Customer Experience Maturity: From Fluff to Tough

In the Temkin Group report The State of Customer Experience Management, 2014, we examine the CX competencies and maturity for large organizations. It turns out that less than one-quarter of companies have reached the top three (out of six) stages of CX maturity.

The transition from Stage 3 (Mobilize) to higher stages of maturity represents what I call the shift from fluff to tough.


As you can see in the chart above, the early stages of maturity (fluff) focus on CX improvements around the business without addressing underlying operational and cultural issues. The higher stages of maturity (tough) are about changing how the company operates and creating a more customer-centric culture.

There’s nothing wrong with the fluff levels of maturity, but many companies will not have the commitment and fortitude to take on the tough activities.

The bottom line: Creating sustainable CX differentiation is tough

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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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