CX Maturity Model

What stage is your organisation?

Understanding your organisation’s current stage of customer experience maturity allows you to benchmark your performance and define your plan of action. Recognising the stage of your organisation will give you the data to set goals and plan your journey to customer centred transformation.

CX Leader

CX Leaders are at the cutting edge of delivering superior customer experiences. CX Leaders have developed a culture that facilitates great customer experiences, with empowered teams that embrace data and customer feedback without fear of judgement. Systems and performance measures are tightly aligned to support and recognise those who excel in serving the customer.

CX Leaders are challenged by maintaining their culture, supporting the development of their people and continuing to adapt in the face of success. As the saying goes, what do you get the person who has everything? Insurance.

CX Leaders may be the envy of their peers, but it is their success that constrains them. CX Leaders face the challenge of driving change in an environment of success where the impetus for change is weakest. Compelling shareholders, staff and even customers to prepare hay while the sun is shining.

CX Challengers

CX Challengers are in many aspects applying the right behaviours and putting the right values at their core. However, these efforts have not been fully realised in the customer experience.

With the foundations largely in place, CX Challengers must continue to build. CX Challengers can feel like they are set for success and the wind is in their sails and transformation is inevitable.

With the traction of your transformation becoming evident, particularly after a long struggle, the politics of success can arise. Where a CX Challenger continues to maintain politicians in its ranks, the focus on siphoning glory can undermine the forward momentum.

CX Forward Majority

The Forward Majority are actively interested in building their CX capability, but are only in the beginning of their CX Transformation journey. This stage is characterised by much talk and minimal or contradictory action.

The Forward Majority see the value in CX, but don’t yet have the vision of how to get there. This can lead to pockets of traction where small groups of customer centred people are able to assemble. More common is the frustration of an organisation where the words do not align with actions.

Genuinely customer-centred team members can become disillusioned by the rhetoric and disengage from the transformation or depart. This is particularly so where the transformation is hijacked by parties who leverage the opportunity for change and use CX language to drive their own agenda.

CX Late Majority

The Late Majority are organisations with awareness of but limited practical interest in customer experience. Language around the customer experience is generally unsophisticated if spoken at all.

There are few instances of intentional CX practice in the Late Majority. A generic notion of ‘The customer’ may exist, but the true focus of the organisation is internal. Late Majority organisations are primarily self referential and this is most evident by their actions. This may be evident in products and services that focus on technical superiority over customer desirability. It may also be evident in projects focused on lowering costs without regard for the impact on customers.

Late Majority organisations may have strong systems and processes. These may be effective in their efficiency, but will generally lack flexibility to address customer issues and meet customer needs.


CX Laggards

CX Laggards have pursued strategies that do not have interest in the customer’s experience. This may be because their organisation holds an unassailable monopoly and has no imperative to value their customer, because they have implicitly or explicitly conceded defeat as a solution provider in the market or for other reasons. CX Laggards are generally natural monopolies, government services, protected monopolies, generously endowed not-for-profits or businesses in existential decline.

Take the CX Maturity Assessment (FREE)

Take the fast, easy and free CX Maturity Assessment to diagnose your current stage of customer experience maturity.