Traditional CX Measurement is Not Enough
CXi™ is a customer experience and satisfaction insights solution. It helps you move from fragmented CX metrics to clear, decision-ready direction.
Why CXi Exists
Most CX programs measure experience. CXi is designed to help you decide and act.
Not all experience gaps matter equally
Teams need prioritisation, not more dashboards
Scores alone don’t explain future behaviour
A Single Index for CX Decisions
CXi brings customer experience into one unified decision lens, combining four critical dimensions:
Performance – how well expectations are met
Advocacy – strength of recommendation and endorsement
Reconsideration – risk of switching or churn
Competitive Advantage – experience strength versus competitors
Together, they provide a holistic view of customer sentiment and loyalty. CXi™ helps you turn customer experience data into clear decisions that improve retention, loyalty, and long-term value.
What You Can Decide with CXi
CXi helps you:
Identify which experience gaps are impacting retention and reputation
Understand what drives advocacy versus dissatisfaction
Prioritise CX investments across journeys and touchpoints
Focus resources where experience truly affects outcomes
Loyalty-Based Segmentation That Guides Action
CXi maps customers into loyalty-based segments so you can:
Strengthen relationships with advocates
Win back unhappy or at-risk customers
Convert customers who are undecided
This ensures CX actions are targeted, not averaged.
Built to Work With Your Existing CX Programs
CXi does not replace NPS, CSAT, VoC, or journey tools. It works alongside your existing CX measurement systems to:
Interpret experience signals
Provide clear, actionable priorities
Link drivers to outcomes
CXi adds an insights and decision-support layer, not another platform.
Why CXi for Business Leaders
Clear prioritisation, not more metrics
Stronger link between CX and business outcomes
Smarter CX investments
Continuous improvement as expectations evolve
Case Studies
We work with the brands and ensure they stay ahead of the competition, not just as a provider but also as a partner. Our success stories are a testimony to our commitment.
Frequently Asked!
How can Borderless Access enhance the impact of your customer experience initiatives?
We use advanced analytics, algorithms and models to extract insights from diverse data sources and customer satisfaction survey results. For example, our Driver Maps utilize Shapley’s regression to pinpoint crucial aspects shaping CXi for the brand or service, mapping them against performance for a nuanced understanding. Further, our customer experience research shapes future business strategies and initiatives, ensuring improved engagement and impactful outcomes.
How is CXi unique and how is it calculated?
CXi goes beyond indexes like NPS. We offer a comprehensive 360-degree perspective in customer experience research. This includes offering analysis of customer motivations, evaluating key drivers and providing loyalty segmentation for in-depth insights.
In addition to conventional metrics like C-SAT and advocacy scores, CXi considers other vital parameters. These include the customer’s perception of the brand’s competitive advantage over others and their intention to repurchase, emphasizing a comprehensive evaluation of customer experience.
How is CXi different from traditional CX metrics like NPS or CSAT?
NPS and CSAT are useful but limited—they typically measure one dimension, such as likelihood to recommend or immediate satisfaction. CXi, on the other hand, integrates four critical metrics: Performance, Advocacy, Reconsideration, and Competitive Advantage. This delivers a holistic, 360-degree view of customer experience by capturing both emotional and behavioral aspects.
Such extensive customer satisfaction research not only measures what customers feel about your brand but also how they act on it—whether they stay loyal, switch, or advocate. For business leaders, this makes CXi a more strategic, actionable framework than standalone metrics.
Is CXi future-focused? Does it help uncover insights by core customers or sub-segments?
CXi is future-focused. It reveals the current state of your brand or services including the underlying reasons and the competitive advantage. Beyond that, CXi offers a forward-looking perspective, guiding brands or services on the necessary steps to enhance their growth. What makes CXi powerful is its individual-centric approach. By honing in on core customers and specific sub-segments, it goes beyond generic insights, providing a nuanced understanding that is important for strategic decision-making.
Does CXi provide clear recommendations for addressing or elevating your brand or service experience?
CXi is designed in a way to highlight not just what is most attractive about your brand’s experience touchpoint also reinforce continuous improvement where financial impact of customer dissatisfaction can be critical. Our clients have articulated this aspect of CXi’s deliverables as the unique winning point of our solution.
In addition to conventional metrics like C-SAT and advocacy scores, CXi considers other vital parameters. These include the customer’s perception of the brand’s competitive advantage over others and their intention to repurchase, emphasizing a comprehensive evaluation of customer experience.
How does CXi help businesses improve ROI from customer experience initiatives?
CXi moves beyond tracking to focus on business outcomes. By identifying the most critical drivers of customer perception, our B2B customer experience surveys show where investments in service design, communication, or process improvement will deliver the highest returns. Instead of spreading resources thin, leaders can prioritize areas with the greatest impact on loyalty and repurchase. It also uncovers customer segments most likely to switch or advocate, allowing for targeted action. In this way, CXi ensures that CX investments are strategically aligned, cost-efficient, and directly linked to increased customer lifetime value and profitability.
Ready to Improve Customer Experience With Confidence?
Talk to our team about how CXi can help you prioritise actions, strengthen loyalty, and drive sustainable growth.