1. Customer Experience Maturity Model Template
The Customer Experience Maturity Model can be used as a tool to identify innovative ideas for how to better focus the business around delivering a superior customer experience. The Customer Experience Maturity Model contains 7 steps that should be followed in the order provided:
Step 1: Initiate – Create an internet presence for the organization that provides information about the company and what it offers to its clients. The goal at this stage is to make it as easy as possible for customers to learn about your organization. This can be accomplished by becoming the top hit on a search engine or mass ing/mailing your customers.
Step 2: Radiate – Disseminate company information to the customer. More specifically, inform your customers about new social media content, the new website that has been created, new or discounted products or services being offered, or different ways of engaging with the company (e.g., “like” buttons or feedback platforms).
Step 3: Align – Enact strategies to reinforce customer-centric behaviors and processes. Specifically, think about how the customers’ needs should be aligned with hiring procedures, performance management systems, and employee incentive programs. It is also advisable to enact trainings for your employees on how to behave in a customer-centric manner and adopt a customer-centric mindset, incorporate customers into the values of the organization, or create metrics that are used to track the progress of your customer-centered methods and employee behavior.
Step 4: Optimize – Develop systems to engage your customers with the process. Specifically, allow customers to provide feedback on and respond to these new customer-centered processes. Additionally, deepen your knowledge on your customers’ behaviors by allowing them to fill out profiles, participate in focus groups, or create customer communities. Create incentives to promote engagement with the feedback tools.
Step 5: Nurture – Utilize the feedback that customers provide to the organization. Specifically, determine which feedback platform customers are most responsive to and draw insight from their comments. Try to further engage by sending out automated messages, newsletters or cart abandonment reminders. Make the communications as personalized as possible.
Step 6: Engage – Create a database or customer profile with all of the amalgamated information so that every employee in the organization shares a single view of its customers. Then, determine who will manage and maintain the data base or profile.
Step 7: Attain Lifetime Customers – Utilize the database or profile to improve customer experiences. In this way, the organization will attain customer loyalty. Most important at this step is to update the database or profile as technologies and customer needs change, and analyze that data to make informed decisions. In this way, the organization can continue to provide the best service to its customers while fulfilling all of their needs.
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2. Customer Experience Maturity Model Template
Initiate
Radiate
Align
Optimize
Nurture
Engage
Lifetime Customers
create internet presence
disseminate company info to customer
reinforce customer-centric behavior
develop systems to engage customers
utilize feedback from customers
build out the customer experience
enhance the lifetime value of the customer
Attract
Convert
Advocate
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