The Customer Experience Maturity Model®

A vision of your company’s strategy for a more customer-centric mindset—and a guide for how to get there.

How customer-centric are you?

Create a roadmap for marketing in context

As your organization evolves to higher levels in the Maturity Model, the strategic value of your marketing increases. For instance, companies at the Initiate stage have a basic website, some analytics, and email capabilities. But those at the seventh stage, Lifetime Customers, use contextual intelligence to understand and predict customer behavior and deliver the most relevant content, in real time, wherever the customer may be.

Seven stages comprised of three macro phases

ATTRACT

You focus on attracting more visitors vs. optimizing the experience or improving your relevance to visitors. Stages include:

1. Initiate—static websites, basic analytics, email blast capability

2. Radiate—increase in channels beyond email, content becomes outside-in

3. Align—digital goals start aligning with strategic objectives

CONVERT

You’re more focused on engaging visitors and converting on important digital goals that will drive business. Stages include:

4. Optimize—improving key customer experiences using testing and personalization, monitoring and optimizing content, and collecting better customer intelligence

5. Nurture—enhancing customer experience by connecting more channels and increasing total conversions

ADVOCATE

You’re focused on creating strong customer advocates. This requires valuable customer insights across multiple teams, systems, and touchpoints. Stages include:

6. Engage—connecting different online and offline customer data repositories to empower a single view of the customer

7. Lifetime Customers—using customer insights with intelligence, predictions, and agility as a key competitive advantage

Tactics and metrics mature with each stage

Initiate

Brand-centric content
SEO
Email broadcast

KPIs: Traffic and content use

Radiate

Mobile, social, PPC channels added
Messages integrated cross-channel

KPIs: web and channel analytics

Align

Campaign optimization
Assessing quality of customers
Comparing cross-channel effectiveness

KPIs: Value per visit, Experience Analytics

Optimize

Personalization
A/B testing
Tracking customer behavior
Personal profiles
Communities for sharing

KPIs: aligned with strategic objectives

Nurture

Customer-centric, trigger-based dialog
Collecting explicit and implicit customer behavior
Automated flows

KPIs: activity, engagement at different journey stages

Engage

Connected customer data regardless of touchpoint

KPIs: tied to customer lifecycle funnel

Lifetime Customers

Data-driven marketing
Data at every touchpoint is immediate, relevant, predictive
Automated data analysis and optimization

KPIs: customer lifetime value, loyalty, retention

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