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.

SFIA 9 is in development

  • SFIA 9 beta due in early July 2024
  • SFIA 9 planned for publication October 2024

This is a prototype for SFIA 9. It is subject to change before publication.

Disclaimer - prototypes/new skills may be substantially modified prior to launch or may never be released.

Guidance notes


Activities may include, but are not limited to:

  • engaging with customers to understand their needs, preferences, and expectations through various research methods
  • creating and optimising customer journeys to enhance satisfaction, loyalty, and overall experience
  • developing and implementing customer experience strategies that align with business goals and improve customer interactions
  • continuously monitoring and measuring customer experiences using appropriate metrics and feedback systems
  • leading initiatives to improve customer experience based on data-driven insights and customer feedback
  • working with cross-functional teams to ensure a consistent and integrated customer experience across multiple channels and touchpoints
  • using technology and tools to support and enhance customer experience efforts
  • ensuring that customer experience practices comply with relevant standards, regulations, and policies.

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 reponsibilities.

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 with tasks (generic examples are provided by the essence statements for each level)

Where higher levels are not defined...

  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.


Defined at these levels: 2 3 4 5 6

Show/hide extra descriptions and levels.

Level 1

Level 1 - Follow: Essence of the level: Performs routine tasks under close supervision, follows instructions, and requires guidance to complete their work. Learns and applies basic skills and knowledge.

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.


Engages with customers to understand their basic needs and preferences.

Uses standard techniques to gather feedback.

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 supervises others, works autonomously under general direction, and contributes expertise to deliver team objectives.


Leads customer research activities, ensuring a comprehensive understanding of customer needs and expectations.

Designs and refines customer journeys, working with cross-functional teams to enhance touchpoints and interactions.

Develops and implements strategies to improve customer experience.

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 achieving workgroup objectives and managing work from analysis to execution and 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.

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, fosters organizational collaboration, and accepts accountability in key areas.


Champions customer experience at an organisational level.

Leads strategic initiatives to enhance customer experience. 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.

Level 7

Level 7 - Set strategy, inspire, mobilise: Essence of the level: Operates at the highest organisational level, determines overall organisational vision and strategy, and assumes accountability for overall success.

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