Customer Experience Maturity Model

Before you begin a process improvement initiative, you first must know where your starting point is. Where are you right now? How is your team handling all processes and key touchpoints today? Do you have the available resources to initiate change? Are you sure? Change management, and getting your organization prepared for change, can be intimidating. The salesEQUITY Customer Experience Maturity Model puts you on the path to success.

Initiating a Process for Change

When we begin working with new clients, we analyze their ability to ingest data and then subsequently present this data to the appropriate people and/or teams in order to deliver on a “customer first” promise. Measuring your internal metrics is helpful, but not as helpful as measuring against an industry benchmark. When people see how they stack up against the competition, they tend to say, “Wow… we’ve got real problems!”.

At salesEQUITY, our mission is to help customer experience professionals initiate a process for change. We help clients understand that it’s not about your organizational challenges (because really, every company has them), it’s about identifying where you are in terms of managing key touchpoints and processes. Out of this realization, the salesEQUITY Customer Experience Maturity Model was born.

Stage 1 (Chaotic)

  • No Standard Way to Measure Client Feedback
  • Activities Are Unpredictable (Reactive)
  • No Defined Customer Interaction Process

Stage 2 (Repeatable)

  • Beginnings of Repeatable Client Process
  • Limited Best Practice Sharing Amongst Teams
  • Sporadic Customer Feedback from Various Sources

Stage 3 (Defined)

  • Basic Customer Journey Mapping Documented
  • Documented Client Process and Best Practices
  • Client Segmentation (Tier 1,2, Etc)

Stage 4 (Measured)

  • Measuring Interactions and Process
  • Feedback Turns into Actionable Measurements
  • Teams Consistently Operating off the Same Playbook

Stage 5 (Optimized)

  • Refining Client Process Based on Data
  • Dedicated Resources Focused on Client Experience
  • Data Influencing Decisions  (Product, Finance, Etc)

Our Customer Experience Maturity Model serves as a yardstick for where you are now, and what should be your next step. It consists of a set of five structured stages – Chaotic, Repeatable, Defined, Measured/Managed, and Optimizing – that describe how well the organization’s touchpoints and processes can reliably and sustainably produce the desired client outcomes. The five stages are defined along a continuum with the uppermost (5th) stage being the ideal state where touchpoints are systematically managed by process optimization and continuous improvement. The amount of “sales equity” the organization earns with its customers improves as the organization progresses through each stage.