Last month it was my pleasure to host Forrester’s Customer Experience Forum EMEA in London. The theme for the event was “boost your customer experience to the next level,” which we picked because we know that attendees of our events are at widely (sometimes wildly!) different levels of customer experience maturity.
What is “customer experience maturity”? We define it as the extent to which an organization routinely performs the practices required to design, implement, and manage customer experience in a disciplined way. In other words, does the organization apply the same level of business discipline to customer experience as it does to well-established business practices like marketing, logistics, and accounting.
In our study of how companies become mature at the practices in the customer experience discipline we’ve discovered that successful firms all follow the same path, which passes through four phases:
- Repair: Companies find broken experiences, fix them, and measure the results
- Elevate: Firms start to adopt practices that lead them to deliver sound experiences in the first place
- Optimize: Companies become systematic at customer experience practices
- Differentiate: Firms reframe business challenges in the context of unmet customer needs, connect innovation ideas to their customer experience ecosystem, and infuse innovations with the brand