What CXG does

CXG is a Dubai-headquartered customer experience consultancy founded in 2006 that serves more than 220 premium and luxury brands globally. The firm operates through offices in Dubai, Paris, Singapore, Shanghai/Hong Kong, Seoul, London, and New York, employing 251-500 staff including 88+ dedicated CX experts, and maintains a global community of more than 85,000 affluent CX evaluators. It is led by founder and CEO Christophe Caïs and has no disclosed external investors or parent company, operating as an independent private firm.

The company's core offerings span four areas: (1) strategy and transformation services including Signature Experience Design, Customer Journey Mapping, and CX Ecosystem Assessment; (2) CX measurement through the flagship Customer Experience Evaluation (CXE) program, which carries 18 years of luxury-specific data history across 220+ brands, plus NPS Pulse subscription measurement and Voice of Customer program design; (3) employee experience and training through Voice of the Team, bespoke workshops, a SCORM-compatible Digital Training Library, and 300 training modules delivered to 47,000+ trainees; and (4) data and benchmarks including CX Competitor Benchmark and Price Intelligence, which monitors 90+ brands across 3 million+ SKUs in 12 global markets. Underlying technology comprises the proprietary CXG Connect data portal for VoC visualization and the CXG App for mobile coaching and evaluator access.

CXG generates revenue primarily through professional services engagements — bespoke, quote-based, multi-year contracts delivered via direct enterprise field sales from its regional offices — supplemented by recurring NPS Pulse subscription revenue and emerging data-product revenue from Price Intelligence. The customer base is concentrated in luxury verticals: fashion and accessories (Louis Vuitton, Prada, Berluti, Saint-Laurent, Versace, Fendi, Givenchy, Balenciaga, Bally, Moncler, Bottega Veneta, Ferragamo), watches and jewelry (Cartier, Boucheron, De Beers, Piaget, IWC, Montblanc), luxury beauty (L'Oréal, L'Oréal Luxe, Guerlain, Sephora), luxury automotive (Bentley, Maserati, Genesis), and travel retail (Chalhoub). Marketing is thought-leadership-driven, anchored by The Luxury Edit podcast, weekly "This Week in Luxury" insights, keynotes, and case studies targeting luxury brand leadership.

Name

CXG

Legal name

CXG

Website

https://cxg.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

CXG is a Dubai-headquartered customer experience consultancy founded in 2006 that serves 220+ premium and luxury brands globally through CX measurement, training, consulting, and a proprietary network of 85,000+ affluent evaluators.

Ownership category

akta.pro rank

Product category

Luxury Customer Experience Consulting

NAICS

Other Scientific and Technical Consulting Services (54169)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industries

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK), Customer Experience (CX) & Journey Strategy (MPAAAFAI), Customer Experience (CX) & Service Excellence (EDABACAB)

Keywords

• Customer experience consulting
• Luxury retail performance
• CX measurement programs
• Retail employee training
• Luxury market benchmarking

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. CX Consulting Services: Strategy and transformation consulting engagements with luxury brands to address unique CX challenges and drive meaningful transformation.
2. Training and Workshops: Bespoke training programs and workshops for leadership, management, and front-line teams to deliver exceptional customer experiences.
3. CX Evaluation Programs: Customer Experience Evaluation (CXE) programs that measure customer satisfaction and identify gaps between customer expectations and brand delivery.
4. NPS Pulse Subscription: Ongoing NPS measurement and advisory services with five-step approach: Collect, Visualize, Analyze, Act, and Advise.
5. Price Intelligence: Competitive price monitoring and positioning strategy services covering 90+ brands across watch, jewelry, and leather goods industries.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

CXG is a customer experience consultancy that partners with premium and luxury brands to measure, design, and improve customer experience through proprietary CX evaluation programs (CXE, NPS Pulse, VoC), strategy and transformation consulting, retail performance diagnostics, and bespoke training and coaching. It operates a global evaluator community of 85,000+ affluent clients and serves 220+ luxury brands across fashion, watches, jewelry, beauty, automotive, and travel retail sectors.

