Recognition is based on evidence that substantiates the applicant's declared CX work, not on declarations or document presence alone.
CXTRUST MARKCustomer Experience Excellence. Proven.
CXTRUST MARK Standards & Methodology
The formal standards foundation, evidence-validation architecture, scoring rules, recognition levels and integrity controls governing the CXTRUST MARK.
CXTRUST MARK Excellence Standard
Customer Experience Assessment, Evidence Validation & Recognition Framework
Version 2.0
STATUSCurrent
EFFECTIVE DATE11 August 2026
STANDARD OWNERCXTRUST MARK
ASSESSMENT METHODEvidence-validated
01
Purpose & Scope
The CXTRUST MARK Excellence Standard defines the principles, evidence-validation requirements, scoring rules and qualification gates used to determine the level of customer experience achievement demonstrated by an organisation within a declared scope and assessment period.
The applicant experience is intentionally simple and guided. The rigour sits behind the journey: a claim must be linked to evidence, the evidence must support the claim, and mandatory validation gates must pass before recognition can be issued.
Evidence is checked against the organisation, scope, assessment period and criterion before it can contribute to scoring.
Measurable customer outcomes form a mandatory component of the evaluation.
Qualification is completed before payment. The annual fee activates formal recognition and ongoing validation; it never changes the independently determined score or recognition level. Recognition level is determined by validated evidence and the published scoring model.
Meaning of CXTRUST validation
CXTRUST validation confirms that the evidence submitted supports the declared CX claim against the applicable CXTRUST criteria for the stated scope and assessment period. It is not a guarantee of every underlying business fact and does not replace a statutory, financial or ISO certification audit.
02
International Standards Foundation
CXTRUST MARK is an independently developed proprietary assessment and recognition standard informed by internationally recognised standards relevant to service excellence, service-excellence maturity, customer-satisfaction measurement and complaints handling.
PRIMARY FOUNDATIONISO 23592:2021
Service excellence — Principles and model
Provides the principal international reference for service-excellence principles and the pursuit of outstanding customer experience.
MATURITYISO/TS 19387:2025
Service excellence — Maturity model
Provides guidance on the development and maturity of service-excellence practices.
MEASUREMENTISO 10004:2018
Customer satisfaction — Monitoring and measuring
Provides guidance relevant to the credibility of customer measurement and outcome evidence.
COMPLAINTSISO 10002:2018
Customer satisfaction — Complaints handling
Provides guidance relevant to complaint handling, service recovery and improvement practices.
Standards statement: CXTRUST MARK is not an ISO certification and does not represent certification, accreditation or endorsement by ISO. The referenced standards provide an international reference foundation for the proprietary CXTRUST MARK methodology. CXTRUST MARK does not reproduce or replace those standards.
03
Guided Evidence Architecture
All new Standard v2.0 applications use the guided My CXTRUST Validation Hub. Applicants keep their existing operating methods and submit the customer measures, CX practices and operational evidence they already use. CXTRUST creates the structured validation record behind the scenes.
1ClaimState the CX practice or outcome being demonstrated.
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2Evidence IDLink the claim to a defined evidence reference.
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3CorrelateRead the supporting file and compare it with the claim.
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4ValidateOnly supported facts and stages proceed into scoring.
Evidence must credibly relate to the applicant organisation.
Evidence must be relevant to the declared scope and assessment period.
A document must actually address the CX criterion it is submitted to prove.
Where a measurable claim is made, the evidence must support the relevant fact, metric or outcome.
Evidence Integrity controls
- Generic guides, blank templates, CXTRUST reference material and unrelated documents do not qualify as organisational proof.
- A file receives no credit merely because it was uploaded.
- Contradictions between claims and evidence stop automatic validation.
- Ambiguous or insufficient evidence fails closed and must be strengthened or reviewed.
- Supporting evidence is treated as data, not as instructions to the validation engine.
04
Assessment Model & Deterministic Scoring
Once the evidence-validation gates are satisfied, validated facts are converted into a deterministic 100-point score. The AI validation layer does not freely invent the final score.
