurement
  • Insight, analytics, research and VoC practitioners
  • Operations, contact-centre, digital and product leaders
  • Marketing, retention and lifecycle teams
  • Agency and consultancy measurement practitioners
  • Professionals preparing for the CX Professional Diploma

What you will leave with

  • Fluency in CSAT, NPS, CES, CLV and retention metrics
  • VoC design with proper sampling and statistical rigour
  • The skills to turn complaints and open text into insight
  • Dashboards built for board, operations and frontline
  • A financial business case for CX investment
  • The ICXI Certified CX Measurement & Analytics Practitioner award

How it fits the Academy pathway

CX Measurement & Analytics sits at the practitioner tier of the ICXI Academy, alongside the Certified VoC Practitioner, CX Journey Mapping Practitioner and CX Excellence Maturity Assessment programmes. There are no prerequisites; for those new to CX, the CX Foundation Course is the starting point, and CXMA leads on to the five-day CX Professional Diploma. A Public Sector edition (CXMA-PS) is calibrated for citizen experience.

Book a place on CX Measurement & Analytics

Book a seat on a public cohort, arrange an in-house cohort for your CX, insight, analytics, VoC or operations team, or ask about the upgrade pathway into the CX Professional Diploma. The ICXI team will come back to you with dates and details.

Frequently asked questions

CX, insight, analytics, customer-research, VoC and operations leads in commercial organisations, CX programme managers, and agency or consultancy practitioners who deliver CX measurement work. It also suits professionals preparing for the CX Professional Diploma.

Two days, 09:00 to 17:00 each day including the assessment, tutor-led in the classroom or as live virtual training. There are no prerequisites: the course takes a practitioner from foundational concepts to applied competence in two days.

A 30-question multiple-choice examination at the end of Day 2, covering all nine modules: 40 minutes, closed book and invigilated, with a pass mark of 70 per cent (21 of 30) and no penalty for wrong answers. One re-sit is free, and results come within 10 working days.

Choose and explain the right CX metrics, design statistically sound Voice of Customer programmes, measure journeys, turn complaints and open text into insight, build dashboards for each audience, make the financial case for CX and apply predictive analytics.

Every metric and analysis is taught against the decision it must drive, and statistical rigour (sampling, confidence intervals and non-response bias) is treated as a first-class concern. You leave with a 12-month measurement maturity roadmap for your organisation.

It is a practitioner certification that complements the Certified VoC Practitioner, CX Journey Mapping Practitioner and CX Excellence Maturity Assessment programmes, and leads on to the five-day CX Professional Diploma. A Public Sector edition, CXMA-PS, is calibrated for citizen experience.