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

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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