1DefinedA relevant process, policy, standard or operating requirement is evidenced.5 points
2ImplementedEvidence supports active deployment within the declared scope.9 points
3MeasuredEvidence supports monitoring through relevant measures or records.12 points
4ProvenEvidence supports sustained practice together with credible outcomes or improvement.15 points
60%Standards & Practice
Four evidence-validated standards areas, each worth up to 15 points.
25%Evidence Confidence
Derived from the strength and coherence of the validated evidence set, with lower confidence capped where validation is only partial.
15%Customer Outcomes
Customer performance and trend points are included only when the submitted evidence supports the relevant metric.
05
Mandatory Validation Gates
A numerical score alone can never create a CXTRUST MARK. The evidence set must be evaluation-ready and pass the mandatory Evidence Integrity gates.
Organisation identity
The evidence must support a credible relationship to the applicant organisation.
Scope and period
The evidence must correspond to the declared assessment scope and period.
Criterion relevance
The evidence must substantively support the CX criterion and claim being assessed.
Measurable proof
At least one supported customer outcome must be present and Evidence Confidence must reach the published validation floor.
Integrity
Generic/template material or material contradictions prevent automatic qualification until corrected or resolved.
RECOGNITION ENTRY50 / 100
EVIDENCE CONFIDENCE FLOOR10 / 25
CUSTOMER OUTCOME GATEValidated primary outcome required
FAILED MANDATORY GATENo recognition
06
Recognition Levels & Continuous Progression
Organisations that pass the mandatory validation gates are recognised at the level supported by their validated score. Every level receives a Path to the Next Level so recognition becomes the beginning of the next CX improvement cycle, not the end.
CXTRUST MARK — EMERGING50–59
CX foundations are evidenced and a structured improvement path is established.
CXTRUST MARK — BRONZE60–69
Implemented CX practices are demonstrated through validated evidence.
CXTRUST MARK — SILVER70–79
Measurable CX capability and customer evidence are demonstrated.
CXTRUST MARK — GOLD80–89
Strong evidence-backed customer experience performance is demonstrated.
CXTRUST MARK — PLATINUM90–100
The highest score-based level of proven CX excellence.
CXTRUST — DIAMOND PATH5 cycles
A sustained-excellence distinction requiring five validated annual cycles and a separate Diamond eligibility review. It is not awarded from score alone.
Path to the Next Level
Not Yet Qualified, Emerging, Bronze, Silver, Gold and Platinum organisations receive specific guidance on the evidence, practices and outcomes that should be strengthened next. Platinum organisations progress onto the sustained-excellence Path to Diamond.
07
Applicant Journey, Improvement & Renewal
1RegisterCreate My CXTRUST and declare the assessment scope.
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2PrepareTell CXTRUST how you work and attach the operational evidence you already use.
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3ValidateCXTRUST correlates claims, outcomes and operational evidence before any recognition fee is requested.
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4Recognise & improveReceive the validated level and a pathway to what comes next.
SIMPLE TO BEGIN · RIGOROUS TO EARN
Your paceOpen My CXTRUST Workspace
After activationEvidence Validation
90 daysImprovement Window
AnnualRevalidation & Continuous Validation
Flexible completion. Controlled validation.
Save progress and return when your CX information and supporting evidence are ready.
The organisation submits evidence at its own rhythm. If a validation check needs strengthening, the record remains saved and My CXTRUST shows the next action.
An evaluated organisation that has not yet reached recognition can strengthen the work and submit updated evidence for included revalidation.
Recognition is re-earned against current evidence, while the longitudinal validation record supports continuous progress between formal reviews.
Verification and use
Successful organisations receive a unique verification ID and public record identifying the recognised organisation, declared scope, score, recognition level, issue date, renewal date, status and methodology version. The CXTRUST MARK may be displayed only while that verification record is active and only for the recognised scope.
Standards review policy
The CXTRUST MARK Standards Framework is version controlled and reviewed periodically. New and renewed assessments may be evaluated against the methodology version in force at the relevant assessment date.
Administrative review
An applicant may request review where it believes there has been a factual, data-processing or administrative error. A review does not guarantee recognition and does not override the mandatory validation gates.