CX maturity

Winning in the Experience Economy – Working up the CX Maturity Curve


In part 1 of the blog, we looked at the foundations of building a robust Customer Experience (CX), starting with contact centers. In this part, we will look at a framework to assess your organization’s CX maturity level and provide tips to move to higher levels.

Everyone is excited about CX, given the direct correlation with revenue and margins. But it quickly becomes challenging; companies are often lost on where to start and how to improve CX.

Here are a few basic aspects to consider as you look at your CX initiative:

CX is a company-wide and process-driven initiative

A successful CX organization tries to build a centralized view of CX; aligning different groups – Marketing, Sales, Service and beyond. It is never a silo-ed operation, it is a team sport. The CX processes tend to be more customer focused rather than internal focused embracing key methodologies like Lean/Six Sigma, value stream mapping and others. Employee experience and voice of the employee get as much priority as customer experience and voice of the customer when the synergies are well understood. Some companies make huge strides and invest in dedicated CX personnel, driving cross organizational CX initiatives.

CX demands a broad and wide technology 

A successful CX toolset is not just one which is customer facing with omnichannel and always-on service. It is extremely important to look at employee tools, ones that can provide enough and more information about the customer, knowledge base and the likes. Voice of the customer, analytics and AI-driven technologies are important add-on pieces in addition to core contact center and CRM systems. The most mature ones are open cloud platforms that provide unlimited options to build personalized and customized experiences for every single customer.

CX metrics are not your operational KPIs

While there are metrics around efficiencies like average handle time, call resolution rates and the likes, a CX obsessed company really looks at the end customer metrics like customer effort, Customer Satisfaction (CSAT), Net Promoter Score (NPS) and even larger business metrics like Customer Lifetime Value (CLTV).

CX is a marathon not a sprint

CX is a multi-stage iterative process, it is never a one and done approach. Companies have to look at where they are in the CX maturity level as of today. ICMI has a 5 stage maturity model where they define companies as Customer negligent, Customer chaotic, Customer aware, Customer centric or Customer champion based on people, process, technology and metrics they measure. Look where your company falls and look towards taking the next iterative improvement to move one level at a time.

As CX becomes a corporate imperative and people start thinking of everything as CX, it can quickly become nothing. Set a goal, measure, iterate and improve.

Stay tuned for part 3 of the blog where I will explore how cloud can drive better, faster and innovative CX.