SAMPLE REPORT

CX Maturity Assessment
CONTENTS

1 INTRODUCTION .............................................................................................................................. 3

2 HOW TO USE THIS REPORT ......................................................................................................... 4

2.1 FOUR LEVELS OF CX MATURITY ........................................................................................ 5

2.2 CX MATURITY FACTORS ...................................................................................................... 6

3 RESULTS ......................................................................................................................................... 8

3.1 YOUR OVERALL MATURITY LEVEL ..................................................................................... 8

3.2 YOUR CX MATURITY PROFILE ............................................................................................ 9

4 NEXT STEPS ................................................................................................................................. 11

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1 INTRODUCTION

“You’ve got to start with the customer experience

and work back toward the technology, not the other way around.”

Steve Jobs

Customer experience is a result of every interaction that customer has with your company;
it represents the perception customers have when engaging with your brand throughout all aspects of
the customer journey. For example, from navigating your website/mobile app to talking to customer
service and receiving the product/service they bought. Everything you do influences your customers’
perception and their decision to keep coming back or not.

Therefore, delivering a remarkable customer experience is hugely important for any business. Of
course, any company can improve some parts of its customer experience, but only those that go
beyond, that track and ensure that CX efforts achieve well-defined business objectives, will be able to
create differentiation and increase customer lifetime value.

To understand, track and improve the customer experience in a disciplined way, it is recommended to
evaluate where your organization stands in its Digital CX Maturity and to which extent it performs the
best CX management practices.

CX is a journey – and understanding where you are is valuable in moving forward! 🚀

Thus, our CX Maturity Assessment consists of an internally developed framework to assess where you
are at, and how to take your organization to the next level.

We look across your entire ecosystem to design a holistic CX strategy that eliminate customer journey
friction points, reduce churn, and accelerate growth. The focus is on the digital CX, which is built upon
the consistent customer interactions, specifically across digital platforms.

This report describes how to assess your CX Maturity, understand your current CX practices, relevant
and important CX factors, and to understand and prioritize your critical maturity gaps.

Added benefit: You can always turn back to this report’s Crawl, Walk, Run and Fly level definitions to
recognize where you are and what should you do next. 😉

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2 HOW TO USE THIS REPORT

Your CX Maturity is calculated and examined through an analysis of the CX Maturity Assessment
questionnaire, and your performance is represented through the scored maturity level.

Along with the scored level, you receive a result on all six of the maturity factors that drive your score.

1) CX MATURITY LEVELS

1 CRAWL 2 WALK 3 RUN 4 FLY

2) CX MATURITY FACTORS

Organization

CX Strategy
Channels
& Vision

CX Maturity
Assessment

Tools & Customer-

Technology centricity

Customer
Management

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2.1 FOUR LEVELS OF CX MATURITY

At the core of this report is the need to evaluate where your organization stands in its CX Maturity.
Therefore, it is necessary to evaluate the digital capability and CX efforts across 6 clearly defined
maturity factors to create a holistic view of your organizations’ maturity.

Taking these factors in mind, we’ve identified four levels of CX maturity:

CRAWL WALK RUN FLY

Organization that Organization that Organization that has Organization that is

meets basic provides customer established setting the standard
customer experience experiences on stale, centralized CX for industry
expectations with siloed technologies. initiatives with clear customer
limited technology. Leaders started strategies and experiences.
Leaders see the investments to tangible outcomes. With strong practices
potential value in the mature different Leaders view Digital in place, the
Digital CX; however, touchpoints, but CX strategically, organization is data-
they still need to kick there is a lack of therefore, digital is driven, uses insights
off certain activities concrete CX considered as to improve digital
and investigate strategies and important experiences and
further the benefits processes across the component of the CX invests in engaging
for their organization. initiative. the entire workforce
organization. in Digital CX.

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2.2 CX MATURITY FACTORS

To provide a comprehensive scorecard to your organization, we evaluated maturity factors against four
stages of CX Maturity. In general, for CX efforts to have a lasting positive impact, they must align with
the overall priorities of the organization and its digital capabilities.

Thus, we defined the following six maturity factors:

Organization

CX Strategy
Channels
& Vision

CX Maturity
Assessment

Tools & Customer-

Technology centricity

Customer
Management

1. ORGANIZATION

Organization refers to how are you, as an organization, defining and developing the organizational
culture to support progress along the digital CX maturity curve, as well as organizing and applying the
capabilities to effectively integrate the digital development throughout the organization and achieve
growth.

