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CXMaturity Assessment Video

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:

  • Experiences
  • Insights
  • Technology
  • Process

Please take a moment to assess the Maturity of your organization’s Customer Experience now with this interactive preview of the full assessment tool.

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.

The Maturity Model

Anexinet's CX Maturity Model provides an assessment of your digital Customer Experience capabilities. Individual responses are weighted and scored to produce a ranking at one of the following levels:

The bottom 25% relative to other companies. An overall ranking in the Minimal range indicates you are just beginning your digital transformation journey as it relates to customer experience. Launching a holistic Customer Experience Strategy initiative is the recommended next step.
Indicates you offer some table stake capabilities for digital customer engagement. Though below average (25th - 50th percentile), this ranking indicates your customers do have some capabilities to interact with you via digital interfaces. An Emerging ranking can indicate, for example, that you offer web self-service but not mobile. Recommended next step is adopting a Digital Customer Experience enhancement strategy.
Your digital customer engagement capabilities are above average (50th - 75th percentile). Congratulations. Your company has done a commendable job with its digital transformation and you are poised to realize the many business benefits. Having achieved this level, you are in a great position to advance to the Leaders quadrant. Recommended next steps include pursuing targeted initiatives to close any remaining gaps and graduate to the top tier of digital leaders.
Your company is a leader in digital engagement. Ranking in the top 25th percentile means both you and your customers are benefiting from the digital initiatives you have completed. Recommended next steps are to avoid complacency by continuing to invest in the maintenance and enhancement of digital platforms and interfaces. Remember, the only thing advancing faster than technology is customer expectations!

Your Experiences Score


The Experiences quadrant measures the depth and breadth of digital interaction capabilities you currently offer customers. The assessment focuses on reach, capabilities and design.

Digital reach assesses whether or not your digital interfaces span all the possible ways in which customers may want to engage, depending on their context and preferences. The key is to ensure convenient engagement options exist at every stage of the customer journey. Digital and physical engagement points should also be highly complementary.
The capabilities assessment evaluates the range of content and features you offer to customers through digital channels. Helpful information, fresh and timely content and innovative features lead to increased engagement. A more engaged customer is likely to be a more satisfied and higher value customer.
Emotion is a powerful motivator. Customer Experience leaders excel at making emotional connections during their interactions. For digital interfaces, this means employing professional design aesthetics that are highly consistent with your brand. It also means designing interfaces that are simple, consistent, task-oriented and highly satisfying to use. Most importantly, digital interfaces need to be highly responsive. During an in-person encounter, a consumer will typically tolerate waiting a few minutes for service. Online consumers are far less patient and forgiving.

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

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.

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

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.

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:
  • 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.

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