Make customer-centricity a company-wide habit
It sounds like utopia, but we make it happen. Explore our training and transformation programs, led by practitioners who've done it inside brands like McDonald's.
14,500 courses delivered, trusted by
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Build a customer-obsessed culture
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Deliver consistent customer experience globally
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Invest in profitable CX initiatives
Our training and transformation programs
CXM Professional
Got an NPS target, a churn problem or a journey that keeps generating complaints? Learn how to find the cause, win the budget to fix it, and get the teams involved to see the same urgency that you do.
Who it's for: CX managers, journey owners, process engineers, product owners and analysts who own CX results but depend on other teams.
€495 per person, self-paced
Online
Classroom
CXM Foundations
Need one customer experience standard across regions, languages and teams that each do it their own way? Build a shared understanding of CX in every part of your organization, from finance, to product to the C-suite.
Who it's for: CX managers at global or multi-region organizations that need one consistent standard of customer experience across languages, cultures and time zones
Request a quote, volume pricing
Online
Classroom
Interaction by Design
Deliver excellent customer service consistently in every branch, by aligning your frontline, managers and leadership around one clear standard.
Who it's for: Organizations with a customer strategy and a service ambition that want to turn it into one way of working everyone follows.
Custom quote transformation program, tailored to your organization
Classroom
Free live webinar
The Calls AI Leaves Behind with Bartek Lechowski and Dimitri Jambé. Thursday, January 28, 2027, 10:00 CET, online.
CXM Skills
CXM Skills
Journey Mapping
Customer Journey Specialist · Michel Stevens
Learn journey mapping that leads to action: turn customer insight into a change story, win stakeholder buy-in and drive real impact.
Who it's for: Journey owners, process excellence and CX professionals who need to map, analyze and improve journeys in their own organization.
€495 per person
Online
Classroom
CXM Skills
Building a Business Case
Monetizing The Experience · Alain Thys
Build a business case for CX that speaks the language of finance and gets your initiative approved.
Who it's for: CX professionals and transformation leads who need budget and buy-in for customer experience initiatives.
€495 per person
Online
Our philosophy
If you have a job, you're a micro CX leader
We believe CX is everyone's job. Yes, we know how this sounds. Like utopia. A beautiful idea that never comes true.
But we know it can be done, because we made it happen inside brands like McDonald's and more. And we learned that making CX everyone's job takes three things: it has to be profitable, practical and enabled.
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Profitable
So leaders back it.
Making customers happy is nice. But making them happy in a way that grows the business is how it lasts. Our practitioners teach both the craft and the commercial mindset behind it.
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Practical
So people know how to do it.
Practical means you can easily use it in your own context. Your industry. Your job. Your culture. All our programs are built for that.
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Enabled
So people can do it.
Great training can still fail at the office door. Old processes. Conflicting targets. Policies that say no. We help you change those too, so people can actually do what they're asked to do.
We make learning extra sticky
We build skills and motivation in the course, then create opportunities to put it into practice.
Learn loops
People remember more of what they learned and apply it better in their daily work.
How it works: Every module in CXM Foundations, CXM Professional and Customer Journey Specialist is interactive, not hours of video. You reflect on a real situation, discover the theory, then apply it straight away.
CXM Academy · WhatsApp
Your try for this week
In your next difficult call, name what the customer wants before you explain the policy. Afterwards, note one thing that changed.
09:02
Nudges that keep it alive
With our team programs, we make sure that your teams put their knowledge into practice in their daily work.
How it works: Short nudges by email, WhatsApp or Teams sent after the training, each with a small assignment to try in their own work.
Activation workshops
Whole teams get through the course at the same pace, even where people resist change, and leave with concrete actions for their own work.
How it works: People work through the online modules first, then join a workshop, run by you or by us, to turn what they learned into actions for their team.
The more resistance to change, the more support we add
Not every organization starts in the same place. We match how we deliver training to how ready your people are for change.
Little resistance
Online
Fast and low effort for organizations that are already keen to change.
How it works: Everyone works through the online modules at their own pace. People are motivated enough to finish without an extra push.
Some resistance
Online plus activation workshop
Keeps everyone on pace and turns the learning into action for each team.
How it works: People go through the modules online, then join an in-person workshop, that makes it concrete for their own team.
A lot of resistance
Classroom
The deepest buy-in for organizations that need more than a nudge.
How it works: Teams learn together in person, then follow up digitally. More effort, but the right choice when resistance to change is high.
Achieve one customer experience standard, in every country and branch
What works in Amsterdam doesn't always work in Riyadh. So we help every team deliver the same standard in a way that fits their local market.
Example
What "convenience" means in a fast food restaurant
Belgium
Food brought to your table.
Bulgaria
Order at the counter and be served.
Malaysia
Tables and chairs that move, so the whole family can sit together.
Same goal, different expectations. Our training helps teams find out what customers expect in each market, so the standard stays consistent where it counts and adapts where it must.
