Three Levels of Customer Experience Maturity

Customer Experience is about the Moment of Truth and Defined by the Touch Points.

 Improving customer experience (CX) is a strategic focus for any customer-centric business now, CX is a customer perception about how they interact with a business. what’re differences between customer experience and brand experience though, and how to improve CX maturity level?

Customer experience is about the moment of truth. Firms engage in efforts that result in experiences. Whether or not the efforts are thought through or haphazard, the experiences are nevertheless delivered to customers. Individuals do not separate the research, purchase, receipt, usage, and post-purchase care of a product. Instead, they look holistically at the product/service via these touch point and the broader experience they have with the company that produced it.

A Customer Experience was initiated by the customer and the experience is defined by the touch points, in which businesses leave an impression on those who come in contact with their efforts -- the more contact over time, the deeper and quite possibly the more meaningful those impressions. As technology moves consumers from passive to active, it is where experience becomes what shapes perception. 

Customer Experience vs. Brand Experience: Customer experience is the experience that only the individual customer can have, which will always be unique to that individual, whereas brand experience could be the planned experience for all customers;  CX can attempt to shape each and every potential Customer Experience (touch point/pain point/joy point) with its brand personality such that the firm provides customers with Brand Experiences that are unique to the brand.

Customer experience managers use tools like NPS to build the case for CX as a discipline within an organization.Customer experience as a set of practices and approaches to measurement extend and rejuvenate the longer-standing industry expertise developed around brand. The customer experiences they measure span the customer and product lifecycles of their companies. A truly successful customer experience is one that delivers excellence what the brand promises, but in a way that makes it unique or different for others. Collectively, customer experiences shape a customer's perception with regard to a firm, in turn defining the brand and its characteristics in their mind's eye 

CX maturity is dependent on how brand values, promises, and architectures need to be defined in order to deliver exceptional customer experiences. And companies that don't define them clearly can easily stumble due to lack of focus. As there are many tricky things related to the validity of the maturity models. One is that processes (many maturity models examine 'process maturity') as such do not guarantee any level of usability (or UX). CX maturity can be categorized into following three levels:

- Operational level. The designer is just an implementer, working on individual design tasks and creating design deliverables. It means businesses have made some investment and now have some organizational capability, however, it may lack of architecture or systematic approach to design CX.

- Optimized level. The designer is an integral part of a product team and deeply integrates design into other product development tasks and processes. It means organizations accomplished most of what you can reasonably do with respect to building your organizational CX capability in the subject area and are in a state of continuous improvement/measurement

-Strategic Level: The designer is a visionary or product owner who influences strategic decisions on how to evolve a product.organizations at this level are forward-look and brainstorming the next generation of products or service even before customers know what they what, and CX becomes drive forces to sharpen its business brand.

More companies put focus on the customer experience, as it is the tangible experience people have with a company and how closely it delivers against what the company brand promises. A strong brand can lend additional goodwill to a customer engagement, but more importantly, great customer engagements at every touch point support and grow the value of the overall brand