Looking for proven ways to improve business outcomes?Focus on CX maturity that maps to real-world success

C X E V O L U T I O N O V E R V I E W

Customer experience will be the next competitive battleground...because while features, functions, and materials are easy to replicate, experiences are not. Organizations may have ample data on the way customers view their brands, but the key isn’t knowing what customers think of you today; it’s knowing how to improve what they’ll think of you tomorrow.

C X E V O L U T I O N O V E R V I E W

CXEVOLUTION™: MUCH MORE THAN A BENCHMARKIn more than five decades of work with organizations around the globe, we’ve seen one overwhelming need: a framework within which to assess an organization’s CX progress—and against which to evaluate new investments. The lack of such a comprehensive framework is likely the reason that organizations are planning to spend more than $8 billion dollars on CX by 2019, but 72% of CX professionals aren’t satisfied with the impact those CX efforts are having on business outcomes.

The problem isn’t generally the will; it’s the way. To achieve new levels of CX maturity—and the business benefits that accrue along the way—organizations need to go beyond a VOC program. While VOC is an important cornerstone of any CX program, true customer and business success requires three things:

1 2 3AssessAn ability to measure an

organization’s current CX

performance

PlaceAn understanding of the benefits and

opportunities of their current position on

the CX maturity scale

EvolveA clear roadmap for

moving up—as well as the technology and

services to help them do so

72% of CX professionals don’t feel

their programs are successful in producing business outcomes

(Source: MaritzCX Challenges and Practices Survey)

$8,390,000,000 Estimated spend on CX by 2019

(Source: Markets & Markets)

INTRODUCTION

Customer experience will be the next competitive battleground...because while features, functions, and materials are easy to replicate, experiences are not. Organizations may have ample data on the way customers view their brands, but the key isn’t knowing what customers think of you today; it’s knowing how to improve what they’ll think of you tomorrow.

CXEVOLUTION INSIGHT36% of CX pros and frontline employees say management is more focused on the score than improving CX.

And while maturity models in the CX industry abound, most of them aren’t objectively validated, detailed enough to allow for measurable progression, or capable of producing recommendations that drive real action and change. A true solution includes not only a robust assessment, but the right combination of

products, services, and expertise to help you evolve along the continuum.

Figure 1: The CXEvolution Maturity Model includes 8 discrete stages based on an evaluation of 14 different CX competencies.

Figure 2: The free, online CXEvolution assessment provides the quickest way to evaluate an organization’s CX competency.

1. FREE, ONLINE ASSESSMENT Our free, web-based assessment provides the quickest way to baseline an organization’s CX efforts and program. By analyzing an individual’s responses about their organization’s people, processes, organizational structure, information systems, customer focus, and culture, this assessment provides an excellent starting point for CX advancement.

What You’ll Get: Four-page summary of placement on the CXEvolution maturity model and CX health in six dimensions, as well as a comparison with other organizations.

Interested? Visit www.maritzcx.com/assessment.

INTRODUCING THE CXEVOLUTION MATURITY MODELThe MaritzCX CXEvolution maturity model, by contrast, is empirically validated, granular enough to guide action and planning, and based on an assessment that reflects 14 CX competencies and decades of real-world experience.

It not only categorizes your organization into one of 8 discrete stages based on your policies, practices, and general readiness; it tells you exactly what you can do to achieve new levels of CX maturity.

HOW TO GET ON THE MAPThey say the journey of a thousand miles begins with a single step. And in the case of CX maturity, that step is to assess where you are on the model. MaritzCX offers three ways to do this:

CXEVOLUTION INSIGHTMany organizations think CX success hinges on more data sources, but additional data doesn’t always move the needle. Taking action on the data you have does.

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CXEvolution Maturity

ApatheticInvestigate

MeasureRespond

StandardizeSolve

Align

Enculturate

CXEvolution Stage

60-000003-002 03/17 © 2017 MaritzCX Holdings LLC. All Rights Reserved. All third-party trademarks are the property of their respective owners.

C X E V O L U T I O N O V E R V I E W

MaritzCX believes organizations should be able to see, sense and act on the experiences and desires of every customer, at every touch point, as it happens. We help organizations increase customer retention, conversion and lifetime value by ingraining customer experience intelligence and action systems into the DNA of business operations. For more information, visit www.maritzcx.com.

