How the assessment of the Customer Experience of your organization can be the first step to success 

We find ourselves living in constant change, where we are all inevitably affected by COVID-19, economic instability and the unknown future. Businesses must keep their competitive advantage to stand out and avoid customer churn, since loyalty programs do not guarantee that anymore. Customers’ expectations may differ per industry but there is one universal desire: customers want great experiences. On the other hand, Customer experience (CX) doesn’t just happen. CX is a multi-disciplinary business venture that requires the systematic and deliberate development, alignment, and integration of capabilities throughout the organization. 

Whether you are at a point where your organization takes its first steps of setting a purpose, aligning its employees and establishing a process to collect customer insights (VOC), or your organization is ready to jump from theory to practice, it is crucial to zoom out and assess your current situation. As Kim MacGillavry, CX president in DHL, declared back in 2015: ”Before we go from design into implementation, let’s do a stock take on how ready we really are”. This is why our team developed a CX assessment to help you with that. The CX assessment we designed will not only give you a clear picture of what you face right now but it is a great benchmark on where you have to go, in order to reach your organization’s purpose and become the leader in your industry. Even if the desire to craft a better customer experience is there, the question of how to do it often remains.

Therefore, the key pathway to consider is a Customer Experience Maturity Assessment.

What is the CX Maturity Assessment?

The CXMA is a proactive framework that eliminates the guesswork and gives companies a clear view of where they excel, along with the areas that could be improved CX leaders can use the CXMA to:

  • assess the current state of CX in their organization,
  • diagnose where improvements should be focused, and 
  • guide the evolution and optimization of CX. 

How it works

  1. Typically, assessments are done via an online survey, and this is also the case with our CX Maturity Assessment (find it here)
  2. It’s important when assessing the organization to solicit feedback from people from various levels of the organization — not just executives — and cross-functionally. So aim to administer the CX Maturity Assessment across your organization.
  3. The assessment measures 6 areas that are considered the main pillars of a holistic Customer Experience Program:
    • Customer-Centric culture
    • CX strategy
    • Organizational Adoption
    • Customer Insights 
    • Human-centered design
    • Measurement
  4. Each of these areas is broken down even further into statements that help contextualize and score your overall Customer Experience Maturity.With the completion of the questionnaire, a score is calculated which represents the current stage of your organization . The maturity stages are: 1. Emerge, 2. Initiate, 3. Boost, 4. Accelerate, 5. Embed. In each stage you can find the areas your organization pays attention to and the steps you have to take in order to jump into the next level.

CX Maturity Assessment completed. And now, what?

Once you’ve completed the CXMA, act immediately and with concrete steps. 

  1. Review the detailed descriptions provided to develop a roadmap towards your CX goals.
  2. Focus on the areas where your company is currently struggling. 
  3. Prioritize the most important areas and create a plan for how to improve those areas.
  4. Repeat the evaluation process because there is always a need to look at things more than once to make sure the experience is consistently being evaluated and improved.

Need help to interpret the Customer Experience Maturity Assessment and create the roadmap of success? Contact us at and we will support you on the next steps.