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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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