Conversational CX Maturity shows how well a company manages the customer experience. It measures how much the company focuses on customers in its culture, work, and tech, and asks “How focused are we on our customers?”.
We find the answer by checking a few key things:
- Customer centricity: Is the customer truly at the center of all experiences?
- Strategy: Is there a CX strategy in place that is being monitored and adjusted?
- Software: What tools are being used to orchestrate CX?
- Feedback: Is customer feedback collected and used to improve experiences?
- Integration: How integrated are channels and tech to offer seamless CX?
Why is it important to track Conversational CX Maturity?
Tracking CX maturity is crucial for several reasons:
- Identifies areas for improvement: It pinpoints weaknesses in your CX program, allowing you to prioritize investments and focus on the areas that will have the biggest impact.
- Measures progress: It provides a benchmark to track your progress over time and demonstrate the ROI of your CX initiatives.
- Drives business growth: Mature CX programs are linked to increased customer loyalty, higher customer lifetime value, and improved profitability. Happy customers are more likely to return and recommend your business.
- Enhances competitive advantage: CX is a key differentiator. A mature CX program can set you apart from the competition and attract new customers.
- Improves employee engagement: A customer-centric culture often translates to higher employee engagement. Employees who are empowered to deliver exceptional CX are more likely to be motivated and productive.
- Facilitates data-driven decision-making: CX maturity relies on data and analytics. By tracking CX metrics, you can make informed decisions about your CX strategy and allocate resources effectively.
- Aligns the organization: Tracking CX maturity helps align different departments around a common goal: delivering exceptional customer experiences.
Find out more:
How do you measure Conversational CX Maturity?
Conversational CX Maturity is mapped out on a quadrant scale that features two important variables:
- Journey scoring: This consists of a mixture of channels used to communicate with customers as well as what use cases are being automated over these channels.
- Sophistication scoring: This analyzes a brand’s approach to integration of tools, platforms and tech used, and communication strategy in marketing and support, and how they analyze data.
These factors tell us a lot about a brand’s ability to meet customer expectations, how organized their strategy is, and how advanced their tech stack and integrations are.
What makes a brand mature in Conversational CX?
We identified six criteria that influence a brand’s maturity:
- 6+ channels
- Automation of complex and simple use cases
- Fully integrated channels and software
- Omnichannel strategy
- Customer feedback collection
- Personalization based on data and feedback
Learn what makes a brand mature in conversational CX:
Building a conversational AI strategy: Step-by-step guide
A solid strategy is the key to building a successful conversational AI system. Here’s a step-by-step guide on where to get started:
- Define clear goals
- Understand the audience
- Map the customer journey
- Integrate the right tools and technology
- Design the conversational experience
- Train the conversational AI
- Test and optimize the solution
For a more in-depth explanation, read our blog:
Infobip’s CX Maturity Assessment
Our assessment evaluates you in 4 categories:
- Channels and technology
- Communication management
- Marketing management
- Analytics and metrics
You will receive a grade for your maturity level in each category, from “Rookie” to “Master”, along with personalized solutions to improve your customer communication.