International Standards Portfolio

The World’s Only Experience Excellence Standards

ICXI has researched, developed and published the world’s only portfolio of international standards for Customer Experience, Employee Experience, Patient Experience, AI in CX, and Digital CX. Global best practices have been researched, reviewed and codified to create the definitive frameworks for experience excellence.

8

STANDARDS

5

PUBLISHED

3

IN DEVELOPMENT

40+

COUNTRIES

Why Standards Matter

From Best Practice Research to Global Frameworks

Every ICXI standard represents years of global research — best practices identified, reviewed and codified into structured frameworks that organisations worldwide can implement, measure against and certify to.

Research-Led

Every standard is built on extensive global research — best practices from leading organisations reviewed, validated and codified into actionable frameworks.

Structured & Measurable

Standards provide structured frameworks with defined elements, requirements and maturity criteria — turning abstract concepts into measurable organisational capability.

Globally Applicable

Designed for universal application across sectors, regions and organisation sizes. Implemented in 40+ countries across private sector, government and healthcare.

Certification & Recognition

Organisations can certify against ICXI standards, and use the Experience Excellence Index to benchmark their maturity and qualify for the Global Awards.

Our Standards

The ICXI Standards Portfolio

Eight international standards spanning customer experience, employee experience, patient experience, digital, AI, organisational learning, sustainability and tourism.

Customer Experience

ICXS

International Customer Experience Standard

5Ps Service Excellence Model

The foundational CX standard defining the requirements for world-class customer experience management. Covers strategy, governance, design, delivery and continuous improvement.

  • 5Ps Service Excellence Model

  • Maturity assessment criteria

  • Certification pathway

Digital CX

IDCXS

International Digital Customer Experience Standard

Digital Experience Excellence Framework

Defines the requirements for exceptional digital customer experiences across all channels. Covers omnichannel strategy, digital design, personalisation and digital trust.

  • Omnichannel experience design

  • Digital journey orchestration

  • Personalisation at scale

  • Digital trust & accessibility

Employee Experience

IEHWS

International Employee Happiness & Wellbeing Standard

Vector 6 Employee Happiness Model

The definitive standard for employee experience, happiness and wellbeing. Covers purpose, trust, leadership, fairness, growth, recognition, wellbeing and work-life harmony.

  • Vector 6 Happiness Model

  • Psychological safety requirements

  • Fairness and Belonging

AI in CX

AICXS

AI in Customer Experience Standard

Responsible AI in CX Framework

The first international standard for responsible AI deployment in customer experience. Covers AI governance, algorithmic transparency, data ethics and human oversight.

  • AI governance frameworks

  • Algorithmic transparency

  • Human-AI collaboration

  • Ethical AI deployment

Patient Experience

IPEXS

International Patient Experience Standard

PX-DNA Framework

The world’s first international standard for patient experience in healthcare. Covers clinical governance, compassion, patient partnership, safety, innovation and access.

  • PX-DNA Framework

  • 12-Pillar PX Excellence framework

  • Clinical compassion criteria

  • Patient safety & trust

Organisational Learning
Coming Soon

OLS

Organisational Learning Experience Standard

Learning Excellence Framework

A new standard defining the requirements for world-class organisational learning cultures. Covers learning strategy, knowledge management, capability development, digital learning ecosystems and the measurement of learning impact on performance.

  • Learning culture maturity

  • Knowledge management systems

  • Capability development frameworks

  • Learning impact measurement

Sustainability
Coming Soon

SCXS

Sustainability Experience Standard

Sustainable Experience Framework

Defining the intersection of sustainability and experience excellence. Covers ESG integration into experience strategy, sustainable service delivery, community impact, circular experience design and responsible consumption frameworks.

  • ESG-experience integration

  • Sustainable service design

  • Community impact measurement

  • Responsible experience delivery

Tourism
Coming Soon

TEXS

Tourism Experience Standard

Tourism Excellence Framework

The first international standard for tourism and hospitality experience excellence. Covers visitor journey management, destination experience design, cultural sensitivity, digital tourism enablement and the measurement of tourism experience impact.

  • Visitor journey excellence

  • Destination experience design

  • Cultural sensitivity frameworks

  • Tourism experience measurement

The Standards Ecosystem

ICXI standards connect into a complete ecosystem — from standards to certification, assessment, professional education and global recognition.

Standards define best practice frameworks

Academy delivers professional certification

EEI measures organisational maturity

Awards recognise measured excellence

Implement the Global Benchmark

Whether you’re beginning your experience journey or seeking certification against an international standard, ICXI provides the frameworks, education and assessment to get you there.