In the world of customer experience (CX), your efforts can successfully differentiate you from your peers, but in order to achieve this, you need to focus on more than simply listening to customers and acting on that data. A successful CX program requires continuous evolution and advancement to adapt to a company’s ever-changing landscape. When working with brands to optimise their CX programmes we refer to this program evolution as CX Maturity.
Every CX programme is different. Each company has a unique set of internal and external circumstances that require a customized action plan. In order to create the right CX strategy, it is important to understand where you are and where you want to take your programme. From there, any programme can take the right steps toward success.
In order to figure out where your programme stands in terms of CX strategy, alignment, and engagement, there are four major areas you need to consider for CX Maturity:
The cultural aspect of CX Maturity refers to how well your organization is aligned with your CX vision, programme, and its goals. An advanced programme is well socialised and employees are familiar with the programme. They are invested, as the culture of the organization is customer-centric and puts the customer at the center of all decisions. There is also a well-established cross functional team, CX strategy, and employee engagement programme.
A CX programme that is technologically mature will have an advanced customer listening programme that includes collecting, analyzing, and reporting capabilities. This technology allows companies to transform the way they interact with customers, to start intelligent conversations, and to utilize direct, indirect, and inferred feedback. It will incorporate AI, advanced data science, and cutting-edge features that transform simple metrics into meaning.
Mature analytical programmes incorporate customer and employee experience data as well as operational, CRM, segmentation, and other data sources to uncover real intelligence that impacts the business. Leveraging these data sources creates a holistic view of the company and enables you to get insights that siloed data cannot provide. These programmes also leverage Voice of Employee data to understand internal employee’s perspective on the customer experience. Mature programmes are able to get to the bottom of customer issues, discover root cause, and act on customer intelligence.
Last, but possibly most important, is the question of whether or not your programme provides you with real business value. CustomerThink recently showed that less than one-third of CX professionals are seeing tangible results from their CX programme. A programme that has reached full CX maturity will have a drawn out ROI framework, complete with a detailed plan for measuring success. CX metrics are tied to overall business objectives and the CX team is able to show ties to business outcomes. The value of the programme is well known throughout the company.
When you are able to assess each of these individual areas of your organization, you can piece together a clear picture of the maturity of your CX programme. After your assessment, you can then set goals, create a plan, and get on your way to evolving your CX programme.