Maturity Model

CX Insights

What is it?

Learning about customer needs, preferences, behavioral drivers, perceptions and experience through marketing research, social media listening, call center listening or other Voice-of-the-Customer mechanism.

Why do we need it?

CX INSIGHTS

This discipline breaks up into 4 primary capabilities:

Personalization

Agility of Insights

Customer Empathy

Depth of customer understanding

Organization Engagement

What is it?

Building and sustaining the attention, engagement, focus and commitment of employees, managers, suppliers and partners in driving CX improvement to the benefit of the customer and the business.

Why do we need it?

CX improvement is an organizational change initiative and a way of doing business. Customer-facing employees must be trained and engaged to deliver the CX, as intended. But, all other employees and managers play a part of delivering the experience as well. Senior leadership commitment is required to sustain this type of cross-company engagement.

Organization Engagement

This discipline breaks up into 4 primary capabilities:

Span of involvement

Executive Weight

Learning Mindset

Investment

Design &
Improvement

What is it?

Conceiving of enhancements and developing solutions that enhance customer experience for one or more customer segments through approaches such as process reengineering, digital service development, design thinking, employee training, communication, or new value-add services. Includes iterative testing and continuous improvement.

Why do we need it?

CX excellence comes from implementing a deliberate approach involving effective improvement techniques, harnessing the organization’s talent and leveraging CX Insights. Without a methodology and assigned resources, CX enhancements tend to be on-off and incremental, potentially never felt by customers.

Design &Improvement

This discipline breaks up into 3 primary capabilities:

Improvement Focus

Innovation Method

Technology
Integration

Performance Management

What is it?

Establishing, setting goals for, tracking and planning measures that gauge CX success. Can include customer-facing measures such as “ease,” or business-oriented measures related to CX, such as “loyalty,” or “price premium,” or “brand preference.” Measures can exist stand-alone, or connected in a model that illustrates what measures drive other measures.

Why do we need it?

Sustaining and justifying CX improvement expenditures relies on having success measures that are meaningful to the business. Additionally, the staff involved in CX improvement can gauge level of progress and make necessary adjustments Beyond having measures, setting CX targets can be a planning tool that reinforces a longer-range focus, needed for systemic change.

Performance Management

This discipline breaks up into 3 primary capabilities:

Customer Metrics

Operations
& Employees

Strategy

Frequently Asked Questions

Who made the Maturity Model?

When was the Maturity Model made?

How do the disciplines fit together to create a holistic customer experience?

Is the Maturity Model specific to the NAWC?

Does the model get updated to reflect the current times?

How can I use the Maturity Model to differentiate my company from competitors and create long-term customer loyalty?

LET’S BREAKDOWN THE Maturity Model

Frequently Asked Questions

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