Build Confidence, Drive Impact: What You’ll Learn Inside the ASI Academy

A successful Customer Experience (CX) program doesn't happen by accident—it’s built through intention, structure, and capability. At ASI Academy, we help organizations across industries build the confidence and competence to lead Experience Management (XM) programs that create real impact.

Whether you're just getting started or scaling an enterprise-wide transformation, the ASI Academy equips professionals at every level with the tools, methods, and mindset to embed experience management into the DNA of the organization.

Here’s a look at what we teach and how it empowers CX leaders to drive results.

1. Experience Management (XM) Integration

Description: XM is the holistic management of Customer Experience (CX), Employee Experience (EX), and Product Experience (PX). Investing in XM improves market capitalization, reduces attrition risk, and increases organic growth.

Skill-Building Recommendation:

• Study integrated XM platforms (e.g., Qualtrics).

• Join industry forums (like CXPA, EX Summit) that explore multi-dimensional experience strategies.

• Review case study reviews where firms integrated XM for strategic advantage.

• Attend CXPA Recommended training for CX Leaders

• Envision a potential future state where XM informs all decisions in the organization.

2. Brand Promise Alignment

Description: Define a statement that reflects your organization's purpose beyond its offerings. All experience design should align with

the promise within the statement.

Skill-Building Recommendation:

• Work with marketing and leadership to articulate a brand narrative.

• Practice distilling complex operational goals into a unified experience vision.

• Learn frameworks like Simon Sinek’s "Start with Why" to clarify purpose-driven branding.

• Review Daniel Pink’s material on Human  Motivation.

3. Understanding Customers & Employees (VoC/VoE)

Description: Capture perceptions and needs through mechanisms like VOC/VOE surveys, social media, ethnography, and industry research.  Any feedback should be collected in a conversational manner.  Humans would rather talk and tell stories than answer questions. 

Skill-Building Recommendation:

• Learn how to build and analyze relationship and transactional surveys.  Key transactions would include Onboarding, Initial Experience (first transaction, first month of employment), Support, Renewal, Training and Promotion.

• Study behavioural research methods and qualitative analysis.

• Get hands-on with tools that aggregate omnichannel feedback (e.g., Sprinklr, Qualtrics).

4. Customer Journey Mapping (CJM)

Description: A foundational method to visualize customer touchpoints. Informed by Human-Centered and Service Design, CJM aligns experience with the brand promise.  CJM views the experiences from an emotional and level of effort impact on the stakeholder (Customer, Employee, Partner).

Skill-Building Recommendation:

• Take training from IDEO U or Stanford d.school on Design Thinking.

• Conduct live CJM workshops to practice real-time facilitation and empathy mapping.

• Extend mapping to employee and partner journeys for broader impact.

5. Establishing Intentional Experiences & Metrics

Description: Identify your "North Star" metrics that signal alignment between experience and expectations (e.g., NPS, effort score, brand trust).  This is typically a measure that is meaningful to the executives as well as the front-line manager.  The measure indicates your progress in improving the alignment of the brand promise and the brand experience at all touchpoints

Skill-Building Recommendation:

• Study leading indicator frameworks like OKRs, EX25 and customer KPIs.

• Use regression and correlation tools to identify metric drivers.

• Implement dashboarding solutions to create organization-wide visibility.

6. Experience Gap & Belief Formation

Description: Customer perception is shaped by the gap or alignment between expectations and actual experiences. Over time, these perceptions shape beliefs.  Beliefs lead to behaviors. Beliefs drive your autonomic behaviours.  Humans will naturally behave in accordance with their beliefs.  

Skill-Building Recommendation:

• Study behavioral economics and psychology (books like Thinking, Fast and Slow).

• Use customer interviews and timeline analysis to track sentiment evolution.

• Learn how to model belief pathways using data from journey feedback loops.

7. Proving and Projecting ROI

Description: Demonstrating ROI is essential to secure executive buy-in. This can be pro forma (predictive) or empirical (based on tracked results over time).

Skill-Building Recommendation:

• Learn financial modelling techniques to estimate gains from reduced churn, improved NPS, and organic growth.

• Collaborate with finance to baseline current costs and performance.

• Collect longitudinal data from closed-loop programs to create before/after comparisons.

8. Designing Effective VoC/VoE Programs

Description: Design surveys and feedback loops to surface actionable insights, integrate CRM and operational data, and enable improvement at every level.

Skill-Building Recommendation:

• Take specialized courses on NPS/XMI/driver analysis (e.g., Bain, Qualtrics).

• Practice building feedback loops that operate at the individual, team, and enterprise level.

• Integrate customer data from CRMs and POS systems to enrich VoC/VoE analysis.

9. Omnichannel Listening & Integration

Description: Leverage social media, customer care data, digital interaction logs, and third-party research to build a 360° view.

Skill-Building Recommendation:

• Learn how to tag and categorize unstructured data using NLP and text analytics tools.

• Build API integrations for omnichannel feedback pipelines.

• Practice sentiment and topic trend analysis on digital channel data.

10. Governance & Continuous Improvement

Description: Long-term success requires structured governance—charters, cadence, COEs, and a commitment to action.

Skill-Building Recommendation:

• Study governance design, including chartering, steering committee best practices, and COE role-building.

• Facilitate cross-functional working groups to apply governance models.

• Learn inner and outer loop feedback mechanisms and apply them rigorously.

11. Building a Center of Excellence (COE)

Description: The COE stewards the XM discipline across the organization—developing strategy, maintaining roadmaps, and coaching others. The COE is responsible for managing the governance, establishing the overall strategy and roadmap, and building the organizational competence in XM disciplines, starting with the COE itself.  

Skill-Building Recommendation:

• Interview COE leads in other functions (e.g., Data Science COEs).

• Define your COE’s scope, maturity roadmap, and impact charter.

• Train internal facilitators on XM disciplines to scale capability from the center.

• Ensure employee onboarding and front-line staff have fundamental XM training, not just job execution training.

 Your CX Transformation Starts Here

We believe in building more than just CX awareness—we build CX confidence.

With the ASI Academy, your teams gain the skills, structure, and strategic mindset to lead customer-centric change at scale.