A new kind of CX maturity assessment that’ll empower you to make real progress


Sara Staffaroni

May 24, 2021

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Customer experience (CX) is a multi-disciplinary venture that requires methodical and deliberate planning and alignment across the organization. To truly reach the full potential that CX has to offer, customer experience professionals must strive to continuously evolve their CX maturity level. A tool to help them do so is the CX maturity model

A customer experience maturity model is a framework that identifies the different elements within CX along with key milestones in each area. The purpose of such a model is to help professionals in the space to identify where they currently stand along the scale of maturity and, most importantly, what they need to do in order to advance. 

There’s an array of customer experience maturity models available, each with its custom levels and definitions. However, despite this abundance, it is a popular belief amongst CX professionals that these models are great for gauging a general sense of maturity, but are not helpful when it comes to taking action for significant improvements. 

Customer experience professionals need a clear roadmap for progress. And it’s this need that drove us to create a CX maturity model assessment that prioritizes action. 

How our CX maturity model works 

To create our CX maturity model we partnered with customer experience expert Jeannie Walters and leveraged her 20+ years of experience in the space. Together, we identified the key elements that contribute to the success of any CX program.

When you take our CX maturity model assessment, you’ll be scored on the following of nine key elements: 

  • Culture

  • Employee experience

  • Listening to customers

  • Understand customers

  • Take action for customers

  • Technology and tools

  • CX strategy 

  • Customer journey mapping

  • Leadership buy-in

Customer experience is multidimensional and each of these elements contribute to the health of your program. 

How our model helps guide your priorities 

Unlike other maturity models, in addition to an overall score, our assessment will provide you with individual scores for each of these key contributing factors (a score of 1 being the lowest to 5 as the highest). Why? Because we want to empower you with as much detailed insight into your areas of opportunity and strength as possible. 

For instance, you might learn that you score a 3 out of 5 in Culture but a 2 out of 5 in Technology and tools. This means you should most likely prioritize your resources on bridging that gap between the tools that your organization is currently offering teams and what they actually need to provide to better the overall customer experience.

But how do you work toward making this significant progress? 

This is where the playbooks come in. 

How our CX maturity model drives progress

Upon receiving your overall score—Groundbreaker, Innovator, or World-Class Expert—and individual elements scores, you’ll have access to our detailed playbooks. 

The playbooks provide specific actionable steps you can take to advance from one level of element maturity to the next. For whichever level you are starting from, there is guidance on what you should focus on and priorities to advance to the next level, as well as detailed action steps recommended by our experts. 

The purpose is to take the guesswork out of progress and empower CX professionals to take swift action with confidence. 

The maturity model assessment and playbooks are meant to be reusable tools: one recommended changes are implemented, retake the assessment for an updated score, and revisit the playbooks for next steps. 

In just minutes, learn how to uplevel your CX program 

Improving your customer experience program begins with understanding where you are now. Take our CX maturity model assessment to identify the strengths and opportunities in your program. Along with your results, you’ll receive actionable tips and best practices from industry experts to help you advance in your maturity. 

Learn how GetFeedback by Momentive can help you exceed customers’ expectations—start your free trial today.

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