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The Customer Experience Maturity Model
CloudCherry | March 4, 2019
You can’t decide where you’re going if you don’t take stock of where you are. An amazing customer experience won’t just happen by accident. To assess your readiness for CX improvement, look to the CX Maturity Model.
In thousands of interviews across industries, with companies of every possible size, we started to notice certain CX patterns emerging. Here’s how to find those patterns in your own organization, so you can assess your CX readiness and take action.
In a study done by Forrester, they concluded that a firm must master six specific CX competencies before they can achieve exceptional CX. Those competencies are:
How would embracing these competencies look inside of a real-life organization? Following are a few examples of real companies that used these competencies to improve their overall CX model:
Once you’ve laid the groundwork for great CX, you need ways to sustain it for the long-term. This will require getting thousands of people to consistently work together to produce wonderful experiences across tens of products and channels. In other words, great CX management will require:
To gauge your place on the CX maturity scale, you must assess your CX activities in each competency. Based on your maturity in each competency, to decide whether you’re a beginner, intermediate, or advanced. For each maturity stage, you can then begin to understand what activities you need to pursue to achieve your CX goals. Here is a short summary of each maturity stage:
Most companies still have major flaws in every CX management competency. As a result, companies can’t understand the quality of a customer’s experience, and they ultimately fail to build customer-focused structures.
You can reverse this threat by properly assessing your CX activities through the lens of six competencies and four facets of discipline. This framework will help you highlight obstacles and opportunities that are specific to your stage of CX development.