Get Your Customer Experience Maturity Assessment Score Now!
The bar on Customer Experience standards is raised higher with each passing day. Consumers want results faster, easier, and everywhere. In short, they expect amazing.
A critical tool in our Digital Envisioning process, a Maturity Assessment quickly identifies any capability gaps to enable a more informed prioritization of initiatives, and is the first step towards transforming your customer engagement practices.
Our proprietary CX Maturity Model gathers hundreds of data points across four foundational competencies essential to beating the competition:
Please take a moment to assess the Maturity of your organization’s Customer Experience now with this interactive preview of the full assessment tool.
As you proceed through the assessment, your current maturity levels are plotted. Each core competency is represented in its own quadrant. Scores are visualized against the maturity benchmark levels of "Minimal," "Emerging," "Engaging," and "Leading."
As you proceed through the assessment, your current maturity levels are plotted. Each core competency is represented in its own quadrant. Scores are visualized against the maturity benchmark levels of "Minimal", "Emerging", "Engaging", and "Leading".
YOUR CUSTOMER EXPERIENCE MATURITY ASSESSMENT
Your Experience Score:
By completing Anexinet's online preview of our CX Maturity Model, you have obtained important insight into one of these competencies - the Experiences quadrant.
To obtain a complete Analysis (PDF) of your customer experience assessment results, please provide your contact information.
Customer experience (CX) is defined by the quality of all customer interactions with your company.
Better customer experiences result in better business results — more customers, increased sales and greater loyalty. In today's world, the quality of a customer's digital experiences is equal to, or more important than, that customer's physical in-person experiences. Yet many companies still lag behind when it comes to providing digital experiences that differentiate them in the marketplace and bring competitive advantage.
Anexinet's Customer Experience Maturity Model identifies four critical disciplines.
- Experiences: The actual interactions between you and your customers
- Insights: The information (data and analytics) captured and used to optimize customer experiences
- Technology: The digital technology powering your customer experiences
- Process: The operational processes supporting the customer experiences
Understanding your company's maturity level in these four areas is an important
step to identifying capability gaps and building a roadmap for improving the customer experience. Completing our Maturity Assessment preview is a simple, solid first step. This online preview offers an abbreviated assessment of the Experiences discipline. A detailed assessment of all four disciplines is available via Anexinet's Customer Experience Kickstart engagement.
Questions related to Digital Reach are assessing the breadth of your interaction capabilities. Today's consumers demand multiple options for digital engagement so that they can engage wherever and whenever they decide. These engagement options are often referred to as Digital Channels. By providing multiple channel options, consumers can select the interface that is most convenient depending preferences, location, current objectives and other factors.
Your Digital Reach Maturity Level: Emerging
As customers move through their journey of interactions with your business, your assessment indicates there may be gaps in their ability to engage in the most convenient manner. This may cause friction during attempts to accomplish tasks, leading to frustration and reduced satisfaction.
You should perform a full review of common journeys and tasks for each customer persona, followed by an assessment of the digital interaction options at each phase.
The assessment indicates you have clearly invested in digital engagement capabilities and customers are offered a fairly broad set of engagement options
To ensure your investments are resulting in the best possible experience, you should reexamine customer journeys and tasks for each persona, checking for gaps or "weak points" in their digital interaction capabilities. It's important to remember that it takes only one poor experience to severely degrade an overall satisfaction rating.
In order to assess the capabilities offered by your digital experiences, you must understand the customers' journey as they navigate through a series of interactions with your company. Consider the following generic customer journey:
Assessment questions related to Capabilities are design to ensure the proper content and features are being offered consistently across all digital channels to cover all stages of the customer journey.
Your Digital Capabilities Maturity Level: Emerging
During the awareness and consideration stages, marketing plays a key role. It's important to differentiate your products or services and ensure that messaging is both available and consistent across all digital channels.
The Transaction and Service/Support stages typically have the most influence on customer experience. The ability to allow transactions to be completed digitally is essential. More importantly, the experience must be simple, intuitive and pleasant.
Your assessment response indicates you don't currently offer a native smartphone app for customers to complete transactions. This is a gap that should be carefully reviewed. A rapidly expanding segment of consumers strongly prefer to transact on their phones. Statistics also show that the mobile channel is a key influencer of web and physical store transactions.
