How The CX Deck Works



Card sort activity

As you play, you’re building a shared picture of who your customers are, what you truly know about them, and what you don’t. Where the heart of that relationship lies.   

The objective is to agree and clearly articulate the key elements of your desired customer experience and how you can work together to shape it. 

9-Step Method

The game guides you through a 9-step process where you sort the cards into three piles: what you want your customers to feelnot feel, or emotions that don't apply. This begins with raw sorting, then you start to prioritise and explore. You’ll complete some steps individually and others as a group. Discussion is a big part of the game.  

The cards in the pack

The CX Deck is made up of white emotion cards. Each relates to a potential positive or negative customer feeling, such as Comfortable, Welcome, or Frustrated. 

Why you need more than one


If you plan to use The CX deck in a session with more than one person, ideally every person in that workshop should have their own deck. This helps everyone have their say no matter how loudly or quietly they express themselves. It also reduces the groupthink and herd mentality that often derails workshops.

We've all been in a workshop where the loudest person in the room dominates the discussion and others aren't able to share their point of view.

Plus when each person uses their own deck, you create an effortless conversation about the gaps and alignment between people in a team in a non-threatening, constructive manner. 

Buy The CX Deck now

Invest in The CX Deck now and transform the way you engage your team to think about your customer experience.

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Play as a team or solo

Play either as a team or on your own. Ideally, everyone should work with their own deck.

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Why The Customer Experience Deck works

Great customer experience is a relationship of quality and trust. But the hard truth is that many organisations don't understand their customers, don't have the right tools, and aren't asking the right questions about customer experience. 

The CX Deck works from the inside out, helping teams get right to the heart of what they know about their customers and how they want them to feel. Layers of action can then be shaped around these core insights. Working this way sets a customer-centric approach in place from the start.  

People usually "get it" very quickly, they see the value of approaching customer experience in this way, and they’re delighted with the results. Often at the end of sessions we hear, "we should have been doing this all along."