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 a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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