The Customer Experience Maturity Model

Kirsten Torchalski

We established the below Customer Experience (CX) Maturity Model as a tool for organizations to use in the construction of a strategic CX plan.

How to use the maturity model:

  • Diagnose your organization’s starting point in CX adoption
  • Set expectations with executives and help them understand milestones
  • Establish a common CX language to help individuals, teams, and leaders communicate with other functions
  • Keep momentum moving with a clearly defined next step

Maturity model depicting the six stages an organization moves through building Customer Experience strategy: Unrecognized, interested, invested, committed, engaged, and embedded.
Use this model to help your team understand key CX milestones, set reasonable expectations, use a common language, and understand next steps needed.


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