Customer experience maturity model

What is a CX maturity model template?

A CX maturity model template is a structured framework that helps organizations assess how advanced and effective their customer experience operations truly are.

Rather than guessing where you stand, this model provides a clear, objective way to evaluate your current capabilities, understand what “good” looks like, and identify the steps needed to progress.

With this model, CX stops being a vague concept and becomes an organizational discipline with measurable components, benchmarks, and actionable next steps.

What’s inside the template?

The template includes a complete CX maturity matrix, covering five core dimensions of customer experience and outlining four levels of maturity for each. Each section includes detailed descriptions and checkboxes to help you identify your current stage.

The five CX dimensions include:

1. Strategy & leadership
2. Voice of the customer (VoC)
3. Culture & people
4. Journey mapping & design
5. Data & technology

How to use the template

1. Review each CX dimension
   Go row by row through the matrix and determine which stage (1–4) most accurately reflects your organization’s current state.
2. Complete the scorecard
   Assign scores for all five dimensions, record your totals, and identify your 12-month target state.
3. Interpret your maturity score
   Use the guidance on pages 4–5 to understand where you fall:
   • 5–8 points: Ad-hoc – High risk, inconsistent CX
   • 9–13 points: Defined – Foundations in place, but still siloed
   • 14–17 points: Managed – Strong performer with consistent CX
   • 18–20 points: Market leader – Predictive, proactive, and differentiating
4. Identify areas of focus
   Each tier includes recommended priorities, such as improving feedback loops, breaking down silos, or adopting predictive CX technologies.
5. Align teams and build your roadmap
   Share results with leadership and cross-functional partners to define investments, initiatives, and timelines for improving CX maturity.

Gain a clear, structured path toward building a world-class customer experience, one that is consistent, predictive, and central to your organization’s identity.

Download your CX maturity model template

Customer experience (CX) maturity model

Customer experience (CX) maturity model Customer experience is not a project; it is an organizational discipline. However, many companies struggle to understand exactly where they stand or what “good” looks like. This CX maturity model is designed to help CX and CS leaders: Objectively assess…

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