How to improve your company's CX maturity

We are facing a new era of tailored care. Ensuring experiences that respond to the growing expectations of personalization, of customers and the work teams themselves is more important than ever to achieve real and lasting engagement, as well as a return on investment.

Achieving quality CX requires so much to have omnichannel technological solutions for each operation how to achieve organizational maturity where all the actors involved work collaboratively to make it possible.

However, a recent Gartner® report* shows that most companies operate in the early stages of maturity when it comes to managing the customer experience. In this blog article, you can learn what stage your company is in and how you can articulate a Total Experience to generate strategic value where you need it most.

Find out how mature your CX is

Gartner® establishes 5 levels of organizational maturity for Customer Experience management:

• Level 1: CX efforts are carried out within departments and divisions without the benefit of collaboration, coordination, and consistent execution across the organization.
• Level 2: a designated CX leader encourages efforts to explore CX capacity gaps, improve programs that contemplate the voice of the customer, establish processes, and determine how CX can effectively resolve dissatisfaction factors.
• Level 3: the organization has tested the ways in which customer satisfaction meets business and financial objectives. Most or all CX processes operate effectively not only to identify and resolve customer problems, but also to discover proactive solutions that meet customer needs.
• Level 4: there is a common understanding of customers across the organization. A permanent CX leadership group promotes cross-functional alignment and effectively coordinates CX efforts. Customer perceptions are widely disseminated.
• Level 5: a customer-centric culture influences the daily actions and decisions of employees at all levels.

As identified by Gartner®, 88% of organizations indicate that their CX strategies are at levels 1, 2 or 3. Only 3% reach level 5. In this context, how can we achieve a more mature management of CX?

Learn to achieve a mature and robust CX

The customer experience is built thanks to the contribution of multiple commercial, technological and strategic areas. For a mature and robust CX, it is necessary to break with information silos that often lead to disorganized and reactive efforts instead of a comprehensive and united approach.

In this context, Gartner® offers recommendations for executive leaders seeking to elevate their organization to the best in its class for CX:

• Decompose CX inertia into silos by identifying a high-value customer journey that could be elevated through the empowerment of key employees who interact with the customer.
• Adopt best governance practices by forming a Total Experience (TX) team as part of a CX Center of Excellence.
• Align TX initiatives with broader business and IT objectives through the use of commercial architecture deliverables, such as customer journey and employee journey maps.

The Power of Total Experience

The Total Experience plays a fundamental role in this evolution. TX is not a one-off strategy or the answer to a specific problem. On the contrary, it refers to an approach that involves several areas within the company, plus partners and suppliers to deliver the best experience to customers and employees.

Total Experience (TX) integrates several concepts to accelerate business growth: Customer Experience (CX), Employee Experience (EX), User Experience (UX) and Multiexperience (MX).

Traditionally, these areas are worked separately, with teams dedicated to each of them, even knowing the impact that one has on the other. By taking a TX approach, experiences are managed holistically to empower growth, providing a superior experience to customers and employees alike.

The key is to see these experiences as a framework composed of different “moments of truth”: points in the customer journey where a key event occurs and an opinion is formed about the company. Instances where your brand can shine and make interested parties fall in love; or on the contrary, annoy, push them away or lose them. A TX approach offers better value to customers.

Most large companies apply Total Experience (TX) to transform their business models, driven by increasingly granular personalization and interactions with increasingly sophisticated AI, seamless omnichannel and the deconstruction of silos with increasingly collaborative teams.

Grow your CX with omnichannel technology

Our technology of Marketing Automation & CRM maximize the ROI of any campaign, being able to develop advanced commercial engineering, with parameterization tailored to each business, integrated advertising platforms, real-time monitoring tools, traceability of each lead, accurate attribution models, acquisition costs per cent and access to reliable and unsiloed data.

By working together and not in silos, with integrated and interrelated productivity indicators, the objectives of the teams do not compete, but complement each other to reduce the cost per lead, improve the closing rate and optimize the ROI. Unity makes for strength!

In turn, thanks to the management of multiple pipelines and sales teams, it is possible to track the progress and probability of closing each opportunity, as well as to generate its own, fully customizable pipelines that reflect all the steps, conditions, documents and elements necessary for each stage.

This omnichannel traceability provides valuable information about the path that leads follow through the funnel and the probability of closing. This not only improves the generation of sales opportunities but also the treatment of each one, being able to offer dynamic content based on their history, profile, behavior and customized variables, nourishing that lead until their experience is specified.

As Gartner® highlights in its report, the CX provided by your organization can take a qualitative leap by implementing a TX strategy to execute in the “moments of truth” in the customer journey. The key is to develop teams dedicated to coordinating and ensuring the proper functioning of the Total Experience, being able to rely on omnichannel and tailored tools to facilitate collaborative work, coordinated monitoring and immediate care.

*Gartner, Achieve Best-in-Class CX Wins Through Total Experience, Jason Wong, 27 February 2023

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used here with permission. All rights reserved.