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


About The CX Academy

The core objective of The CX Academy is to set the Professional Certification standard for Customer Experience learning.

We passionately believe that an understanding of Customer Experience is fundamental to the growth and profitability of all businesses. From being an edge competency and ‘interesting’ field some years ago, CX has literally exploded to become the fastest growing discipline in business today.

There has never been a more exciting or opportune time to learn the skills and knowledge required to deliver CX Excellence. The appetite for knowledge in the CX area has never been greater and there is now a significant skills gap that the progressive professional will fill.

CX Academy Laptop lecture

Our real joy is to make the CX learning experience interesting, engaging and enjoyable and to support our students and graduates every step of the way. We have distilled many years of CX knowledge into courses that now set the standard in Customer Experience learning.

Our Leadership Team



Michael started his career in the USA working with GE, Harley Davidson, FAO Schwartz, and American Airlines. He returned to Ireland in 1991 and founded Dialogue Marketing, an international communications agency helping clients such as Microsoft, Virgin, Diageo, O2, Citibank, and Amdocs.

He founded The CX Company in 2014, helping clients implement CX strategies to deliver CX Excellence for their own customers. The CX Company launched The CX Academy in January 2018, the first company in the world to offer accredited professional eLearning courses.

Michael is a leader in CX developments and a passionate CX practitioner who writes and speaks about the discipline across many markets. He is also a non-executive director of a number of companies and a fellow of the Marketing Institute of Ireland where he Chaired the Education unit for over a decade.


JULIAN DOUGLAS, Head of The CX Academy

Julian is a digital entrepreneur, his expertise is in the areas of strategy, technology, online development and digital marketing. He has worked with many types of organisations from start-ups to multi-nationals.

He has been working with The CX Academy for nearly two years as Managing Director. During this time he has overseen the programme development, operations, sales and marketing initiatives. He has developed two ground-breaking courses – the Professional Certificate in CX and the Professional Diploma in CX.

He started his career in the music business founding Big Bear Sound, building recording studios for musicians. He installed studios for U2, The Waterboys and Rod Stewart among many others. He was involved in the recording of such seminal albums as U2’s Achtung Baby and The Waterboys Fisherman’s Blues.

He then started Fusio which is one of the most successful and most well respected online web development agencies in Ireland.

In 2001 he started Entertainment.ie and brought it from zero to being the most popular online entertainment platform in Ireland, winning many awards and delivering well over a million unique viewers every month.

More recently he has been involved in founding a new company in the home care business called Home Care Direct. It’s a new concept addressing the inadequacies in home care and allowing families to deal with Carers directly. This reduces costs to families and increases rewards for Carers.

As well as sitting on several Boards as a Director, Julian is very proud to sit on the Board of The Royal Victoria Eye and Ear Hospital Research Foundation.


CATHY SUMMERS, Head of CXi Reports & Course Director

Cathy has over 25 year’s experience, starting life in telemarketing before making the move into database marketing. After spending 10 years in London consulting for blue chip clients such as BT, Royal Mail and Microsoft she came to Dublin to set up the data insights division of Dialogue. Here she developed data driven strategies for numerous clients including Vhi Healthcare, Ulster Bank and Lexus.

In 2008 she joined Aviva, focusing on the delivery of a customer relationship strategy across the company to drive loyalty, advocacy and ultimately business growth.

Cathy returned to The CX Company in 2015 to manage the annual Ireland Customer Experience Report and works closely with subscribers to leverage insights and develop actions to improve their CX performance. She also works with key clients such as Virgin Media, PhoneWatch, KBC and Volvo to create and implement their customer experience strategies. This has included the development and execution of highly successful bespoke CX training programmes for frontline and supporting staff.

Siobhan Mallen

SIOBHÁN MALLEN, Course Director

Siobhán has over 15 years’ experience in Customer Experience, predominantly in the Retail and Financial Services industries.

Siobhán completed her MBA in 2017, focusing on Customer Experience and employee empowerment. This led to a lecturing position with the Institute of Banking where she worked with The CX Company to develop a custom designed CX programme for delivery on their Certificate, Diploma and Degree qualifications.

Since joining The CX Company she has worked to develop content for professional Customer Experience Qualifications, along with designing customised CX training programmes for brands across a wide range of sectors including Retail, Financial, Utilities and Telecoms.

