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Customer Experience Maturity Model Best Practices

The Customer Experience Maturity Model describes a process that organizations can go through to better center their business on the needs of their customers. The experience maturity model provides guidance on how to align all of the organization’s employees, procedures and technologies toward providing the best experience and products to customers. The 7 steps of the Customer Experience Maturity Model include: Initiate, Radiate, Align, Optimize, Nurture, Engage, and Attain Lifetime Customers.

More about Customer Experience Maturity Model

Description of Customer Experience Maturity Model

The Customer Experience Maturity Model can be used as a tool to identify innovative ideas for how to better focus the business around delivering a superior customer experience. The Customer Experience Maturity Model contains 7 steps that should be followed in the order provided:


Step 1: Initiate – Create an internet presence for the organization that provides information about the company and what it offers to its clients. The goal at this stage is to make it as easy as possible for customers to learn about your organization. This can be accomplished by becoming the top hit on a search engine or mass emailing/mailing your customers.


Step 2: Radiate – Disseminate company information to the customer. More specifically, inform your customers about new social media content, the new website that has been created, new or discounted products or services being offered, or different ways of engaging with the company (e.g., “like” buttons or feedback platforms).


Step 3: Align – Enact strategies to reinforce customer-centric behaviors and processes. Specifically, think about how the customers’ needs should be aligned with hiring procedures, performance management systems, and employee incentive programs. It is also advisable to enact trainings for your employees on how to behave in a customer-centric manner and adopt a customer-centric mindset, incorporate customers into the values of the organization, or create metrics that are used to track the progress of your customer-centered methods and employee behavior.


Step 4: Optimize – Develop systems to engage your customers with the process. Specifically, allow customers to provide feedback on and respond to these new customer-centered processes. Additionally, deepen your knowledge on your customers’ behaviors by allowing them to fill out profiles, participate in focus groups, or create customer communities. Create incentives to promote engagement with the feedback tools.


Step 5: Nurture – Utilize the feedback that customers provide to the organization. Specifically, determine which feedback platform customers are most responsive to and draw insight from their comments. Try to further engage by sending out automated email messages, newsletters or cart abandonment reminders. Make the communications as personalized as possible.


Step 6: Engage – Create a database or customer profile with all of the amalgamated information so that every employee in the organization shares a single view of its customers. Then, determine who will manage and maintain the data base or profile.


Step 7: Attain Lifetime Customers – Utilize the database or profile to improve customer experiences. In this way, the organization will attain customer loyalty. Most important at this step is to update the database or profile as technologies and customer needs change, and analyze that data to make informed decisions. In this way, the organization can continue to provide the best service to its customers while fulfilling all of their needs.

Tools & Templates

Collecting and managing customer information typically requires the use of data-analysis software including databases and spreadsheets.

Praxie's Online Customer Experience Maturity Model Tools & Templates

Unlike most traditional Customer Experience Maturity Model techniques, Praxie’s online Customer Experience Maturity Model collaboration tools allow any team or organization to instantly begin working with our web templates and input forms. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.