Navigating Customer Experience


CEM Maturity Assessment 

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Derived from the results of our 2014 Customer Experience in Action Study, Strativity’s CEM Maturity Assessment Model evaluates a company’s progress on the customer experience journey across the five, core customer experience components (Strategy, Measurement, Employees, Customers, Organization) and then assigns the company to one of six phases (see below). 

In addition to understanding the financial impact of a fully customer-centric strategy – or lack thereof – companies must infuse customer centricity into organizational DNA, break down silos, change measurements and metrics, and adapt compensation plans. 

Three Actions Companies Can Take to Transform Customer Experience Management Strategy: 

1. Create a strong business case – Investing in the customer experience is a business strategy that needs to result in increased profitability. To ensure that a customer experience strategy will have long-lasting success, it must be grounded not merely in satisfaction and loyalty, but in a strong business case against which performance can be measured.

 2. Empower employees – Customer experience is ultimately a matter of performance. Design the performance of each employee to reflect the commitment to customer experience. All employees must share the same level of understanding, empowerment, and motivation to deliver exceptional customer experience.

 3. Integrate your customer experience and brand promise – A successful customer experience strategy must fulfill the brand promise made to customers. It is critical for there to be a single strategy against which a company executes. Rather than have a brand strategy and a customer experience strategy, there must be a single strategy that links the brand to the customer experience in a measurable way. 




Customer Experience Strategy