In the Temkin Group Insight Report: The Future of Customer Experience, Bruce Temkin shares the six stages of CX maturity:
- Ignore: Company does not see customer experience as a key differentiator.
- Explore: An ad-hoc group is established to understand how the company can improve customer experience.
- Mobilize: A full-time executive leads the effort to improve customer experience and the company establishes a cross-functional governance system.
- Operationalize: Company redesigns many of its operational processes using clear insights about customers.
- Align: Customer experience behaviors are widespread across employees and they are supported by the company’s standard measurement and incentive systems.
- Embed: Company delivers great customer experience without focusing on it explicitly. It comes as a result of the entire organization being committed to the company’s clear sense of purpose.
The report also identifies eight emerging customer experience skills:
- Journey-centric alignment
- Mobile-infused experiences
- Predictive personalization
- Distributed contextual insights
- Federated CX capabilities
- Business rhythm integration
- Rejuvenated purposefulness
- Promoter activation
Where is your organization in terms of CX maturity? To learn more, read The Customer Experience Revolution: How Companies Like Apple, Amazon, and Starbucks Have Changed Business Forever.