The global skills and competency framework for the digital world

Customer experience CEXP

Ensuring the delivery of high-quality interactions and experiences that meet customer expectations across all touchpoints and channels.

Revision notes

Updates for SFIA 9

  • This is a new skill introduced in SFIA 9.
  • Theme(s) influencing the updates for this new skill: Application of SFIA skills for digital service design and delivery, Support for specialised domains in the field of marketing.
  • Previous SFIA assessments or skills mapping of other SFIA skills are not impacted by this new skill.

Guidance notes

Activities may include, but are not limited to:

  • engaging with customers through various research methods to understand needs, preferences and expectations
  • creating and optimising customer journeys to enhance satisfaction, loyalty and overall experience
  • developing and implementing data-driven customer experience strategies aligned with business goals
  • continuously monitoring, measuring and acting upon customer feedback using appropriate metrics and systems
  • applying market research and segmentation insights to personalise customer experiences
  • leading cross-functional initiatives to ensure consistent, integrated experiences across all channels and touchpoints
  • evaluating and leveraging appropriate technologies to enhance and innovate customer experiences
  • ensuring compliance with relevant standards, regulations and policies in customer experience practices.

Understanding the responsibility levels of this skill

Where lower levels are not defined...
  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others who are performing higher level tasks and activities
Where higher levels are not defined...
  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Show/hide extra descriptions and levels.

Levels of responsibility for this skill

2 3 4 5 6

Customer experience: Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Assists in the creation of customer journey maps and identifies key touchpoints for improvement.

Follows established procedures to document customer feedback and support the implementation of minor improvements.

Customer experience: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Analyses research to gather detailed insights into customer needs and preferences.

Uses appropriate tools and methods for data collection. Participates in the design and optimisation of customer journeys.

Collaborates with team members to implement customer experience improvements.

Documents findings and supports the analysis process.

Customer experience: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Uses customer research findings to gain a comprehensive understanding of customer needs and expectations.

Enables the creation of visual representations of customer journeys to enhance cross-functional collaboration. Designs and refines customer journeys, working with cross-functional teams to enhance touchpoints and interactions.

Develops and implements designs to improve customer experience. Recommends and applies appropriate technologies and segmentation insights to enhance customer experiences.

Monitors metrics and feedback to assess effectiveness and drive continuous improvement.

Customer experience: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

Plans and oversees customer experience initiatives.

Ensures alignment with business goals and customer expectations.

Establishes frameworks for monitoring and measuring customer experience. Uses data-driven insights to guide improvements.

Ensures customer experience designs leverage customer insights and emerging technologies for personalised experiences. Works with senior stakeholders to develop and implement customer experience strategies. Drives collaboration across teams to ensure a consistent experience.

Customer experience: Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

Champions customer experience at an organisational level.

Leads strategic initiatives to enhance customer experience, including the evaluation and adoption of innovative technologies and approaches. Aligns efforts with business objectives and customer needs.

Monitors industry trends and innovations in customer experience.

Develops policies and standards to guide customer experience practices. Ensures adoption of good practices and continuous improvement within the organisation.

Keywords
New skill