Customer Experience Maturity — Not!

I recently published a report called The State Of Experience-Based Differentiation that analyzed a survey of 287 customer experience decision makers from large US firms. Respondents answered 12 questions which represented our Experience-Based Differentiation self-test. When we analyzed their responses, here’s some of what we found:

  • Firms scored particularly low when it came to these traits:
    • “Employees across the company share a consistent and vivid image of target customers”
    • “The quality of interactions with target customers is closely monitored”
    • “Senior executives regularly interact with target customers”
    • “Our company’s brand drives how we design customer experiences”
    • “Decision-making processes systematically incorporate the needs of target customers”
  • Our assessment showed that most firms have problems in achieving the three principles of Experience-Based Differentiation:
    1. Obsess about customer needs, not product features
      (68% of firms had problems in this area)
    2. Reinforce brands with every interaction, not just communications
      (60% of firms had problems in this area)
    3. Treat customer experience as a competence, not a function
      (67% of firms had problems in this area)

The bottom line: Firms are in the early stages of their customer experience journeys.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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