ACX Master® Programme
A 2-day programme that equips executives to manage complex resource allocation decisions with clarity on customer impact—and to strengthen Outside-In oversight of CX outcomes at ExCo and board level.
The strategic tier of the ACX architecture. Deployed with executives across 140+ countries. Underpinned by 20+ years of empirical research with Virgin, Google, Amazon, Disney, and other category leaders.
Strategic judgment. Outside-In clarity.
The ACX Master® is the second level in the ACX certification architecture. Where ACXP establishes foundational decision frameworks, ACXM develops the strategic judgment needed to navigate complex trade-offs and manage customer outcomes at enterprise scale.
ACX Masters are equipped to challenge and shape decisions at the highest levels—providing the evidence base and analytical rigour that ExCo and board audiences require when customer-related outcomes are material.
Accreditation is based on demonstrated application of frameworks to actual strategic decisions in the participant's organisation—not simulated case studies.
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.
Day 1
Strategy & Outside-In Frameworks
Strategic Trade-off Management
Frameworks for navigating complex resource allocation decisions where customer priorities compete with functional and financial objectives. Establishing disciplined judgment under pressure.
The Outside-In Strategic Matrix
Deep application of the strategic matrix tool. Mapping customer outcomes against enterprise capability and identifying misalignments that create execution risk.
Desired Outcomes at Scale
Operationalising customer desired outcomes across business units and geographies. Building the infrastructure for consistent outcome-oriented decision-making enterprise-wide.
Cross-functional Accountability Structures
Designing ownership and escalation paths for decisions that affect customer outcomes. Addressing coordination failures and closing accountability gaps across silos.
Outside-In Decision Frameworks and Risk
Applying Outside-In discipline to customer-related risk. How to surface hidden trade-offs, anticipate reputational exposure, and build board-level confidence in CX decisions.
North Star and SCO Canvas: Live Application
Hands-on exercises using the North Star and SCO Canvas tools against participant contexts. Translating frameworks into actual strategic decisions with measurable outcomes.
Day 2
Application & Simulation
Incentive Alignment and Metric Design
Structuring reward and measurement systems that reinforce long-term customer value over short-term functional metrics. Eliminating gaming and misaligned optimisation.
RAG Analysis and Decision Validation
Using the RAG analysis framework to assess the health of customer-related decisions and operational investments. Building a discipline of evidence-based validation.
Executive Simulation: Strategic Decision Under Pressure
Facilitated simulation placing participants in high-stakes decision scenarios. Practice holding the Outside-In frame when board or market pressure pushes toward inside-out defaults.
Stakeholder Communication and Challenge Quality
Developing the language and evidence base needed to challenge effectively at ExCo and board level. Presenting CX decisions with the rigour that senior audiences expect.
Progression to ACXC and Beyond
Overview of the Champion, Mentor, and Advisor levels. How ACXM capability feeds into enterprise-wide Outside-In structures and supports organisation-wide CX deployment.
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.
Navigate complex strategic trade-offs with clarity on customer impact and enterprise risk
Apply the Strategic Matrix, SCO Canvas, North Star, and RAG Analysis in live contexts
Design cross-functional accountability structures that close decision-making gaps
Build and present the evidence base for CX decisions at ExCo and board level
Align incentive structures with long-term customer value rather than short-term metrics
Surface hidden trade-offs and anticipate reputational exposure before decisions are made
Format
Two intensive days. Available as open cohort sessions or as an in-house programme customised for your organisation and business context.
Accreditation
Based on application of frameworks to actual strategic decisions. Validation is grounded in real trade-offs and customer outcome challenges, not simulated scenarios.
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
2 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.