The Importance of a Customer Experience Management Vision on the Path to Maturity

By: Kate Zimmerman

March 29, 2016

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Forrester recently released their updated Customer Experience Management Maturity model. This model has become one of the leading industry standards for measuring how well your company is managing their customers’ experiences. But, what is customer experience management maturity and how can it help your brand?

First, it is important to make a distinction between customer experience and the practice of customer experience management. Customer experience management is the way that your company applies your CX vision to an actual customer’s experience, and then makes sure that the actual experience matches your vision.

This of course begs the question, what is your CX vision? Before you can even think about maturing your customer experience management program, you need to work with your stakeholders to establish a vision. This vision should most importantly reflect the needs of your customers, but it should also align with the goals and strategy of your business as a whole. Ensuring that these two areas match will set you up for CX success.

In addition to being forward-looking, your CX vision needs to be measureable. If you are unable to track your CX over time, it will be impossible to know if what you are doing is working. Consistently measuring and tracking your CX program allows you to make any changes based on customer needs. It also allows you to compare your actual progress towards your goal, coming back to Megan’s definition of customer experience management.

Tracking your progress will make scaling your customer experience management program more manageable. As your organization grows, it will become more difficult to translate your CX program across different departments and offices. A formal vision and measurement strategy will help keep you accountable and ensure consistency throughout the organization.

As your customer experience management program scales organization-wide, you need to make sure you are supporting the CX culture that comes along with it. Creating a CX culture is one of the five competencies that Forrester says mature CX companies have. You need to create an environment where employees are not only measured on CX success, but they are inherently helping customers because they want to. A truly mature organization would look at this as early as the hiring process–indicating a truly integrated customer experience management program.

Want to learn more about creating a customer experience management vision and how it can help you on your path to CX maturity? C3, our annual user conference, is less than a month away. This year, we’re very excited to welcome the author of Forrester’s Customer Experience Management Maturity Model, Principal Analyst Megan Burns back to our main stage as one of our all-star keynote speakers. Join us at C3 in just a few weeks!


Kate Zimmerman is a Content Marketing Specialist at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.