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Learn the same concept, adapt it to your culture
We teach the universal principles behind customer needs, then show how they play out locally. Every team delivers the same standard without copying one market's tactics onto another.
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Nudges that fit each person's job
After a team training program, employees can get short nudges written for their own context (role, culture, branch). The standard gets applied in daily work, in a way that fits their reality.
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CXM Foundations is available in six languages
Same training, in your team's own language and with examples from their own market.
Always up to date
We update our programs every quarter
Customer behavior research uncovers new insights, new case studies come in, and we learn from our own work with clients. So every quarter our course director goes back through the training and updates it with what's new.
New
CXM MCP connector
Mapping a journey or building a business case for CX? Our MCP is here to help.
We don't count training as a success when people finish it. We count it when they use it at work. That's why every client gets lifetime access to our MCP connector. It brings the CXM training knowledge into your work and guides you through each step, just the way you learned it.
Use cases
- Survey design
- Voice of customer
- NPS or CSAT to revenue
- Customer journey mapping
- Business case for CX
What our clients love about us
Trusted by
CXM Professional
The course is for everyone who wants to understand customer behavior, develop CX as a field of expertise, or improve the culture of customer-centricity in their organization.
Camilla Norseng
Head of Customer Experience
ICE, Norway
CXM Professional
A particular strength was the professional dive into models and methods. It gives a solid foundation for engaging management and creating organizational support for the work on customer experience. Highly recommended.
Stine Hjartved
Retail Manager Northern Europe
BMW, Denmark
The Personalization Playbook
I joined the masterclass wanting to sharpen my skills. I left with a framework, a new way of thinking about the customer journey, and a stronger professionalism in personalization.
Elsa Fanney Jónsdóttir
Content Manager
Duos
Meet the experts who train you
Our faculty are practitioners who've built customer experience inside real brands, not career lecturers.
Michel Stevens
Founder & Course Director
CXM Professional · Customer Journey Specialist
I don't build courses for one team. I build them for the whole organization.
Rasmus Houlind
Faculty · Personalization Playbook
Author · originator of the Bowtie of Personalization
Personalization that pays, without breaking trust.
Alain Thys
Faculty · Monetizing The Experience
Author · Customer Transformation Architect
Don't talk about the fluffy stuff. Start speaking in financial impact.
Dimitri Jambé
Faculty · Interaction by Design
Customer contact and learning expert · Independent CX trainer
Questions
Frequently asked questions
What is CXM Academy?
CXM Academy trains people in customer experience management. You can learn online at your own pace, in a two-day classroom, or together with your whole organization, from the frontline to finance. Practitioners and published authors write our courses, and we update them every quarter. CXM Academy is a brand of goCX BV, based in Belgium. Partners deliver our courses in the Nordics and the Gulf.
Which course is right for me?
Start with the job you need to get done. CXM Professional if you own the CX program and have a target to hit. A CXM Skills course if you need one skill now: Journey Mapping (Customer Journey Specialist) or Building a Business Case (Monetizing The Experience). CXM Foundations if the whole company needs one customer language. Interaction by Design if your frontline needs better customer conversations.
How do the courses work? Are they just videos?
No. Our online courses are self-paced, with interactive lessons. In CXM Foundations, CXM Professional and Customer Journey Specialist, each lesson starts with a real scenario: you commit to an answer first, then get the framework and apply it to a fresh case. It is closer to guided practice than to watching someone talk. For teams, we match the format to the group: self-paced, workshop, or full in-person classroom.
Do I get a certificate?
Yes. Our online courses for individuals and the classroom end in an exam and a certificate. Exam questions are drawn at random, and you pass with 70% on the first attempt or 80% on the second. Your certificate is permanent, and you can add it to your LinkedIn profile. For CXM Professional, you choose between the exam and a capstone project.
Which languages and countries do you cover?
CXM Foundations is available in English, Dutch, French, Danish, Norwegian and Arabic, with local examples. CXM Professional is in English, with an Arabic edition for the Gulf. The CXM Skills courses are in English. Interaction by Design is taught in Dutch, French and English. Our classrooms have run in Antwerp, Oslo, Copenhagen and Dubai, and partners deliver in the Nordics and the Gulf.
How much do the courses cost, and is VAT included?
CXM Professional, Customer Journey Specialist and Monetizing The Experience cost EUR 495 each. The two-day CXM Professional Classroom starts at EUR 1,250 per seat excluding VAT, exam and certificate included. Each session page shows its own price. All prices exclude VAT; individuals in the EU pay 21% Belgian VAT on top, so EUR 495 comes to EUR 598.95. Buying for a company? We send an invoice with your company name and VAT number. CXM Foundations and Interaction by Design are priced per organization: request a quote.
Ready to build customer-centric habits that last?
Start self-paced today, or book a conversation and we'll match the right layer and delivery to your organization.