Become Customer-Centric

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The 24 Assessment Points of the Customer-Centricity Maturity Model

Paul Rouke

When the CRO Maturity Model was 1st created back in late 2014 by myself and some of the PRWD team, there were a total of 59 assessment points across the 4 pillars. Following the 1st strategic Maturity Audit for high street retailer Schuh in 2015, it was agreed that to make the Maturity Model less granular and more applicable to more companies, the assessment points would be reduced.

The assessment points were reduced down from 59 points to 21.

This meant the Model was leaner and more accessible, and allowed PRWD to capture benchmarking insights from companies across the world during 3 years using the CRO Maturity Audit online tool.

Fast forward to early 2021, and when Paul and myself came together to provide a strategic Customer-Centric Maturity Audit to a high growth online retailer, we worked together to enhance the Maturity Model.

The newly refined and evolved Customer-Centricity Maturity Model

Here is a summary of the evolved Maturity Model, with new assessment points highlighted for anyone who may be familiar with the original CRO Maturity Model developed by PRWD.

1.0 Strategy & Culture

  • 1.01 Core Business Strategy

  • 1.02 Business Mindset

  • 1.03 Senior, Influential Champion

  • 1.04 Continuous Learning

  • 1.05 Product-Led versus Customer-Led

  • 1.06 Cross-Departmental Dynamics - NEW

  • 1.07 Employee Experience (EX) - NEW

2.0 Tools & Technology

  • 2.01 Primary Analytics Tool

  • 2.02 VOC and Behavioural Insight Tools

  • 2.03 Business Wide Access to Customer Learnings

  • 2.04 Resources & Skills To Harness Tools & Tech - NEW

3.0 People & Skills

  • 3.01 Behavioural & User Research Resource

  • 3.02 Data & Analytics Resource

  • 3.03 UX Design Resource

  • 3.04 Development Resource

  • 3.05 Experienced Lead Strategist

  • 3.06 Human-Computer Interaction & Persuasion - NEW

  • 3.07 Persuasive Copywriting - NEW

4.0 Process & Methodology

  • 4.01 CX Improvement Hypothesis Approach

  • 4.02 CX Change Prioritisation

  • 4.03 CX Design Process

  • 4.04 QA and UAT Process

  • 4.05 CX Change Analysis

  • 4.06 CX Results & Learnings Report

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