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.

1404_CXFluffVsTough

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

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 (CXPA.org), 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: www.linkedin.com/in/brucetemkin

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