Kick start your roadmap to CX excellence
Understanding your organisation’s position in its CX journey is essential for building customer loyalty, energising employees, and driving sustainable growth. The CX maturity assessment provides a clear roadmap with practical steps to elevate your CX efforts, transforming them into innovative, customer-first programs.
Why your organisation should take the CX maturity assessment
By completing the CX maturity assessment, you’ll:
- Determine your organisation’s current CX maturity stage.
- Identify strengths and areas for improvement to refine your CX strategy.
- Receive tailored recommendations to transition from ad hoc efforts to impactful, transformative customer experience services.
How to use the CX maturity assessment
Maximise the benefits of the maturity assessment by following these steps:
1. Self-assessment: Complete the survey individually to identify CX strengths and weaknesses.
2. Group discussion: Have team members participate and discuss results to uncover areas of agreement and divergence.
3. Action planning: Develop targeted plans to progress toward becoming a customer-centric organisation.
4. Progress tracking: Repeat the assessment every six to twelve months to monitor progress and refine your CX strategy.
The five stages of CX maturity
Customer Experience (CX) is a continuous journey of growth, where organisations progress through five stages of increasing sophistication in strategies, processes, and culture. This evolution moves from basic awareness to industry-leading excellence. Identifying your current stage helps determine the right actions to enhance CX capabilities. By implementing targeted strategies, you can accelerate progress, boost customer satisfaction, and position your organisation as a CX leader.
1. INVESTIGATE
At this stage, CX is not yet prioritised as a strategic focus. Initial activities may involve related functions like customer service or relationship management. A single CX champion may advocate for exploring CX opportunities.
Recommendations:
- Start educating leaders and staff about the importance of a robust CX strategy.
- Review existing data for early insights to guide your CX strategy.
- Focus on gathering customer feedback at key touchpoints.
2. INITIATE
Organisations begin recognising CX’s potential value and exploring focused initiatives.
Recommendations:
- Develop an initial CX strategy and governance model.
- Address key customer pain points using actionable data.
- Highlight how CX efforts impact business outcomes to build leadership support.
3. MOBILISE
CX becomes a strategic priority, with dedicated resources and a clear CX strategy.
Recommendations:
- Expand experience monitoring and analytics capabilities.
- Develop tools like customer journey maps and personas.
- Focus on cross-functional collaboration to strengthen CX communication strategies.
4. SCALE
CX is integrated into workflows, decision-making processes, and HR strategies like hiring, performance management, and employee incentives.
Recommendations:
- Align CX metrics with everyday decision-making.
- Embed CX into HR processes to drive employee engagement.
- Integrate CX program ROI with financial KPIs.
5. EMBED
At this advanced stage, CX is fully embedded in the organisation’s culture and drives daily decision-making.
Recommendations:
- Foster continuous learning and agility to respond to market and customer changes.
- Expand experience management into other business areas.
The six core competencies of CX success
Achieving CX excellence requires mastering six critical competencies that form the foundation of impactful CX programs. The XM Maturity Assessment evaluates your organisation’s performance in these areas, helping you create strategies that drive customer satisfaction, engagement, and differentiation.
1. Lead: architect, align, and sustain successful CX strategies.
2. Realise: ensure CX initiatives achieve well-defined business objectives.
3. Activate: equip your organisation with the skills, support, and motivation to achieve desired CX outcomes and engage employees effectively.
4. Enlighten: deliver actionable insights across the organisation to enhance your CX strategy.
5. Respond: prioritise and drive improvements based on customer feedback and insights.
6. Disrupt: identify and create innovative experiences that differentiate your organisation from the competition.
Together, these competencies form the foundation of a transformative CX program.
From designing and implementing effective strategies to driving innovation and customer-centric change, mastering these areas ensures your organisation remains competitive and customer-focused in a rapidly evolving market.
Evaluate your organisation’s performance across these six dimensions today.
Trusted by leading Australian brands
At Act XM, we help leading organisations enhance customer focus, boost innovation, and build effective strategies. Our human-centred approach ensures exceptional customer and employee experiences, transforming their journeys.
Advance you CX strategy with Act XM
At Act XM, we empower organisations to transform their customer experience with actionable insights and proven strategies. Leveraging Qualtrics’ XM Maturity Assessment framework, we guide businesses through every stage of their CX journey—from strategy and design to implementation and advisory services—ensuring they stay ahead in today’s dynamic market.