Your assessment indicates that chat is a digital channel that should be further developed for customer interactions. Text based chat as a digital interaction medium is exploding in popularity. Like many technology trends that begin in the consumer space, digital chat is entering a period of rapid adoption in the enterprise. Consider the following statistics:
- More than 50% of customers would prefer to use online chat before calling a company for support. (Sources: Harris Research and Facebook)
- 62% of customers expect live chat to be available on mobile devices, and if available, 82% would use it. (Source: Moxie Software)
- By 2019, 40% of enterprises will be actively using chatbots to facilitate business processes using natural-language interactions. (Source: Gartner)
Proactive and prescriptive content delivery is also an important contributor to customer experience. This includes sending helpful email and push notifications to devices based on contextual information and customer analytics.
A simple example of elevating a digital experience is offering dynamic FAQs that intelligently adjust based on customer intelligence blended with current call center and social media activity.
Adding personalization and intelligence to digital interfaces requires a thorough understanding of your customer personas and journeys. Although it is was not covered in this preview assessment, processes and technology related to customer data capture and analytics are a key dependency.
You should never underestimate the impact that Digital Design can have on customer experience. Human beings are both rational and emotional. The rational side wants to make informed decisions and get things done quickly. The emotional side wants to feel a positive connection. This duality makes design-thinking a critical element to business success.
Your Digital Design Maturity Level: Emerging
Your assessment indicates opportunities for improvement on the "look and feel" aspects of some digital interfaces. Having a modern and aesthetically pleasing design across all digital interfaces helps to make emotional connections with your customers. Consider the following:
- Judgments on website credibility are 75% based on a website's overall aesthetics. ( source: http://www.bcs.org/upload/pdf/ewic_hci09_paper66.pdf )
- First impressions are 94% design-related (source: https://www.researchgate.net/publication/221516871_Trust_and_mistrust_of_online_health_sites)
- Choosing a specific blue over some other hues amounted to an additional $80 million in annual revenue for Bing. (source: https://www.cnet.com/au/news/behind-bings-blue-links)
While having a modern look and feel addresses the emotional side of human interaction, having a task oriented design is even more critical. Customers log in to digital business applications looking to accomplish very specific objectives. The application layout and flow should be designed around these objectives, with the most common tasks front and center.
You maturity assessment suggests a more task oriented design is needed within your company's digital interfaces. Many application designers fall into the trap of trying to create a perfectly hierarchical navigation structure with tasks carefully grouped into nested categories. While this may be sound information architecture, it overlooks the critical fact that not all application features have equal importance to the consumer. Customer actions don't follow a database structure. Features should revolve around key customer journeys. Knowing and surfacing the most common journeys and tasks within an application is crucial to customer satisfaction.
Highlighting the most relevant actions within an application becomes even more powerful when user personas, context and preferences are considered. This is where personalization comes in.
Your assessment indicates that your company's digital experiences may be lacking in personalization. This requires more intelligent applications, which means raising your level of maturity in both analytics and dynamic interface building. Intelligent applications have the capability to adjust their points of focus based on context and preferences. Driven by advanced analytics, intelligent applications rely on "signals" to drive their behavior. Internal signals come from the applications themselves by logging and analyzing how specific personas are using the applications. External signals add context. They may include time of day, location, weather, call center activity, social media activity, and other factors.
A final point of emphasis related to Digital Experiences is application performance. The expectations for application responsiveness continue to increase. Customers in a physical store will tolerate waiting a few minutes for service. Digital application users are far less patient. Consider the following statistics:
- Slow-loading websites cost retailers £1.73 billion ($2.6 billion) in lost sales each year. (source: https://econsultancy.com/blog/9790-slow-loading-websites-cost-retailers-1-73bn-in-lost-sales-each-year)
- Researchers at Microsoft found that a website begins losing traffic to competitors when it takes 250 milliseconds longer to load.
From a maturity assessment standpoint, much of the emphasis for delivering high-performance applications falls into the "Technology" quadrant. This is because infrastructure, application architecture, caching techniques and other factors come into play.
When customers have a subpar digital experience, they fault the company. To consumers, there's no satisfactory excuse for a poor digital experience.
Delivering great experiences requires mastering the four competencies: Experiences, Insights, Technology and Process.
By completing Anexinet's online preview of our detailed CX Maturity Model, you have obtained important insight into one of these competencies - the Experiences quadrant. We hope you'll continue your journey to becoming a leader in Customer Experience by unlocking the other three assessment quadrants and completing a more detailed assessment that is customized for your industry and business.