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Digital CX Maturity

Organizations are at differing levels of “digital CX maturity” – that is, the availability of digital channels, the integration of digital channels, the adoption by customers of digital channels and the overall customer experience on digital remains varied from organization to organization.

The Digital Customer Maturity index will provide an organization a sense of where they are in their digital CX transformation and provide a benchmark of where an organization may be as it relates to their peers.

Level 1 – Basic Contact Center and Digital Channels in Place
Level 1 – Basic Contact Center and Digital Channels in Place

Organizations at level 1 have made the basic investments in voice and digital channels. Customers have a range of channel choice available to them. However, organizations at level 1 still provide a disconnected experience to customers when they transition from one channel to another, whether from digital to voice or even between the digital channels themselves.

Level 2 – Integrated Channels for a seamless experience
Level 2 – Integrated Channels for a seamless experience

This level implies that organizations have realized the need and have made progress in unifying the channels to provide a seamless customer journey. Customers are able to start an interaction on the digital channel and seamlessly connect to the voice channel with full continuity of their data and session.

Level 3 – Driving Digital Adoption
Level 3 – Driving Digital Adoption

Having provided an integrated voice and digital experience, achieving level 3 maturity requires companies to foster digital habits within their customer base. Only when customers start using the digital channels will organizations be able to realize the benefits of self-service and start reducing inbound call volume.

Level 4 – Next Issue Avoidance
Level 4 – Next Issue Avoidance

Organizations reaching level 4 maturity already provide a superior customer experience in a multi-channel environment, with large adoption of their digital assets. Level 4 maturity advances an organization to be proactive and avoid issues. This is achieved by anticipating the needs of a customer and offering proactive engagement on multiple channels / the optimal channel.

Level 5 – A fully integrated digital experience
Level 5 – A fully integrated digital experience

Level 5 maturity indicates the pinnacle of success in delivering a truly digital experience that is entirely integrated at every step of the customer journey. Organizations reaching level 5 have clearly made a decision to consider the customer experience as the ultimate metric and have put the correct technology, processes and people in place to achieve this as an organization.