Digital Channels CX Assessment
The independent global benchmark for digital customer experience maturity.
Assessment · Certification · Pathway to the Experience Excellence Awards
Your digital channels are now the experience. Prove the capability behind them.
For most organisations, the majority of customer interactions now happen on digital channels — websites, mobile apps, portals, chatbots, messaging, email, and social. Customer expectations are shaped less by your industry than by the best digital product they used yesterday. And yet, digital CX capability is still too often a patchwork — owned by no single leader, measured in tool-level metrics, and judged on launch velocity rather than customer outcomes. That gap — between digital ambition and digital evidence — is where competitors win, regulators intervene, and customer trust quietly erodes.
The Digital Channels CX Excellence Assessment closes that gap. It is the independent, evidence-based diagnostic that tells you — and anyone you need to convince — exactly how mature your digital CX capability really is, where it is strongest, where it is fragile, and what the path to a genuinely world-class digital experience looks like.
Who the Assessment is built for
What it Replaces
What the Assessment is
The Assessment is a structured, independent evaluation of an organisation’s digital customer experience capability, carried out by ICXI-certified assessors against the International Digital CX Experience Excellence framework. It produces a Maturity Rating, a full diagnostic report, and — where the bar is met — formal ICXI certification and eligibility to enter the Experience Excellence Awards. The framework is sector-agnostic: six pillars are adapted from the ICXI CX Excellence Index and rewritten for digital; six are entirely new and purpose-built for the specifics of digital delivery, trust, and AI.
Three Things Make It Different
Maturity model
The maturity model at a glance
Every organisation is placed on a four-level scale, from Reactive to world-class Proactive.
What we assess — the 12 Pillars of Digital CX Excellence
Your organisation is evaluated across twelve dimensions that together define a mature digital customer experience capability. Each pillar is scored against published criteria, with evidence requirements, so that results are comparable across industries, geographies, and time.
Each carries ten assessment criteria — 120 evidence-based judgements behind every rating we issue.
How the Assessment works
A four-stage process.
1
Scoping & readiness
A confidential working session with your executive sponsor (typically Chief Digital, Chief Customer, or CIO) to agree scope, channels in-scope, stakeholders, evidence sources, and timeline.
2
Evidence gathering
Your ICXI assessment team collects documentary and technical evidence, conducts structured interviews across product, UX, engineering, data, AI, security and CX leadership, and reviews telemetry, customer voice, and governance artefacts.
3
Scoring & calibration
Findings are scored against all 120 criteria. A second assessor calibrates the rating to protect objectivity and ensure global comparability of the result.
4
Report, rating & roadmap
You receive a full maturity report, your pillar-by-pillar scores, your overall Maturity Rating (Reactive → Proactive), and a prioritised AI Insights and Improvement roadmap.
What you receive
From Assessment to Award
The Assessment is the only route into the Experience Excellence Awards. Every organisation recognised on an EEI Awards stage has been independently assessed against the same international framework — not judged on the persuasiveness of an entry form. No submission writing. Your Assessment evidence is your entry.