The Customer Experience Maturity Model®

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

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

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