Customer Experience Maturity

Customers are the lifeblood of every business. But while technology has taken some parts of the customer relationship online, the last few decades of technology innovation have skewed toward internal benefits over improving the customer experience. Publishing a product catalog online and letting customers order there provides great cost efficiencies for the business, for example, but may not do anything to improve the digital customer experience, and falls short of what’s possible: To present offerings in context to your customer, matched to their history and their needs. This is just one shift in approach we use to help our clients reach customer experience maturity.

To analyze your digital customer experience, we first build a CX maturity model that evaluates how well you understand your customers, target your offerings, and measure your results. Navigating the road ahead requires a grounding in the current state. Once we establish the “You are here” moment, we set about building a strategic CX roadmap to a future state and specifying a series of steps and technology ecosystem investments needed to get you there.

Our CX Maturity Model

Hero Digital CX Maturity Model

Our Approach: 5 Giant Steps


In the discovery process we work with senior leadership to understand critical business goals and KPIs for the next 12-36 months. From there we work with key internal and external stakeholders to research the current and desired states. We focus on the identification of key audiences across the customer base, the employees, and third parties in the supply chain to establish a foundation for future user persona development. We then analyze both competitors and best-in-class peers to benchmark the space and illustrate best practices for a winning digital marketing strategy.

  • Business Goals and Requirements
  • Stakeholder Interview Findings
  • User Persona Definition
  • Competitor and Peer Analysis


In the audit process, we focus on three main phases of the customer lifecycle: consideration, purchase, and post-purchase. We look at the current customer journey across digital marketing channels, and how that process is supported internally. Starting with brand, and moving through each channel, we look at the quality of the experience, the connectedness, the supporting systems, and the use of data to measure performance. The audit benchmarks the current state and informs the recommendations that follow.

  • Brand and UX Audit
  • Digital Marketing Audit
  • Data and Analytics Audit
  • Technology and Systems Audit


Based on learnings from the discovery and audit phases, we make detailed technology recommendations for systems needed to support the evolution of the customer experience. CMS platform selection, Marketing Automation, CRM, eCommerce, DMP, Analytics, Targeting, MDM, and BI systems are all of part of the CX technology ecosystem needed to operate a mature, customer-focused enterprise. During this process we make recommendations on which technologies to keep, which to upgrade, and which integration points will add value. Where indicated, we employ our Lean Platform Selection process to quickly select and purchase new technologies.

  • Technology Ecosystem Recommendations
  • Platform Selection Recommendations (per system basis)


Envisioning the future state is a critical part of the process. CX across channels is rich, dynamic, and immersive – and this is best expressed with a “show don’t tell” approach. Based on key audiences, critical KPIs, and the most illustrative moments of engagement, we build visual CX prototypes to demonstrate critical user flows in the customer experience lifecycle. Typically we will identify 4-6 engagement points to demonstrate and build out via rapid prototyping tools.

  • CX Prototype
  • UX Flows


At the end of the process we synthesize all of our learnings and recommendations into a 12-36- month CX roadmap for C-suite review. Supporting the roadmap, we provide financial analysis on required investments as well as projections of results and returns. First phases are presented as immediately actionable, with tactical next steps and specific timelines.

  • 12-36 month CX roadmap
  • Financial Projections