Determine your business’s CX maturity level with the four-level approach.
The importance of customer experience is emphasized at every level of the business, from senior management presentations to department meetings.
While your business expresses that it attaches importance to customer experience at every opportunity, your goal is to provide a seamless experience with employees who are devoted to customer experience. So, do you know your business’s customer experience maturity level?
The four-level approach to CX maturity helps categorize companies based on their level of CX implementation and integration. Here’s a breakdown of each level:
Level 1: Initial
At the initial level, CX is not a strategic priority for the company. Efforts to improve CX are ad-hoc, inconsistent, and lack a cohesive strategy. There may be limited awareness of the importance of CX within the organization, and customer feedback may not be actively sought or utilized. CX initiatives are typically reactive rather than proactive. In businesses at this level, customer experience management is generally perceived as complaint management. Today, it appears that many companies are unable to progress beyond this stage and are experiencing stagnation.
Level 2: Developing
In the developing stage, the company recognizes the significance of CX and begins implementing initiatives. However, these efforts are not fully integrated or aligned across the organization. There may be pockets of CX excellence in certain departments or teams, but a comprehensive and unified approach is lacking. The company may have started collecting customer feedback and conducting basic analysis, but it is not yet a central part of decision-making processes. Close-the-loop is not yet operational. The customer experience department is not established or represented on the board of directors. At this level, customer experience management processes are generally carried out by CRM or marketing teams.
Level 3: Advanced
At the advanced level, CX becomes a strategic focus for the company. There is a dedicated CX team or leader responsible for driving CX initiatives. The organization has established processes, resources, and metrics to measure and improve CX. Customer feedback is actively collected, analyzed, and utilized to drive decision-making. CX is integrated into various departments, and there is a growing culture of customer-centricity. Initiatives aimed at the employee experience also begin at this stage
Level 4: Leading
The leading level represents the highest level of CX maturity. CX is deeply ingrained in the company’s culture and is a core part of its identity. The organization consistently delivers exceptional experiences and strives for continuous improvement. CX is a strategic priority at all levels, from the executive team to frontline employees. The company actively seeks innovation and differentiation through CX, often setting industry standards and benchmarks. In businesses at this level, customer and employee experience management work in harmony, much like the gears of a well-oiled machine
If you wonder who these CX leading companies are, you need only look at your product and service preferences. It’s evident that CX leading companies establish a connection that goes beyond the products and services they provide. It’s not a coincidence that CX leaders are also industry leaders across various sectors, whether it’s our choice of electronic devices, the coffee we enjoy, or the internet service provider we prefer.
Your CX Maturity Journey
It’s important to note that the four-level approach provides a general framework, and companies may fall somewhere in between these levels or have unique characteristics. The goal is to assess where your company currently stands and identify the necessary steps to progress towards higher levels of CX maturity.
Would you like to determine the CX maturity level of your business and carry the customer experience you offer into the future? If you would like to get more information about Wiseback solutions, let us know.