The Yellow Brick Road To Customer Experience Maturity

I’ve written about how my opening keynote speech at Forrester’s Customer Experience Forum was based on Dorothy’s journey in The Wizard Of Oz. Given the story that I was telling, I presented the five stages of customer experience maturity as a yellow brick road.

As part of the discussion, I highlighted two components for each stage: 1) key focus and 2) cultural change. Since this part of my speech spanned several slides, I created this single graphic to capture the key content for my blog.

5 stages of CxP maturity_2

The bottom line: It’s time to map out your trip along this yellow brick road.

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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