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Open Assessment · CCXS

Customer Experience in Practice

Twenty questions at the level of the CCXS certification exam, on perception that forms across dozens of touchpoints: journey, touchpoint ownership, indicators, data, culture and the people who deliver it.

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  • Free

    No account, no card, no limit on attempts.

  • Not the certification exam

    Separate questions, never reused in the exam.

  • Nothing on your record

    Your answers are not kept. Only the result by domain is saved, linked to you only if you are signed in, and it produces no credential.

Sample questions

Two questions from this practice test, in the same style as the certification exam. Answer before opening the explanation.

  1. Question 1

    A chain of opticians is going to review the design of its touchpoints and lists the elements it has to secure. Which set corresponds to the elements of an effective design of brand and touchpoint?

    1. Volume of data stored, number of active channels and frequency of contact with the customer base.
    2. Cohesion between touchpoints, consistency of the experience delivered and sensitivity to the context of the customer.
    3. Approved budget, formal sponsorship from the board and a rollout schedule agreed with every area involved.
    4. Number of indicators per channel, response time and the average score obtained in the last survey run.
    Show answer and explanation

    Correct answer: B. Cohesion between touchpoints, consistency of the experience delivered and sensitivity to the context of the customer.

    Cohesion ensures that the touchpoints tell the same story, consistency ensures that the delivery repeats, and sensitivity to context allows what repeats in the life of the customer to be adapted. A data repository, a budget and an indicator dashboard are supporting means: none of them is an element of the design.

  2. Question 2

    A health insurance operator has sustained a good experience result for three years, despite the natural turnover of the sector. What explains a result that holds in the long term?

    1. A permanent institutional campaign, which keeps the brand present in the media and sustains the perception of the outside public.
    2. A profitable product portfolio, which generates enough margin to fund experience initiatives.
    3. A clear and well executed strategic people cycle, from attracting to appraising those who operate the touchpoints.
    4. A dedicated investment injection, which secures a stable budget for the initiatives of the next three years.
    Show answer and explanation

    Correct answer: C. A clear and well executed strategic people cycle, from attracting to appraising those who operate the touchpoints.

    It is people who deliver the experience, and the result only repeats when attracting, developing, compensating, retaining and appraising are linked together. Media, margin and budget fund initiatives, but none of them stops the departure of people taking the capability built with them.

Take the full practice test, with 20 questions →