Customers in every industry are evolving in step with the technology they touch. Advancements like vehicular Wi-Fi connectivity are becoming mainstream and the phrase “hang up” the phone has lost true meaning for anyone born in the last decade. The mobile shift is causing more rapid consumer evolution and creating a symbiotic relationship between man and machine, leaving brands with two real options: stay ahead or be left behind.
Here’s the premise: Enterprises can only achieve true customer experience lifecycle management maturity by considering both how customers perceive their experience and how the organization is delivering that experience. West’s maturity model tackles five distinct levels:
- Disconnected — Unpredictable. Poor transparency. Technology distinct from business responsibilities.
- Multi-channel — Reactive. Minimal channel and data integration. High level of customer and workforce effort needed.
- Connected — Intertwined channels. Good balance of self-service and proactive engagement. Data traverses all functions and interactions.
- Predictive — Complete integration of technology, data and processes. Analytics guide intelligent experimentation and strategic implementation.
- Prescriptive — Seamless orchestration. Automatic adjustments prescribe next best action for individual users based on real-time data.
Assessing where your CX stands currently is the biggest step toward achieving an ideal one.
Take the assessment and then have a look at this complementary Customer Experience Lifecycle Management whitepaper to start thinking about your strategic roadmap to scale the maturity model.