Get Ready to Take the CX Maturity Assessment

Bad = No online ordering method

Poor = Ability to take Orders online with payment instructions

Average = Online eCommerce shopping experience on web and mobile.

Good = Assisted eCommerce with online/offline experience on mobile, payment options, subscriptions, recommendations, mobile friendly and chat.

Awesome = Experiential online/offline shopping experience with smart recommendations, location-based mobile, chatbot and click & collect.

Bad = No online ordering method

Poor = Ability to take Orders online with payment instructions

Average = Online eCommerce shopping experience on web and mobile.

Good = Assisted eCommerce with online/offline experience on mobile, payment options, pay by Account, recommendations, mobile friendly and chat.

Awesome = Experiential online/offline shopping experience with smart recommendations, location-based mobile, chatbot and click & collect.

Bad = No loyalty program in place

Poor = Provide ad hoc loyalty benefits to customers

Average = Provide an official member rewards program

Good = Reward good customer behaviour with offers and benefits.

Awesome = Surprise and delight customers behaviour with real time offers and value

Bad = No campaigns

Poor = Ad Hoc campaigns

Average = Regular segmented multi-channel marketing campaigns

Good = Consistent and dynamic personalised omni-channel campaigns

Awesome = Online and Offline experiential campaigns

Bad = No regular social media use

Poor = Ad hoc social publishing and engagement

Average = Social publishing, engagement and reporting.

Good = Social publishing, engagement, reporting, listening and customer service.

Awesome = Social automation of publishing, engagement, reporting, sales, social and tagging.

Bad = No customer journey automation

Poor = Basic customer journeys like welcome and onboarding

Average = Sales and Marketing email automation

Good = Omnichannel journeys across the customer lifecycle including acquisition and retention

Awesome = Smart online and offline real-time interactive experiences that drive customer life time value.

Bad = No influencer program

Poor = Influencer contracts

Average = Influencer program with contracts and a system to track commissions

Good = Influencer program with contracts, listening, reporting and commissions

Awesome = Influencer Self-service online portal

Bad = No transactional messaging or order updates

Poor = Ad hoc order status updates

Average = Email transactional messaging through the order experience 

Good = Omnichannel transactional messaging through the purchase and order experience

Awesome = Experiential omni-channel messaging through the browse, purchase and order experience

Bad = Ad Hoc or No Chat

Poor = Native Chat(s)

Average = Omnichannel Chat

Good = Chatbot

Awesome = Conversational Chatbot

Bad = No return or refund process

Poor = We have a returns and refund process

Average = We have a returns and refunds process and tracking system

Good = Self-service returns and refunds through the website

Awesome = Easy omni-channel (email, SMS, chat) self-service returns and refunds

Bad = No phone service available

Poor = Informal phone service

Average = Provide official phone service

Good = Integrated phone service with screen pop in CRM

Awesome = Conversational Voice Bot with human handoff

Bad = No email service

Poor = Ad hoc email service

Average = Official email service

Good = Responsive email service with templates and knowledge

Awesome = AI-Powered email service with templates, knowledge and automation 

Bad = Respond occasionally or never

Poor = Respond on social pages

Average = Community engagement

Good = Social customer service with CRM integration

Awesome = Social customer service with CRM integration, Intelligent routing and automated tagging

Bad = No self-service

Poor = FAQs on website

Average = FAQs and Request forms on website

Good = Customer login with web self-service and FAQs

Awesome = Conversational self-service through Voice or Chatbot

Bad = No surveys

Poor = Ad hoc surveys as needed

Average = Regular surveys to capture customer information

Good = Progressive and smart surveys that capture information over time

Awesome = Conversational surveys that organically asks questions, and captures information over time

Bad = No processes or procedures

Poor = Ad hoc process and procedure documentation

Average = Processes documented, managed and accessible to staff

Good = Self-service Knowledge regularly optimised and suggested based on keywords.

Awesome = Embedded Knowledge regularly optimised and suggested based on context.

Bad = Mostly run on spreadsheets and/or paper-based

Poor = Customer data stored across Multiple Apps and Data Silos

Average = Customer data is mostly stored in a centralised CRM

Good = Customer and related data is stored and easily accessible in centralised CRM

Awesome = Single Customer View around Customers, Partners and Employees

Bad = We may be at risk of a Data Breach

Poor = There is a Data Security Policy

Average = Data security is managed proactively

Good = Data security is in our culture

Awesome = Data security is our USP

Bad = Data is manually transferred or re-keyed to keep systems in sync

Poor = Some systems are connected with a file-based integration

Average = Most systems are integrated with a Middleware or API

Good = All systems are safely and easily connected and kept in sync

Awesome = Data and microservices are safely and easily accessible with reusable and well documented internal and external APIs

Bad = No formal reporting

Poor = Ad hoc reporting

Average = Manual Reporting organisation-wide

Good = Report automation across the organisation

Awesome = Intelligence and insights are embedded in the context of my job with monitoring, alarms, automated reporting, benchmarking and goal tracking.

Bad = No Owner internally

Poor = Marketing Director / Middle Management

Average = Chief Marketing Officer

Good = Chief Digital Officer or similar neo-role

Awesome = CEO

Bad = No budget for CX

Poor = Reallocated budget for CX

Average = Approved budget for CX

Good = Dedicated CX team 

Awesome = Major capital investment in CX

Bad = No Roadmap

Poor = 3 month Roadmap

Average = 1-2 year Roadmap

Good = 3-5 year Roadmap

Awesome = 5-15 year Roadmap