EX - Employee Experience
Evolution of current employee experience
Includes FTE, PTE, contractors etc
CX - Consumer Experience
Evolution of current customer experience
Includes all consumer types: customers, clients, visitors, students, members etc
PX - Partner Experience
Separate from current customer experience
Includes suppliers, distributors, resellers, investors, strategic partners etc
IX - Influencer Experience
New dimension
Includes media, experts, advocates, content creators etc
SX - Societal Experience
New dimension
Includes communities, general public, regulators, environment etc
EX - Employee Experience
Employee Experience (EX) evolves within the XEF to apply experience principles to EVP development, touchpoints and interactions.
By connecting EX directly to strategy, operations, and measurement, rather than managing it in isolation, it ensures internal experience is as intentional and consistent as external audience experiences.
When people understand not just what to do but why it matters – how their specific role contributes to the experience the organisation has committed to delivering – it has a direct impact on engagement, accountability, and performance.
CX - Consumer Experience
Consumer Experience (CX) evolves Customer Experience, making it broader in application. A consumer is universal, they consume your product or service, and can apply to any industry e.g. clients, students, members, visitors etc.
CX encompasses the entire relationship, the full consumer journey, not just the transaction.
Consumers include:
- Target market (aware of your brand, not yet engaged)
- Prospective consumers (considering your brand)
- Active consumers (purchasing, using)
- Loyal consumers (repeat purchase, advocacy)
- Lapsed consumers (alumni, dormant)
PX - Partner Experience
Partner Experience (PX) is separated from CX, as they operate within a commercial and contractual dynamic that is far more complex, interdependent, and strategically significant than a typical consumer relationship.
Partners are often active extensions of your brand, motivated by a commercially viable and mutually rewarding business relationship, and significantly impact both revenue and end consumer experience.
Partners include:
- Commercial Partners (distributors, resellers, retailers)
- Supply Partners (suppliers, vendors, service providers)
- Strategic Partners (joint ventures, co-innovation, technology)
- Financial Partners (investors, lenders)
IX - Influencer Experience
Influencer Experience (IX) is the cumulative experience that influencers have across every interaction with your organisation.
Influencers shape perception at scale – their experience of your brand directly determines the authenticity, reach, and tone of the narratives they create and the audiences they influence.
Influencers includes:
- Media (journalists, broadcasters, publications)
- Expert Influencers (industry analysts, academics, thought leaders)
- Advocates (brand ambassadors, loyalists)
- Content Creators (social creators, bloggers, podcasters)
SX - Societal Experience
Societal Experience (SX) is the experience of communities, the environment, and the general public.
From ESG and net zero commitments, to ethical supply chains and data privacy, organisations are being judged on how they operate, what they stand for, and the legacy they leave – elevating societal experience from a compliance obligation to a strategic imperative.
Society includes:
- Local communities impacted by your operations
- Broader society and public interest
- Environmental stakeholders and future generations
- Regulators and governance bodies (as society's representatives)