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Our Industry Advisory Council (IAC) provides syllabus guidance, expert peer reviews and ensures that all CX Academy graduates have the necessary skills to grow and prosper in their careers.

The IAC is comprised of experts from leading companies such as Google, IKEA, Virgin, Actavo and AXA Insurance.

Paul Farrell May 16


Vice President Commercial
Virgin Media

Kingsley Aikins


Managing Director
Diaspora Matters

Joanne Boyle AXA


Head of Customer Experience
AXA Insurance

jonny parkes


Customer Minds

Anthony Quigley


Code Institute

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Customer Relations Manager

Justin Conry bw


Head of Transformation
Three Mobile

Patricia Greene bw


Head of Communications
Volvo Cars

Chiara Henderson


CX Consultant and
Executive Coach.
Former Head of CE for
Slack and Dell (EMEA)

Karl Lumsden bw


Agency Development Manager

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Customer Strategy Director

Siobhan Mallen


Course Director
The CX Company



Head of CXi Reports
& Course Director
The CX Company



The CX Company



The CX Academy

Our Online Courses

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Professional Certificate In
Customer Experience

Summer Sale
Course Price
Summer Sale

August 2022
Starts 26th Aug

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


Register Your Interest


Professional Diploma In
Customer Experience

Summer Sale
Course Price
Summer Sale

August 2022
Starts 25th Aug

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


Register Your Interest

What Graduates Are Saying

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ING Bank

“I really enjoyed the CX course, especially the examples given and the CX framework presented. Also liked how it was structured (in terms of the overall course and within each module) as it made it easier to follow and how the tools given can be applied anywhere. If I would give any suggestion, it would be that at times, it can be a bit slow-paced but it also makes it more approachable for everyone. Overall, for me, it was really insightful, very applicable and completely worth it.”


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Customer Experience Officer, Irish Water

“I am so so pleased to have had the opportunity to complete this course, it was so engaging and informative.
This course is not just tailored to people wanting to understand their customers more but how everyone plays a key role in the customer journey. I have no doubt that I will be using each of the key learning daily. Thank you CX Academy.”

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Head of Internal Control, Ecobank, The Pan African Bank, Benin

“When I wanted to develop my skills as CX Culture Transformation Lead, I knew there would be no better place to learn. The CEO of the CX Company and Course Directors were clear and interesting and I liked their style of teaching. The materials we covered and the links to other sources were up to date and highly relevant to my role : Drive the design and roll-out of CX Culture Transformation.”



Project Manager in Marketing Communications, Unichem, Slovenia

“I must tell you that I have managed to make the CX project in my company a strategic priority for the next 5 years. There is still a long way to go, but I couldn’t have managed to do it, if I had not enrolled in your course. It is really systematic and covers all the aspects necessary to succeed in this. So, I am most grateful and also very proud to be part of it :)”


Campaign Manager, HTC CX Loyalty, UK

“I really enjoyed the course The bite-size videos were really beneficial as I have a young son so I could easily juggle my studying with entertaining him too. The assignments were also helpful as applying theory to practice is a much better way to learn skills thoroughly. I’m progressing in a different direction in my current role so the skills I’ve learnt from the course will be so valuable to our clients.”



Customer Success Specialist, USA

“The CX Academy’s Professional Certificate in customer experience is a wonderful introductory course to get you acquainted with the world of customer experience. I found the course engaging, enriching and perfectly centered around me and my needs. I learned about the fundamentals of CX as well as how to implement it at my place of work. I found the instructors, concepts and outside reading to be immensely helpful during my work on the course. I would recommend the CX Academy’s courses to anyone looking to boost their knowledge of customer experience in a consumer driven world.”

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CEO Carr Golf

“I would not hesitate to recommend this course to anyone who wants to understand their customers better, differentiate their own company and further their own career in the process.”

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CEO Access HQ

“This course is well structured, engaging and paced well to allow for our busy working lives. It’s the first course of its kind that I’ve come across and it fills a much needed gap in the market.”

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Corporate Manager, Irish Life Health

“One of the best courses I’ve ever had the pleasure of completing! I feel like it was designed specifically for me, and I literally cannot wait to begin the content of the next session!”

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Corporate Manager, Irish Life Health

“We found a complete learning experience at The CX Academy. CX is proven to help companies grow their business and now I know why! An investment that will pay dividends for years to come.”

Our Graduates

Learners who have graduated from our courses represent some of the world’s biggest brands:

Contact Us For Further Information