Value Moments Practitioner
1-day practitioner programme that teaches CX professionals to identify, weight and measure the moments that matter most to customers.
Not all moments are equal
Value Moments Practitioner (CXVM) is a one-day ICXI programme that teaches CX professionals to tell apart the moments that genuinely shape customer satisfaction and loyalty from the moments that simply happen along the way. Built on the Value Moments methodology by Robert Keay, ICXI, it replaces the false equivalence of traditional satisfaction surveys, where every question counts the same, with a weighted, evidence-based measure: the Value Moments Performance Index (VMPI). In five sessions, delegates map a journey from the customer’s perspective, identify and weight Value Moments, calculate the VMPI and model where improvement investment will matter most.
1 day
09:00 to 16:45
In-person or virtual
Or hybrid, typically 8 to 20 delegates
Portfolio-assessed
No exam: the work is the assessment
VM Practitioner
ICXI-certified, with a digital badge
The one-day agenda
Five sessions, from the Value Moments concept through journey mapping and weighting to the VMPI calculation, improvement planning and a 30-day action plan.
Five sessions in one day
- S1The Value Moments Concept
Why equal-weighted surveys hide the moments that count, the Cycle of Ineptitude, customer versus organisational Value Moments, and the VMPI formula.
- S2Journey Mapping & Moment Identification
Mapping from the customer’s perspective rather than the internal process, transaction versus relationship journeys, and spotting candidate Value Moments.
- S3Weighting, Expectations & Measurement
Two ways to set weights, customer research or analysis of existing data, and designing a weighted questionnaire that captures experience and expectation.
- S4VMPI Calculation & Improvement Planning
Calculating the VMPI, comparing it with the unweighted score, plotting the Improvement Quadrant and modelling impact with a What-If analysis.
- S5Presentations & Action Planning
Group presentations with peer challenge, and a 30-day plan to bring Value Moments into your own organisation.
Who it is for, and what you gain
Who should attend
- CX practitioners, analysts and VoC leads
- Insight, research and measurement managers
- Journey and service designers
- Quality, operations and digital leads
- Consultants using Value Moments with clients
- Anyone accountable for the credibility of a CX score
What you will leave with
- A working command of the Value Moments concept
- A customer-perspective map of your own journey
- Weighted Value Moments and a calculated VMPI
- A populated Improvement Quadrant
- A What-If model for your business case
- The ICXI Certified Value Moments Practitioner credential
How it fits the Academy pathway
Value Moments Practitioner connects directly with ICXI’s measurement, journey mapping and consulting work. CX Journey Mapping Practitioner is an advantage but not required, CX Measurement & Analytics builds wider measurement skills, CX Consulting Professional uses Value Moments as a consulting tool, and The Happiness Advantage applies the Value Moments lens to employee experience.
Related courses.
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From data to decisions: mastering the science of CX. Nine modules across two days closing on a 30-question MCQ.
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Citizen-experience measurement and analytics calibrated for democratic accountability and statutory obligations.
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Certified VoC Practitioner
Building defensible Voice of Customer programmes: survey design, sampling, statistical rigour, closed-loop action.
Book a place on Value Moments Practitioner
Book a seat on a public cohort, arrange an in-house cohort for your CX team, or ask about using Value Moments inside a wider consulting or transformation engagement. The ICXI team will come back to you with dates and details.
Frequently asked questions
Who is Value Moments Practitioner for?
Practitioners who own or directly influence how CX is measured and prioritised: CX practitioners, analysts and Voice of Customer leads, insight and measurement managers, journey and service designers, quality, operations and digital leads, and consultants using Value Moments with clients.
How long is the course and how is it delivered?
One day, 09:00 to 16:45, delivered in-person, virtually or as a hybrid, typically for 8 to 20 delegates working in table groups. CX practitioner experience is expected; familiarity with CX journey mapping helps but is not required.
How is the course assessed?
There is no exam. Assessment is portfolio-based: your customer-perspective journey map, your Value Moments and weights, your VMPI calculation and Improvement Quadrant, a What-If analysis, and a group presentation with an accepted 30-day action plan.
What will I be able to do afterwards?
Map a journey from the customer’s perspective, identify and weight the Value Moments within it, calculate the VMPI and compare it with the unweighted score, prioritise improvements on the Improvement Quadrant and model their impact with a What-If analysis.
What makes Value Moments Practitioner different?
It challenges the assumption behind most satisfaction surveys, that every question counts the same. Weighting moments by what matters to customers produces a measure that shows the gaps an unweighted score hides, and a basis for evidence-based investment cases.
How does it fit ICXI's other courses?
It connects directly with CX Journey Mapping Practitioner, CX Measurement & Analytics and CX Consulting Professional, and The Happiness Advantage applies the same Value Moments lens to employee experience.