Customer Experience Maturity Model

Organizations don’t become customer-centric overnight. Temkin Group’s research shows that they evolve through six different stages of customer experience maturity as they gradually master the Four CX Core Competencies. To gauge your organization’s CX competencies and maturity, complete our CX Competency and Maturity Assessment.

Six Stages of Customer Experience Maturity

These are the six stages of customer experience maturity that companies evolve through on their way to becoming fully customer-centric. Click on any of the stages to find advice and content we have curated for organizations in that particular stage.

Not every company truly understands the importance of CX. In this first stage of maturity, companies do not view CX as a crucial differentiator.

As executives become more enamored with the idea of CX, they start to investigate how CX can work for them. This second stage of maturity usually begins with the company establishing an ad-hoc group who is tasked with developing a better understanding what the organization needs to focus on to improve its CX.

Once senior executives are on board with the CX effort, they typically start to lead the effort to build a full-time CX staff. Companies in this third stage of maturity are often investing in VoC programs, beginning to construct customer journey maps, and improving discrete customer pain points.

With a CX team and cross-functional governance in place, companies begin to redesign many of their operational processes using customer insights. In this stage of CX maturity, organizations actively use CX metrics to measure their progress raising customer loyalty, and they invest in engaging the entire workforce in CX.

As an ongoing focus on CX becomes the norm, companies need to put structures in place to reinforce and sustain these customer-centric behaviors. In this advanced stage of CX maturity, companies embed CX into HR processes like hiring, performance management, and incentive systems to reinforce good CX behaviors.

In this final stage of CX maturity, companies have integrated CX into everyday decisions and practices. These companies are capable of delivering great CX because they have articulated and fulfilled their brand promises to customers and have clearly expressed their organizational purpose to both employees and customers.

Four Customer Experience Core Competencies

How do organizations advance through these stages? By mastering Four CX Core Competencies: Purposeful Leadership, Compelling Brand Values, Employee Engagement, and Customer Connectedness.

As companies gain CX maturity, their CX competencies and CX organizations evolve.

Temkin Group's Customer Experience (CX) Competency & Maturity Assessment

Where is your organization on its CX journey?
Complete Temkin Group’s 20-question CX Competency and Maturity Assessment to learn about your organization’s overall maturity level and see how well it is doing in each of the competencies.