CX Maturity Assessment

Answer for how your organisation treats customers today across five areas, from insight to culture.

1. 1. How do you collect feedback from customers?

   We don't, beyond complaintsOccasional surveys or reviewsRegular surveys at a few key momentsOngoing feedback at key moments, plus interviews
2. 2. How well do you understand your customer groups and their needs?

   We treat all customers the sameSome shared assumptions, not written downGroups written down from some researchGroups based on research and data, updated regularly
3. 3. What happens to customer feedback once it's collected?

   Nothing in particularIt's read by whoever sees itIt's summarised and shared with some teamsThemes are reviewed regularly and turned into actions with owners
4. 4. Have you mapped the steps customers go through with you?

   NoInformally, in people's headsMapped for one or two journeysThe main journeys are mapped, with pain points and owners
5. 5. How consistent is the experience across channels (web, phone, email, in person)?

   Each channel works differently and shares nothingSome shared information; customers often repeat themselvesMostly consistent, with known gapsConsistent, with customer history available in every channel
6. 6. How are pain points in the customer journey fixed?

   They aren't trackedFixed when someone complains loudlyTracked and fixed when there's timePrioritised and fixed through a regular improvement process
7. 7. How do customers get help when they need it?

   It's hard to find how to contact usOne channel, with slow or uneven repliesSeveral channels with response targetsClear channels, targets met, and self-service for common questions
8. 8. How much can front-line staff do to solve problems?

   They must escalate almost everythingThey can solve simple issues onlyThey have guidelines and some discretionThey have the authority and tools to resolve most issues first time
9. 9. What happens after a customer's problem is solved?

   NothingA follow-up sometimes, when a manager asksA follow-up for serious issuesA routine follow-up, and the cause is fixed so it doesn't recur
10. 10. Which customer measures do you track (for example satisfaction, effort or retention)?

    NoneOne measure, now and thenA few measures, tracked regularlyA small set tracked over time and linked to business results
11. 11. Who sees customer experience measures?

    No one, regularlyThe team that collects themManagers across several teamsLeadership and every team, with discussion of what to change
12. 12. Who is responsible for customer experience?

    No one in particularIt's seen as the support team's jobA named owner with limited influenceA named owner, with goals shared across teams
13. 13. How often do leaders hear directly from customers?

    Rarely or neverOnly through escalationsThrough regular reportsRegularly, through calls, visits or recordings, not just reports
14. 14. Are customer outcomes part of team goals?

    NoMentioned, but not measuredFor customer-facing teamsFor most teams, including those who don't talk to customers