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CXM Maturity Series: Does Your CX Need to Evolve?

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Achieving great customer experience (CX) is becoming more and more challenging for multi-location businesses. Not only are these companies interacting with customers at hundreds or thousands of brick and mortar locations, but through different channels like call centers, websites, apps, social media, and more. Coordinating consistent, great CX across all of these locations and channels is no easy feat.

How do companies identify which areas are thriving and which areas need improvement?
How do companies know if customer expectations align with the experiences they’ve designed?
What actions need to be taken and how can companies track the impact those actions have on CX?

These challenges and questions are demanding organizations to evolve their CX faster. But, traditional, single-channel CX management (CXM) approaches don't provide businesses with a complete customer perspective - limiting the program's impact on CX. 

If you are a CX leader looking for a new approach, but not sure where to start, you're in the right place. Forrester’s CXM maturity model helps companies figure out where to focus their efforts by identifying six CXM competencies that every company needs to master.

In this six part blog series, we’ll share each CXM competency to help you gauge your company’s maturity. We will also share recommended tools and tips you can use to develop your maturity in each competency.

  1. Customer understanding
  2. Prioritization
  3. Design
  4. Delivery
  5. Measurement
  6. Culture

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