To demo a product or to contact MaritzCX callNorth America +1 385.695.2800 I Asia Pacific +61 2 8397 8131 I UK & Eire +44 (0)1494 590 600 I Germany +49 (0)40 369 833 0

maritzcx.demaritzcx.co.ukmaritzcx.commaritzcx.com

WHY ACT NOW?You may think that pursuing revenue goals, innovating your product, or achieving greater operational efficiencies are the most fruitful areas for investment. But the truth is that CX underpins and drives success in each of these areas. In other words, get the customer experience right, and all else follows. In fact, as the graph below shows, companies that focus on CX realize significantly higher financial performance and customer retention as they move up the CX maturity scale.

Better yet, there’s still time to use the differentiating power of CX to your competitive advantage. Our global CXEvolution™ study indicates that a full 72% of organizations haven’t yet put a formal CX program in place and are still operating at the lowest levels of maturity. That means the opportunity for you to lead the way and leapfrog the competition is significant.

Figure 5: Companies that are at the highest levels of maturity are 3 times more likely to have improved financial results and retention as compared to those in the lower half of the maturity curve.

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58%

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3XFINANCIAL PERFORMANCE

CUSTOMER RETENTION

Figure 6: The majority of organizations are operating at the lowest levels of CX maturity.

CONCLUSIONCXEvolution is a radical new approach to not only understanding how well you are delivering on CX, but specifically what you need to do to improve. Isn’t it time to stop chasing the score and start chasing results instead? Contact MaritzCX today and find out how you can evolve your CX maturity step by step--and deliver concrete benefits to the bottom line all along the way.

For more details, visit www.maritzcx.com/cxevolution.

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80%

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CXEvolution™ Stage

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Figure 3: The mid-level, diagnostic CXEvolution assessment provides a detailed summary of organizational health and a set of goals and recommendations to advance CX maturity.

Assessment Recommendations

Highest Priority

Customer Processes

• Ensure that processes are designed from a customer-centric standpoint, not a purely efficiency-based standpoint

• Start with customer experience design and work backwards, looking for areas to create efficiencies and reduce waste

Analysis • Basic Linkage Analysis

• NPS impact by KPIs & internal data

• Text Analytics

VoC Integration • ID & implement best practices

• ID & implement service standards

• Expand Allegiance results access

• Annual satisfaction plan & check-ins

Structure & Staffing • Structure & staff CX area to meet assessment recommendations

Secondary Priority

Target Setting • Targets based on year over year change

• Competitive benchmarks for context only

Survey Questions • ID KPIs & add to surveys

• Add competitive comparison questions to survey

Additional VoC Sources

• Journey Mapping

• Ongoing transactional survey

Organizational Alignment • Clarity that CX is a business

• Clear expectations and consequences

2. MID-LEVEL, DIAGNOSTIC ASSESSMENT

Our mid-level assessment analyzes responses from the survey described above—but from respondents across the organization, as well as a survey focused on service climate.

What You’ll Get: Detailed, personalized summary of organizational health customized by a CX professional—as well as a relative measure of performance in each of 6 dimensions and 14 competencies, and a set of goals and recommendations to advance CX maturity.

Interested? Contact your MaritzCX sales representative or visit www.maritzcx.com/cxevolution.

3. IN-DEPTH, PRESCRIPTIVE ASSESSMENT

MaritzCX will conduct an extensive review of CX efforts and service climate leveraging the surveys described above, as well as one-on-one interviews with key stakeholders. This assessment also includes an audit of the organization’s data and processes in areas like hiring and training, customer support, and rewards and recognition.

What You’ll Get: Custom report of CX health across 6 dimensions and 14 competencies, a phased set of detailed recommendations for each area reviewed, and ongoing personalized consultation to take your CX program to new heights.

Interested? Contact your MaritzCX sales representative or visit www.maritzcx.com/cxevolution.

Figure 4: The in-depth, prescriptive CXEvolution assessment offers a custom report of CX health, a phased set of detailed recommendations, and ongoing personalized consultation.

M A R I T Z C X . C O M

CXEVOLUTION INSIGHTTaking an inconsistent approach to CX is often worse than doing nothing at all.