ACX Master® Programme
A high-impact 3 or 4-day executive programme designed to help leaders make better, faster decisions that directly improve customer outcomes and business performance. The first two days cover the ACX Professional (ACXP) foundation; days three and four complete the Master extension.
Strategic judgment. Outside-In clarity.
ACX Masters focuses on the commercial reality of customer experience: every decision is a trade-off. Participants gain practical frameworks to prioritise investments, allocate resources, and cut through internal complexity—ensuring that CX initiatives deliver measurable ROI, not just intent.
The programme equips executives to strengthen CX governance at ExCo and board level, embedding Outside-In decision-making into core business strategy. Delegates learn how to challenge misaligned priorities, align stakeholders around value, and translate customer insight into actions that drive revenue, retention, and efficiency.
By the end of the programme, leaders leave with a clear, executable approach to turning customer experience into a disciplined, performance-driven capability—one that delivers tangible results and sustainable competitive advantage.
Who is it for?
The ACXM® is designed for executives and senior practitioners who need strategic decision frameworks for complex, high-stakes customer experience leadership.
Senior CX Leaders
Practitioners moving from operational management into strategic leadership roles who need a disciplined Outside-In framework for high-stakes decisions.
Transformation Executives
Leaders accountable for embedding customer centricity as a strategic competence—not a programme—across business units and geographies.
Cross-functional Executives
CFOs, COOs, CMOs, and other functional heads whose decisions directly shape customer outcomes and whose Inside-Out blind spots create enterprise risk.
ACXP Graduates
Practitioners who have completed the Professional level and are ready to develop strategic judgment and Outside-In capability at the Master tier.
Days 1–2 (ACXP foundation)
Outside-In Foundations & CX Innovation
Overview of the ACX Programme
Background and discussion of the Accredited Customer Experience program, its usefulness for individuals and corporations, the underpinning CEMMethod framework, and deployment methods.
Customer Categorization - CCAT (Exercise 1)
Understanding the different types of customers and establishing a structure to categorise and prioritise them. Enabling the organisation to align strategically and operationally to real customer needs.
Outside-In Strategic Matrix - OISM (Exercise 2)
The model to shift organisational focus towards customer-centricity is now codified and includes the OISM, which frames the current (process) state against the future (customer experience).
Successful Customer Outcome Canvas - SCOC (Exercise 3)
Building a clear picture of customer needs aimed at the triple crown: simultaneously lower costs, higher revenues, and improved service. The SCOC helps reveal customer needs even when they don't know them.
CX/Process Diagnostics Part 1
Identifying the causes of work and then fixing them. Customer interactions, in their entirety, are the fundamental cause of work. How can we use them to redefine everything?
CX Innovation - Winning the Triple Crown (Exercise 4)
Innovation from the Outside-In produces incredible results. A structured technique that simultaneously develops double-digit cost reductions, service improvements, and revenue growth.
The Disruption Factor (Exercise 5)
Measuring and justifying the size of improvement. The Disruption Factor applies a formula based on the causes of work to demonstrate the percentage of improvement correlating with growing revenues, reducing costs, and enhancing service.
Days 3–4 (Master extension)
Application, Structures & Accreditation
CX/Process Diagnostics Part 2
The Customer Experience goes beyond perceptions and feelings. To consistently deliver Successful Customer Outcomes, customer interactions must be connected to the people, processes, and systems in the organisation.
CX Lifecycle - The ABACUS Framework (Exercise 6)
Systematically restructuring the Customer Experience to deliver Triple Crown benefits without exception. The mechanism, including Customer Experience Lifecycle Management (CXLM), is part of that means to the end.
Customer Performance Landscape (Exercise 7)
Connecting everything the enterprise goes through to a successful customer outcome. The CPL shows business outcomes, customer outcomes, outputs, activities, interactions, supporting rules, and digitisation.
CX Launch Pad - North Star Alignment (Exercise 8)
Aligning yourself and the organisation to the North Star. Nine fundamental questions guide thinking and practice at a day-to-day level to ensure systematic CX maturity operationally and strategically.
CX Dashboard - Front Line to Board Room (Exercise 9)
A measurement system that transcends old-style KPIs. The CX Dashboard operates from individual level to corporate view, capturing 100% of all real-time activity and enabling immediate course correction.
Developing Tomorrow's Enterprise - Teams & Structures (Exercise 10)
Outside-In enterprises create team structures and skill sets aligned with successful customer outcomes. Migrating from silo-thinking functional specialisms to a new operating model unique to your industry.
CX Launchpad - The CEMMethod and CXMO
Establishing a CX Academy that enables continued development, coordination, and execution of Customer Experience Management thinking and practice on an enterprise-wide scale.
Wrap-Up, Accreditation and Next Steps
Pathway to ACXM accreditation. Assignment briefing, validation criteria, and the roadmap to applying Master-level frameworks in the participant's actual organisation.
What you will be able to do
On completion of the ACX Master® programme and accreditation, executives have the strategic judgment and Outside-In frameworks to lead complex CX decisions with confidence.
Identify specific customer categories and align services, products, processes, and experiences to deliver successful customer outcomes without exception
Apply the Outside-In Strategic Matrix, SCO Canvas, North Star, and ABACUS frameworks in live contexts
Enable the company to win the triple crown consistently: lower costs, higher revenues, and improved service
Structure the organisation to facilitate the experiences and processes you wish to offer customers
Articulate and lead the transformation approach across the entire enterprise
Measure and justify improvement using the Disruption Factor and CX Dashboard from front line to board room
Format
Three or four intensive days: the first two deliver the ACXP foundation and the following days complete the Master extension. Available as open cohort sessions or as an in-house programme customised for your organisation and business context.
Accreditation
Accreditation follows the completion of exercises and assignments based on the participant's actual work. Offered as an open or in-house programme, the latter customised for specific companies and businesses.
Open Sessions
ACX Master is available through open cohort sessions for individual executives and small leadership teams across multiple locations.
The ACX certification pathway
ACXM is the second level in a structured progression from foundational CX practice to enterprise-wide Outside-In capability deployment.
1–2 Days
4 Days
This programme
3 Days
2 Days
Annual 1 Day
The ACXA® Advisor runs annually across all levels and maintains currency with the latest CEMMethod® version releases.
Participant Perspectives
The programme highlighted the link between customer experience and internal process discipline. It reinforced that sustainable experience improvement depends on how organisations design and govern their operating decisions, not surface-level innovation.
Customer Experience Designer
Financial Services · South Africa
The sessions delivered clear outcomes against a critical customer experience priority. They enabled focused collaboration and produced tangible outputs while maintaining strong engagement across the team.
Head of Commercial Change Strategy
Banking · North America
The programme materially changed how I approach improvement and prioritisation. It provided a structured way of thinking that could be applied immediately to real business challenges.
Vice President, Client Experience Process Improvement
Global Bank · United States
The programme reshaped how teams measure, collaborate, and make decisions with the customer in mind. It established a more consistent and disciplined approach across functions.
Head of Operational Analytics and Data Management
Media & Entertainment · South Africa
The learning approach is grounded in real-world application and current case material. Each engagement demonstrated clear improvement in both content and practical relevance.
Director, Business Transformation
Professional Services · Saudi Arabia
Framework foundation
The ACXM® programme is underpinned by the CEMMethod®—initially developed in 2002–05 with companies including Virgin, Google, and Amazon. Now in version 16, it codifies the Next Practices of the world's leading exponents of customer centricity.
Delivered by BP Group (est. 1992) and 40+ global partners across open and in-house formats.