Organizational Growth Through CX Maturity


In today’s competitive landscape, delivering exceptional customer experiences isn’t just a goal; it’s a necessity for sustained success. Yet, despite the abundance of resources and attention dedicated to customer experience (CX), many organizations still struggle to achieve higher levels of CX maturity.

What is Customer Experience Maturity?

Customer experience maturity is a way of measuring an organization’s ability to design and deliver a consistently positive customer experience. There are various CX maturity models, but they share some common characteristics. These characteristics may include:

  • Customer-centric culture: The organization has a culture that is obsessed with the customer and focused on meeting their needs.
  • Customer journey mapping: The organization has a deep understanding of the customer journey and the touchpoints at which customers interact with the brand.
  • Voice of the customer (VOC) program: The organization has a systematic process for collecting and analyzing customer feedback.
  • Data-driven decision-making: The organization uses customer data to inform its CX strategy and decision-making.
  • Employee engagement: Employees are empowered to deliver a positive customer experience.

The Business Case for Customer Experience Maturity

The benefits of achieving higher levels of customer experience maturity are clear. Back in 2015, MaritzCX conducted a revealing study that shed light on the state of CX maturity across industries. Astonishingly, they found that a staggering 87% of organizations were operating at the lowest half of their CX maturity scale. This means that most businesses were stuck in the initial stages of CX development, missing the significant benefits that come with higher maturity levels.

What’s more intriguing is the correlation between CX maturity and business performance. Organizations that were positioned in the higher half of the CX maturity scale were experiencing remarkable results – three times higher revenues and three times higher customer retention rates. This underscores the tangible impact that prioritizing CX can have on the bottom line.

However, despite these compelling statistics, the reality remains stark. According to a Bain study, while a striking 80% of business leaders believe their organization delivers a superior customer experience, only a mere 8% of their customers share the same sentiment. This glaring perception gap highlights a critical disconnect between what businesses think they are delivering and what customers experience.

How to Achieve Customer Experience Maturity

There is no one-size-fits-all approach to achieving customer experience maturity. However, there are some general steps that organizations can take to improve their CX.

  • Assess your current state: The first step is to understand your current CX maturity level. There are several CX maturity models available, and many CX consultancies offer CX maturity assessments. HorizonCX offers a free CX maturity assessment here:
  • Develop a customer-centric strategy: Once you understand your current state, you can develop a customer-centric strategy that outlines your goals for improving the customer experience.
  • Focus on the customer journey: Map out the customer journey and identify the key touchpoints at which customers interact with your brand. Then, focus on identifying customer pain points and improving the customer experience at each of those touchpoints.
  • Collect and analyze customer feedback: Establish a system for collecting and analyzing customer feedback. This feedback can be used to identify areas for improvement and track your progress over time.
  • Empower your employees: Employees are on the front lines of customer experience. Empower them to deliver a positive customer experience by providing them with the training and resources they need.

What’s holding organizations back?

One major hurdle is the lack of awareness and understanding of basic CX principles and best practices. Many companies may have the desire to improve CX, but without the necessary knowledge and guidance, they struggle to implement effective strategies. HorizonCX offers a hands-on experiential training and certification course in the fundamentals of CX. This program is offered on a monthly cadence at a reasonable and modest registration fee and on a schedule that accommodates most organizations.

Among other hurdles are organizational silos and disjointed processes that can hinder efforts to deliver a seamless and cohesive customer experience. When departments or divisions operate in isolation, it becomes challenging to align goals and initiatives around the common objective of enhancing CX.

Furthermore, insufficient investment in CX technology and resources can impede progress. Without the right tools and support systems in place, businesses may find it difficult to gather and analyze customer feedback, identify pain points, and drive meaningful improvements.

Despite these challenges, there is hope for organizations looking to elevate their CX maturity. One proactive step that businesses can take is to undergo a CX maturity assessment as described above. This assessment provides valuable insights into current CX capabilities, identifies areas for improvement, and helps chart a roadmap for advancement. To help facilitate a wider and more encompassing organizational CX assessment, HorizonCX can provide businesses with a unique token that can be distributed among employees to obtain a more balanced view of CX maturity. Contact HorizonCX at


Customer experience is a critical differentiator in today’s competitive marketplace. Organizations that prioritize customer experience and strive to achieve higher levels of CX maturity will be better positioned to drive customer loyalty, retention, and revenue growth. Achieving higher levels of CX maturity is not only essential for organizational success but also a competitive imperative in today’s business landscape. By acknowledging the gap between perception and reality, investing in CX initiatives, and leveraging resources like CX maturity assessments, organizations can unlock new opportunities for growth and differentiation. The journey to CX maturity may be challenging, but the rewards – increased revenues, improved customer retention, and sustainable competitive advantage – make it well worth the effort.

Click HERE to learn more about HorizonCX:

Karl Sharicz – Founder, CEO – HorizonCX | April 2024

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