It should come as no surprise that your CX programs ultimately decipher the success of your business. As a result, it has rightfully earned its place in numerous corporate consumer strategies. But what is a mature CX program? What are its leading structures and how can its maturity be assessed? We explore, unpack and ultimately answer these CX questions to ensure that your company is founded on the backbone of its leading initiatives.
What is CX maturity?
Providing a singular definition for CX maturity can be a trying task. The simplest definition, however, could be summarised as a methodical guideline that helps companies assess their main competencies. It is in this assessment that an organisation is able to gauge customer engagement and business interactions and use this data to help maintain company impressions and improve client experiences. A mature CX program is, therefore, a consumer-based roadmap that has proved to be successful and positively contributed to your stellar client experiences.
Typically, a group within a business is tasked with gathering these analytics from both internal and external sources. This is then used to create a client-targeted program that will ultimately benefit your industry, organisation and customers.
Understanding your client or consumer
Prior to further exploring CX program maturity, the intentions behind your program need to be established. It’s target? Your client bases. Dedicating your resources, time and effort to your consumers is critical. After all, the success and growth of your business relies on their unwavering support.
Clients want to feel catered to through personalised experiences that immediately address their needs. This is particularly relevant as companies compete for client retention and loyalty. At its most fundamental level – understanding your client or consumer will help you curate an appropriate CX program that caters specifically to them and ensures CX maturity.
Why CX maturity matters today
In previous years, merely providing your client with a product and service was enough. This has since changed following an increase in competitor companies and increased consumer expectations. In response, many successful companies have attributed their wins to the implementation of an integrated and mature CX program that makes use of consumer collected data. Initiating broad CX programs as a component of your corporate strategy will help your organisation commit to transformational customer experiences.
Benefits of CX maturity models
- Defines company capabilities
- Helps create an internal company goal
- Highlights key strengths and weaknesses
- Develops a system for correction
- Helps establish a long-term relationship with clients
What goes into a mature CX program: the recipe to success
- Involve departmental representatives
When drafting your company’s CX program, it is crucial to have departmental representation. Your clients ultimately engage with the various divisions of your company – either directly or indirectly. This ultimately affects their experience. Ensuring that each department provides necessary input, given their varied experiences, will ensure that your CX program is comprehensive.
Gaining this level of insight will help your organisation pinpoint areas that require a little more momentum. It will also highlight departmental snags, cross-functional errors and performance inhibitors. Actions can, therefore, be put in place to remedy these issues in light of creating a mature and successful CX program. This will also ensure that your team remains on the same page regarding the inner workings of the program.
- Capture target-specific data
Information is the key to success when it comes to mature CX programs. Be specific about the information that you plan on gathering. This data will ultimately dictate how your program operates and its level of success.
Identify specific areas for improvements as well as successful areas. This will help coach your organisation in terms of customer data and its necessary feedback systems. Using well-known CX metrics, with varied advantages, are all instrumental in CX program design. Essentially, the right information = the right outcome.
- Integrate a level of adaptability to your CX program
Client demands and expectations are forever changing, meaning constant reverts in your consumer-based data. It would be to the detriment of your program to believe that consumer interactions will remain stagnant and predictable.
Your CX program, therefore, has to be able to adjust to these flexible and ever-shifting customer touchpoints. It should also be able to account for immediate changes without the entire program requiring a re-draft. Space for relevant data and system optimisation efforts need to be considered when designing your CX program.
- Disseminate relevant information
Ensure that all staff, regardless of organisational level, are up to date with the workings of the CX program. Feedback should be sent throughout the company for relevant persons to track and use as a benchmark. This will ensure that individuals in charge of key metrics understand their role in the program and how their efforts will influence its success.
- Regularly assess the maturity of your CX program
Regularly assess the maturity of your CX program by breaking down your system into various parts. This will help you conceptualise and score/rate each individual effort. This actionable outline is often referred to as your Customer Experience Maturity Model (CXMM). Often these parts are divided into the following pointers:
Using this breakdown will help you measure the effects of your CX program and how to best evolve it into a successful long-standing organisational system. This is ultimately where the maturity of your CX program is determined.
We are currently living in the age of The Consumer, where their opinions, values and voices determine business successes. The only way for your business acclimatises to their needs is to create a CX program, where its level of maturity can be regularly assessed. Make sure to contact us, where our team will utilise our expertise, insights and technologies to help you create a personalised CX program for your organisation.