UPDATE: Due to the current demand from learners working from home we can now start your course immediately or at any time that suits you. Please ask us


The CX Academy Fellowship Programme

CX Fellowship Cert LOGO Gold PR Shot

We are thrilled to announce that we have officially launched The CX Academy Fellowship Programme. We have been working on this project for months and we can finally tell the world all about it!

As the largest Customer Experience education provider in the world, with graduates in over 70 countries, launching the CX Fellowship is the next step in promoting CX as a professional discipline required for business success. We are launching The CX Fellowship to celebrate CX Excellence by granting the Fellowship to leading CX ambassadors and distinguished customer champions that have excelled in their passion for customers and staff and who have strengthened the CX profession globally. 

This is the first of this kind and the highest professional honour and distinction (FCXA) our industry offers. We believe that those who receive The CX Fellowship award have and will make a difference to the CX industry.

The fellowships will be awarded to CX champions around the world that have made a great impact (and still do) on the industry throughout their careers. It will recognise leaders and those that aspire to be leaders in the CX profession and further afield. In particular those who have gone above and beyond in the CX sector. 

To ensure that this is the case we created a set of criteria to help the awarding process. 

Among others, they need to have a deep knowledge and commitment to CX, backed with a number of years of real-world experience. Each chosen fellow has to be involved in customer initiatives that empower and motivate staff to do what is right for the customer. All fellows will be invited to join a global CX community to mentor and participate in future CX positioning initiatives. Essentially they will become the ambassadors for our profession in the future.


The very first chosen fellows are as follows:

David Conway, Chief Strategy and Customer Director KPMG Nunwood.

Diane Magers, Founder and CEO & Experience Catalyst.

Paul Bailey, Head of Communications at the Irish League of Credit Unions.

Leena Basrur, Founder and Chair of Direxions, a leading customer consultancy group in India.

Don Peppers & Martha Rogers, Acclaimed authors, speakers and co-founders of Peppers & Rogers Group. 

Shep Hyken, New York Times Bestselling author.


For more information please visit: thecxacademy.org/fellowship.

5 Biggest Mistakes in CX


These are the mistakes in CX which you probably already know about but often find yourself falling into. If you want to achieve CX Excellence you should steer clear of them.


1.The Digital Gone Wrong

Digitising your service can have multitude of positives; lower costs, easier scalability, data collection and many more. However, it is very easy to cross the boundaries and over do it. You can find out more about the digital part of the business here. Many companies forget about creating a balance between the digital and the human touch. Customers want to feel that they are treated like an individual. Personalising your customer service as well as marketing and creating an omnichannel experience will be useless if you don’t get the balance right. As well as that, remember that we live in a highly visual world. If your product design isn’t up to par potential customers will turn away.


2.Not Recognising Your Employees

Your employees can be your biggest asset. At the end of the day, they are the ones directly impacting your customers. Disregarding customer service agent feedback can lead to gaps in knowledge about your customers needs and wants. Employees that are provided with valuable training and filling positions where they can utilise their strengths are going to be happier and more productive. Listening to changes in their moods and concerns raised, will never be more important, especially when it comes to health and safety.


3.Focusing On The Company Needs

Yes, I know you want to sell your toothpicks for €100 each but this is the real world. Too often businesses focus on their needs and wants rather than those of their customers. Inventing solutions that nobody asked for, or putting measures in place which were designed with the company at the centre of all decisions, will lead to nowhere. Well, perhaps an angry customer and loss in profits. 


4.Promising The World

Setting the wrong expectations is setting up your company for failure. You should always be clear about what your customer promise is and never guarantee what you’re not capable of delivering. Today there is less tolerance for failure and if you don’t build trust with your customers to compensate for errors (that are bound to happen), losing them will become inevitable. 


5.Not Listening 

A customer that wants to share their opinion is a gold mine of opportunities. However, if you don’t listen you won’t have access to it. Companies often ask questions to get the answers they want to get. If you don’t ask the right questions and in the right way you might be creating a dis-alignment between the real needs/wants of your customers and what you think they need or want. As well as this, lack of detailed customer feedback analysis, can cause you to miss opportunities for personalisation. For example, there is a great difference in customer priorities depending on their demographics. Detailed analysis can help you create a more personalised experience for different age groups.


Of course this isn’t the complete list, but if you avoid these you’ll be more likely to avoid the others. The most important thing is to always keep the customer at the centre of all decisions. You do that and you’re halfway there and if you need further help with creating the best customer-centric CX strategy, check out our Professional Diploma and Certificate courses. 

Emotional Intelligence

At its core Customer Experience wouldn’t have any purpose, meaning or need if emotions didn’t come into play in customer-business relationships. However, how we feel about a product or a service is CX. So to have knowledge about the biggest factor in CX is to have power over your CX strategy.

What is emotional intelligence? 

Emotional intelligence is about being aware of your emotions, how to manage them and how to use them to get along with others. It includes factors such as self-awareness, self-regulation, motivation, empathy and social-skills. The info-graphic below explains each of these in detail.


Emotional Intelligence Info-graphic

Emotional Intelligence Info-graphic


What does it have to do with CX and why is it so important?

“According to cognitive neuroscientists 90% -95% of all decisions are shaped at an emotional unconscious level, rather than conscious logical level.” The strong feelings that arise in a customer are a response to an assessment of an event. These feelings can either trigger or prohibit an action. 

In order for your business to reach CX Excellence, anyone dealing with customers should have high levels of emotional intelligence. It will enable your staff to listen, understand and connect with your customers. In fact, your whole CX strategy should include actionable insights, at every step of the customer journey, related to emotional intelligence. 

Instead of feeding your staff with monotonous scripts you should teach them to listen and be authentic during any interaction with the customer. Authentic behaviours are more likely to result in a positive reaction. This is because when we hear someone reading out a script they give the impression that they are not interested in us or what we have to say. In turn, our attitude towards the person, service and the company tilts towards the negative side. It is a two way system and the company is the one trying to get the approval … not the customer. So to all business owners: roll up your sleeves because it won’t be easy. 

As a business owner you should be working on your emotional intelligence as it will have a direct impact on your employees and how they carry out their tasks. You should lead by example and be open to discussions with your staff. Evaluate your performance and ask your staff to do the same. If they match you’ll know you are self-aware. Use your social skills and empathy to understand your staff and their issues. Remember they are the ones dealing with your customers directly so gather as much feedback from them as possible to be able to improve your customer experience. 

All of the characteristics of emotional intelligence can be improved, and the more you work on them the closer you will be to achieving CX excellence as a business. 


If you want to learn more about emotional intelligence and other ways you can use to improve your CX strategy, enrol in one of our courses today at: thecxacademy.org