ICXS 2024

International Customer Experience Standard

The foundational standard for world-class customer experience management. Global best practices have been researched, reviewed and codified to create the definitive framework for CX excellence.

7

ELEMENTS

5

Ps MODEL

12

CX PILLARS

40+

COUNTRIES

What is ICXS 2024?

The International Customer Experience Standard (ICXS 2024) is the world’s definitive framework for establishing, implementing and continuously improving customer experience management within organisations. It represents years of global research — best practices from leading organisations identified, validated and codified into an actionable, measurable framework.

ICXS 2024 applies to any organisation regardless of size, sector or geography that wants to deliver exceptional customer experiences.

The 5Ps Service Excellence Model

ive interconnected pillars that drive organisational transformation and customer experience excellence

Pride

Instilling organisational pride and purpose

Passion

Cultivating passion for service excellence

Preparation

Building systems, processes and capabilities

Performance

Delivering consistent, measurable results

Perfection

Pursuing continuous improvement and innovation

The 7 Elements

The foundational components of a world-class customer experience management system

Leadership & Governance

Strategic CX leadership, board-level commitment, governance structures, CX vision alignment

Strategy & Planning

CX strategy development, customer insight integration, roadmap planning, resource allocation

Customer Understanding

Voice of Customer programmes, journey mapping, persona development, insight analytics

Experience Design

Service design methodology, touchpoint optimisation, emotional design, consistency frameworks

People & Culture

Employee engagement, CX capability development, recognition programmes, customer-centric culture

Technology & Innovation

CX technology stack, digital enablement, AI integration, innovation management

Measurement & Improvement

KPI frameworks, NPS/CSAT/CES, continuous improvement cycles, benchmarking

The 12 CX Pillars

Core domains that work together to create exceptional customer experiences

Strategy & Vision

Leadership & Governance

Customer Understanding

Experience Design

Employee Engagement

Service Recovery

Digital Experience

Innovation

Measurement & Analytics

Culture & Values

Process Excellence

Continuous Improvement

Your Path to Certification

A structured five-step journey to ICXS 2024 certification and continuous excellence

01

Assess

Understand your current CX maturity using the Experience Excellence Index

02

Implement

Apply the ICXS 2024 framework across your organisation

03

Measure

Track progress through structured assessment criteria

04

Certify

Achieve formal certification to ICXS 2024

05

Improve

Use the maturity model for continuous advancement

Who Is ICXS 2024 For?

Designed for organisations and professionals committed to customer experience excellence

CX Leaders & Directors

Chief Customer Officers

Customer Service Directors

Quality & Standards Managers

Any Organisation Seeking CX Transformation

Implement the Standard

Begin your journey to cerfication below, select either the Standard or our Online Assessment depending on where you are in your customer experience journey.

Any questions please contact: TBC