Product overview

CXG is a customer experience agency and consulting firm that partners with premium and luxury brands to recover unrealized revenue by turning insight into measurable retail performance at scale. The company operates a platform-plus-modules architecture centered around its core CX measurement and consulting services. The primary product portfolio includes Signature Experience Design, Customer Experience Evaluation (CXE) — the company's flagship mystery shopping evolved program with 18 years of data history — NPS Pulse for loyalty measurement, Voice of the Customer (VoC) programs, and Voice of the Team (VoT) for employee engagement. Supporting these core offerings are training solutions (Bespoke Training, Digital Training Library with SCORM modules, and Activation Workshops), retail performance tools (Store Concept Optimization, Retail Assessments, Online Brand Experience, Event & Pop-Up Experience), and strategic intelligence (CX Competitor Benchmark, Price Intelligence monitoring 90+ brands across 3M+ SKUs). CXG also operates specialized practices in Travel Retail and publishes thought leadership through The Luxury Edit Podcast, Keynotes & Seminars, and weekly 'This Week in Luxury' updates. The company leverages proprietary technology platforms (CXG Connect for integrated data visualization and CXG App for mobile coaching) and maintains a global community of 85,000+ luxury CX Evaluators across 5 offices worldwide serving 220+ premium and luxury brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Experience Design A framework that integrates brand values, emotions, moments, and in-store activation to fully capture and convey authentic brand emotions to luxury customers, rooted in the brand's DNA.
• CX Consulting & Transformation Pragmatic strategies and tailored solutions addressing unique CX challenges of luxury brands, driving transformation through a 3-Lens Approach examining customers, teams, and expert perspectives.
• Customer Journey Mapping A six-step data-driven framework visualizing and understanding the complete sequence of customer experiences from first awareness to purchase and post-purchase engagement.
• CX Ecosystem Assessment A holistic assessment evaluating on-stage customer interactions and off-stage factors including CX strategy, tools, processes, learning and development activities, and employee experience through a three-lens approach.
• Customer Experience Evaluation (CXE) A mystery shopping evolved program for premium and luxury brands that delves into customer emotions and journey depth, measuring whether desired customer experiences are being delivered. Backed by 18 years of luxury CX data history across 220+ brands.
• NPS Pulse A tailored NPS program aligned with luxury CX strategy, offering personalized program design, expert guidance, and actionable insights through a five-step consultative approach: Collect, Visualise, Analyze, Act, and Advise.
• Voice of the Team (VoT) A retail excellence initiative designed for frontline teams that identifies service perception gaps between teams and clients through Mirror Analysis, focusing on Employee Experience to improve CX.
• VoC Program Design A framework for creating or redesigning Voice of Customer programs aligned with brand strategy across five stages: Vision & Ambition, Goals & Identity, Organization & Governance, Scope and Data Analysis, and Data Activation.
• Bespoke Training and Workshops Tailored training and workshops using a haute couture approach, following Assess, Design, Activate, Train, Coach methodology to develop client-facing team competencies and drive mindset and behavioral changes.
• Digital Training Library Ready-to-use collection of SCORM-compatible digital training modules covering Art of Selling, Clienteling, Retail Management, Emotional Selling, and Luxury Environment, designed for deployment across LMS systems.
• CX Competitor Benchmark Comprehensive view of a brand's CX performance compared to key competitors through quantitative research (CX Evaluations) and qualitative research (focus groups), including assessments against up to 2 competitors.
• Price Intelligence Comprehensive pricing intelligence solution monitoring global prices across 90+ brands in watches, jewelry, and leather goods industries with 3 million+ SKUs collected annually, including competitive price monitoring and price positioning strategy.
• Travel Retail Solutions Specialized CX solutions for travel retail stakeholders including Airport Authorities, Travel Retail Operators, and Brands, addressing the $9 billion value gap in the industry through experience-driven strategies.

Quantifiable outcome

• Improved retail KPIs including conversion rates, UPT (units per transaction), and ATV (average transaction value)
• +3 more outcomes

Named customers31 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bain & Company: Global management consultancy with a dedicated Customer Experience practice serving luxury and premium brands. Represents a broader incumbent that competes with CXG at the strategic CX transformation layer, especially for luxury Houses bundling CX work into broader mandates.

Direct peers

• Medallia: Enterprise CX and VoC platform widely adopted by luxury and premium brands for omnichannel customer feedback. Represents the technology-side competitor to CXG's measurement and benchmarking services.
• Ipsos: Global market research and CX firm with a dedicated mystery shopping and customer experience division serving many of the same luxury and premium brands as CXG. Closest large-scale analog to CXG's CXE-style evaluation and benchmarking work.
• Qualtrics: Experience management platform offering NPS, customer journey analytics and VoC solutions at enterprise scale. Comparable to CXG's NPS Pulse and broader CX measurement portfolio, particularly for brands building in-house CX capabilities.
• Kantar: Major research and insights group with a customer experience practice spanning brand experience measurement, retail audits and VoC programs. Directly comparable to CXG's benchmarking, VoC and mystery shopping offerings for premium brands.
• Intouch Insight: Specialist in mystery shopping, customer experience measurement and operational audits for multi-location retail and service brands. Closely comparable to CXG's CXE mystery shopping and retail assessment work.
• InMoment: Customer experience intelligence platform combining VoC software with professional services and analytics. Comparable to CXG's integrated platform-plus-services model, particularly around VoC and CX improvement.
• Service Quality Institute (SQI): CX training, certification and culture-change consultancy serving global service organizations. Comparable to CXG's bespoke training, workshops and Digital Training Library capabilities.
• MaritzCX (Maritz Motivation Solutions): Long-standing CX research and advisory firm operating a mystery shopping service and customer experience measurement suite. Closely comparable to CXG's CX evaluation and improvement methodologies.
• Walker Information: CX advisory firm specializing in NPS-based measurement, customer experience analytics and B2B/B2C benchmarking. Comparable to CXG's NPS Pulse and VoC program design offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLhCz3H7PjZXEYiBB2DPCcfTa3h0_9SFLd
• Xx.com/thecxgroup
• Facebookfacebook.com/WeAreCXG
• LinkedInlinkedin.com/company/cxgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CXG