The Customer-Centricity Maturity Model
The Customer-Centricity Maturity Model has been developed and refined for the last 7 years, up until February 2021
The 4 Pillars
Strategy & Culture
Tools & Technology
People & Skills
Process & Methodology
Strategy & Culture
This area focuses on how well customer-centricity is aligned to the growth strategy of your organisation. It explores what type of culture and mindset the business has, what is the employee experience (EX) within your organisation, how aligned are different departments on customer experience, and whether or not there are senior, influential champions who are advocating a truly customer-led culture.
Tools & Technology
This area focuses on the tools and technology your organisation uses to enable a robust customer experience improvement strategy. It includes the web analytics platform, VOC and behavioural insight tools, and what level of resource and skills your organisation has to harness the technology that has been invested in
People & Skills
This area focuses on what type of appreciation your organisation has towards investing in a multi-disciplinary team to help drive an intelligent customer-led user experience improvement programme. It looks at skill sets including user research, UX design, web development, persuasion and copy writing.
Process & Methodology
This area focuses on the approach that the business takes to delivery customer experience improvements through a customer-led mindset. It looks at the key characteristics of how hypotheses are created and prioritised, the design process for CX improvements, and how changes to the CX are analysed and learnings gained and shared
The 5 Levels of Maturity
Representing the full spectrum on which brands can be at the point of audit, from being product-led to truly customer-led
The very fact that we have developed 5 levels of maturity underlines the reality that through all our experiences working for and within a wide range of brands, there is such a wide range of levels from which an organisation can be customer-centric. Customer centricity isn’t now and never will be a case of you are either doing it well or not well – subtle improvements in any of the 24 assessment points that make up the four pillars of customer-centricity can have a positive impact on the strategic direction and culture of your organisation
“In all honesty, the maturity audit was a wake-up call. Since the audit we have re-organised the E-commerce team to better support optimisation, and while we still have a way to go, I think we’re already seeing a more mature CRO effort.”
— Stuart McMillan, Former Deputy Head of Ecommerce at Schuh
Your Path Towards Transformative Customer-centricity
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
