CXPA Global | CXPA CX Framework

The CXPA CX Framework

The CCXP exam is based on the CXPA CX Framework. You can gauge your readiness to take the exam by reviewing these Core Competencies to ensure that you are aware of all the topics on which you might encounter questions. If you find a particular area with which you are not familiar or comfortable, that is an area where you should focus your study or review.

The competencies are required knowledge for CCXP candidates. Each competency encompasses job tasks that should be known to candidates, as well as knowledge and skills or abilities that a candidate should possess.

The CXPA developed the CXPA CX Framework to document the knowledge, skills, and abilities essential to serving as a customer experience professional. It was created through intensive research into the tasks performed by CX professionals and verified through an industry-wide job task analysis conducted by psychometricians. The Framework is regularly reviewed to ensure it is relevant to current CX practices. Over 300 global customer experience professionals provided feedback in the most recent job task analysis, conducted in 2020.

CX Competencies

Customer Insights and Understanding (22%)

Customer Experience Strategy (20%)

Metrics, Measurements, and ROI (20%)

Design, Implementation, and Innovation (19%)

Culture and Accountability (19%)

Job tasks, knowledge, skills, and abilities are presented for each competency area. A Job Task is an activity regularly performed by a CX professional. Knowledge refers to the process and concepts a CX professional should be familiar with. Skills and abilities refer to a CX professional’s proficiency in applying knowledge to the practical tasks necessary for professional success.

Customer Insights and Understanding (22%)

Building collective insight into customer needs, wants, perceptions, and preferences through the capture and analysis of the voice of the customer.

Job Tasks

Assess infrastructure mechanisms and methodologies to capture internal and external CX data
Design voice of the customer programs
Identify customer and employee touchpoints in the customer experience
Determine gaps and research strategies to address deficiencies
Collect experience feedback from customers
Collect customer experience and improvement feedback from employees

Knowledge, Skills, and Abilities

Journey mapping
Process mapping
Persona mapping
Operational data
Customer data
Qualitative research methods
Quantitative research methods
Behavioral science techniques
Ability to conduct root cause analysis
Ability to conduct predictive analysis
Ability to analyze and redesign processes

Customer Experience Strategy (20%)

Development of a strategy that articulates a clear vision of the experience that a company seeks to create in support of the company’s brand values, including its direct linkage to CX activities, resources, and investments.

Job Tasks

Create a CX Strategy
Align the customer experience strategy to organizational strategy, goals, and brand values and attributes
Determine the strategic focus, business case, and tactics into programmatic components
Develop a plan for communicating the CX strategy to stakeholders

Knowledge, Skills, and Abilities

CX best practices across industry
Business strategy frameworks and planning
Intended customer experience
Cross-business unit efforts
Interdependencies across people, process, and technology
Ability to translate corporate strategy into well-defined customer experience strategies and programmatic efforts
Ability to engage executive suite in CX strategy design and execution
Ability to take branded experience strategy and engage all functional business areas (product, marketing, operations, etc.) in creation of action plans
Ability to clearly communicate the importance of the customer experience strategy to deliver the organization’s business goals

Metrics, Measurements, and ROI (20%)

Creation and reporting of the measures of CX success including their use in business cases to illustrate the ROI and business value of customer experience.

Job Tasks

Design and implement voice of customer programs (solicited through surveys, focus groups, communities, etc.)
Collect unsolicited experience feedback from customers (by mining calls, web data, emails, etc.)
Gather input from employees about customer experiences and opportunities for improvement
Analyze VOC feedback drawn across sources to identify customer pain points and opportunities to improve and differentiate
Identify and map major customer touchpoints in the customer experience

Knowledge, Skills, and Abilities

Perception metrics
Descriptive metrics
Outcome metrics
CX data mining and analysis
Experience measurement and research methodologies
Key drivers and impact on business performance
Communication, reporting, and presentation of information
Self-service access to data, vies, and analytics
Documentation and tracking of changes in CX metrics
Business value and ROI of investing in customer experience
Tools and methodologies
Ability to create measurement strategy in support of broader CX strategy
Ability to quantify business value and ROI of investing in customer experience
Ability to illustrate ROI of CX investments
Ability to assess effectiveness of metrics platform design
Ability to translate data into clear communication of results, progress and actions
Ability to drive executive support and engagement in CX metrics and results

Design, Implementation, and Innovation (19%)

Implementing practices and approaches to continuously improve, design and differentiate customer experiences.

Job Tasks

Utilize customer insights to define and prioritize experience requirements and opportunities
Establish a defined CX design process
Facilitate an end-to-end CX design
Implement the CX design
Develop a list of top customer experience improvements
Integrate processes and tools for continuous customer experience improvements

Knowledge, Skills, and Abilities

Design thinking and customer co-creation approaches
Experience gap analysis and prioritization
Human-centered design and innovation
Future state journey mapping
Control and response plans
Operating plan and capabilities
Tactics
Change, project, and process management
Interdependencies
Iterative ideation and prototyping
Ability to identify key moments of truth affecting customer perceptions
Ability to conduct experience gap analysis and prioritize recommended improvements
Ability to drive customer centered design and innovation
Ability to accurately map and depict customer touch points
Ability to drive action and execution of key CX improvements

Culture and Accountability (19%)

Creating and nurturing a culture, through behaviors, practices and standards that encourages all employees to focus on delivering outstanding customer experiences. Driving change and developing cross-company experience accountability from the C-suite to the front line.

Job Tasks

Assess and determine ongoing strategies for sustaining a customer-centered culture
Manage and maintain executive accountability for CX strategy

Knowledge, Skills, and Abilities

Established best practices for cultivating a customer-focused culture
Employee hiring, training, and coaching alignment
Reward, recognition, and other engagement strategies
CX communication strategies
Stakeholder and change management approaches
Assess and guide an organization's CX maturity
Customer experience impact as criteria for business decisions
KPI ownership
Sponsorship and engagement
Business goal alignment with customer-centric culture
Problem solving skills
Relationship building skills
Ability to coordinate diverse resources to create value
Ability to engage “hearts and minds” of an organization across employee groups
Ability to align employee behavior with customer-focused culture
Ability to communicate the importance of customer experience and corresponding strategy
Ability to recommend initiatives based on customer experience data
Ability to report CX data to different audiences in an understandable manner
Ability to plan, implement, and manage change
Ability to lead cross-functional efforts
Collaboration, influencing, and relationship skills