2. CX VISION & STRATEGY

CX Vision & Strategy refers to your organization’s digital business strategy as a pattern of actionable
plans undertaken to defines the intended meaningful experience the organization wants to deliver. It
focuses on how your organization transforms or operates to increase its competitive advantage through
digital strategies and/or initiatives.

3. CUSTOMER-CENTRICITY

Customer-centricity refers to your CX strategy and/or initiatives that are based on putting your customer
first in order to provide a positive experience and build long-term customer relationships. Focus of this

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factor is on creating an accurate picture of your customers and the experiences they expect and acting
upon those expectations.

4. CUSTOMER MANAGEMENT

Generally, refers to the processes, practices, systems, and applications that a company uses to
effectively gather, analyze, and apply customer data throughout the business and processes of
organization, and to more easily manage its customer relationships.

5. TOOLS & TECHNOLOGY

Refers to touch on various combinations of digital tools and technologies that organization includes into
their business, to improve the customer experience and to create, process, secure and exchange data
to meet the customer needs.

6. CHANNELS

Refers to providing a holistic journey where organization moves closer to a frictionless, omnichannel
customer experience and uses customers’ preferred channels of interaction to connect with them online
and offline.

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3 RESULTS

The results that follow will help you take a snapshot of your current maturity level; while the gap
analysis and descriptions in the 3.2 will help you to identify and capture the logical next steps for your
organization.

3.1 YOUR OVERALL MATURITY LEVEL

FLY

What does it mean to FLY?

With strong CX practices in place, the organization systematically uses customer insights to identify and
improve experiences and invests in engaging the entire workforce in Digital CX. In this advanced stage
of CX maturity, organizations start to redesign many of the operational processes and deeply integrate
CX into HR processes like hiring or performance management.

Key activities at this level:

• CX strategy and roadmap are clearly aligned to KPIs

• Maintain a cross-functional processes to prioritize CX intiatives
• …

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3.2 YOUR CX MATURITY PROFILE

Client name
Organization
5

3
Channels CX vision & strategy
2

Tools & technology Customer-centricity

Customer management

The radar chart illustrates the CX maturity equal to the information we’ve gathered through the CX
Maturity Assessment questionnaire.

Your score is illustrated as the blue star and your company’s CX maturity is assessed on the previously
mentioned 6 dimensions:

• Organization
• CX vision and strategy
• Customer-centricity
• Customer management
• Tools and technology
• Channels

Each of the dimensions is measured on a scale from 1 to 5. A score between 3 and 5 equals a high
level of CX maturity within the dimension and below 3 equals a low CX maturity. No answer equals zero.

In the section below, you will find the definitions of each dimension and your current score.

Take in mind that, although there’s a score, we don’t focus on that – we focus on coaching up to the
next level.

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Example:

ORGANIZATION YOUR SCORE KEY FACTORS

Organization refers to how are you

• People at the organization,
defining and developing the including employees and
organizational culture to support leaders, are aligned with the CX
progress along the digital CX maturity efforts.
curve, as well as organizing and VERY HIGH
applying the capabilities to effectively • Organization is ensuring that the
integrate the digital development employees have the skills and
throughout the organization and motivation to successfully adopt
customer-centric behaviors.
achieve growth.

Quick tip:
To continue an effective communication, define the key CX messages and cascade them through the
management layers and across teams, reaching all levels.

Also, positive affirmations are the key when CX efforts are changing - try to recognize and celebrate
the individuals and teams who demonstrate the new desired CX practices.

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4 NEXT STEPS

Now that you have a better understanding of your organization’s current maturity, we’re here to help you
act and move your organization to the next CX maturity level!

How?

Through our tailor-made, practical workshop that will help you develop a creative Digital CX strategy for
transforming your customer journey through innovation and remarkable omnichannel experiences.

All you need to do is - bring all business stakeholders together to align your Digital CX strategy with the
business goals.

The goal of the facilitated workshop is to:

• Bring your organization’s voice into the innovation process

• Understand how to gather perceptions of the customer experience (including touchpoints,
emotions and pain points) and define the Infobip solutions that support it
• Map how could Infobip solutions enhance the customer experiences
• Share our recommendations and identify ways to eliminate your maturity gaps
• Prioritize specific opportunities for Digital CX improvement

At the end of the workshop, our cross-functional team will have the knowledge needed to develop a
roadmap required to advance to the next stage in your journey. Therefore, we will leave you with a
valuable set of reusable best practice tools and clearly outlined action plan.

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CX MATURITY ASSESSMENT REPORT
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