DCXEX · DIGITAL CHANNELS CX

Certified Digital Channels CX Excellence Practitioner

2-day programme for digital, UX, product and CX leaders to assess and improve customer experience across every digital channel using the ICXI Digital Channels CX Excellence Index.

2

DAYS

12

PILLARS

120

QERE QUESTIONS

70%

PASS MARK

One index for every digital channel

The Certified Digital Channels CX Excellence Practitioner is a two-day ICXI Academy programme for anyone responsible for a customer-facing digital channel, from websites and apps to chatbots, messaging, social and connected devices. It teaches the ICXI Digital Channels CX Excellence Index, the digital-channel companion to the ICXI CX Excellence Index: 12 pillars and 120 QERE questions, with six pillars adapted from the CX Excellence Index and six purpose-built for digital. Every module maps to one pillar, every concept is anchored in the patented ICXI 5-level evidence scoring scale, and every pillar is applied to the Apex Direct case study. Delegates leave able to score digital CX maturity with evidence, build a pillar-level improvement roadmap and quantify the commercial value of digital CX.

2 days

09:00 to 17:00 daily, inclusive of assessment

Classroom or virtual

Tutor-led in a classroom or live virtual

36-question exam

50 minutes, closed book, 70% pass mark (25 of 36)

Practitioner award

ICXI Certified Digital Channels CX Excellence Practitioner

The two-day agenda

Day 1 covers the Index architecture and Pillars 1–6 on strategy, experience design and platforms, and Day 2 covers Pillars 7–12 on AI, trust, value and engagement before the formal MCQ examination.

Day 1 · Foundation, Experience & Architecture

D1

Digital CX Leadership & Governance

Executive ownership of digital CX, governance forums, digital strategy alignment and investment protection, with evidence such as quarterly board reporting.

D1

Digital Customer Centricity & Intent

Customer-first design principles, effort reduction, vulnerability-aware journeys and promise-delivery alignment, shown through interface decisions rather than marketing claims.

D1

Digital Customer Insights & Analytics

Analytics infrastructure, real-time insight activation, cross-channel data unification and predictive indicators for churn, friction and escalation.

D1

Digital Experience Design & UX

UX design standards, WCAG 2.1 AA accessibility, design system governance, mobile-first principles and usability testing before every material release.

D1

Digital Journey Management & Omnichannel Performance

End-to-end journey maps, omnichannel consistency, cross-channel handoff with full context transfer and journey-level performance metrics.

D1

Digital Architecture & Platform Excellence

Composable, API-first architecture, platform resilience and technology governance, then the cohort scores Pillars 1–6 against the Apex Direct evidence pack.

Day 2 · AI, Trust, Value & Engagement

D2

AI, Automation & Intelligent Personalisation

Ethical AI governance, bias and fairness testing, customer disclosure, human escalation within two minutes for vulnerable cases and personalisation governance.

D2

Self-Service & Digital Interaction Management

Self-service measured by first-attempt resolution, knowledge management with content owners, visible escalation and a continuous improvement loop.

D2

Digital Trust, Privacy & Cybersecurity

Privacy compliance, verifiable consent, cybersecurity controls, algorithmic transparency and a breach-response plan that is tested and rehearsed annually.

D2

Digital CX Value, Economics & ROI

Channel economics, failure-demand cost, ROI tracking, NPV and payback modelling, and an attribution method agreed with finance and audited.

D2

Digital Workforce Capability & Culture

CX-tech hybrid capability, tool adoption against intended use, cross-functional collaboration, psychological safety and reward aligned to digital CX outcomes.

D2

Digital Engagement, Retention & Advocacy

Lifecycle engagement, silent disengagement signals, online advocacy and segmented retention, then Apex Direct scoring for Pillars 7–12 and the composite.

D2

MCQ Examination

A closed-book, 36-question multiple-choice examination over 50 minutes, with three questions per pillar and a 70% pass mark.

Who it is for, and what you gain

Who should attend

  • Digital, UX, product and design leaders responsible for customer-facing digital experience
  • CX, customer-services and e-commerce leads accountable for digital channel performance
  • Self-service, chatbot, AI and automation owners, and data teams running digital CX measurement
  • Cybersecurity, privacy and trust leaders, and marketing, retention and lifecycle teams
  • Consultancy and partner-firm staff, and practitioners progressing to AAT or Responsible AI in CX

What you will leave with

  • Working fluency in the 12 pillars and 120 QERE questions of the Digital Channels CX Excellence Index
  • Practical command of the QERE format: Question, Explanation, Reasoning and Evidence
  • Consistent use of the 5-level evidence scoring scale, from No Evidence (0%) to Adopted (100%)
  • The ability to diagnose digital CX maturity at organisation, channel and journey level
  • A defensible digital CX improvement roadmap method mapped to pillar-level priorities
  • Ways to quantify digital CX value: failure-demand cost, channel economics, NPV, payback and attribution
  • Recognition of common digital CX failure modes and the governance, design and culture fixes that prevent them
  • The ICXI Certified Digital Channels CX Excellence Practitioner award on passing the examination

How it fits the Academy pathway

DCXEX has no prerequisites: it takes a practitioner from foundational concepts to applied competence in two days. Practitioners and managers new to CX may also consider the CX Foundation Course. After DCXEX, the onward routes are the five-day CX Professional Diploma, ICXI Accredited Assessor Training (AAT) and Responsible AI in CX. Assessors working on digital CX can take IDCXS2022:02 Assessor Training, and service designers can build on the journey pillar with CX Journey Mapping Practitioner.

Book a place on Certified Digital Channels CX Excellence Practitioner

Reserve a public cohort seat, or arrange an in-house cohort for your digital, UX, product, CX or customer-services team. The ICXI team will come back to you with dates and details.

Frequently asked questions

It is for leaders responsible for any customer-facing digital channel: digital, UX, product and design leaders, CX, customer-services and e-commerce leads, chatbot and AI owners, data and analytics teams, privacy and cybersecurity leaders, marketing and retention teams, and consultancy staff delivering digital CX work. There are no prerequisites.

The course runs over two days, 09:00 to 17:00 daily, including the assessment. It is tutor-led in a classroom or live virtual, mixing instruction with scoring exercises, the Apex Direct case study, dashboard and roadmap workshops, and group debrief and calibration.

Day 2 closes with a 36-question multiple-choice examination, three questions per pillar, lasting 50 minutes. It is closed book, individual and invigilated, with no negative marking. The pass mark is 70%, or 25 of 36, and successful delegates become an ICXI Certified Digital Channels CX Excellence Practitioner.

It is the digital-channel companion to the ICXI CX Excellence Index, with 12 pillars and 120 QERE questions. Six pillars are adapted from the CX Excellence Index and six are new and purpose-built for digital. Each question is scored on the 5-level evidence scale, and pillar scores aggregate to a 1,000-point composite.

A single re-sit is available at no additional cost, and further re-sits are charged at the standard fee. The examination tests your interpretation of the QERE format and the 5-level scoring scale across all 12 pillars, which delegates practise in the Apex Direct scoring exercises on both days.

DCXEX is a practitioner certification with no prerequisites. Its onward routes are the five-day CX Professional Diploma, ICXI Accredited Assessor Training against ICXS2024:01 and Responsible AI in CX. Related programmes include IDCXS2022:02 Assessor Training for digital CX assessors, and practitioner courses in measurement, Voice of the Customer and journey mapping.