Model dimension · 03 / 08
Do you design the customer experience or only respond to complaints?
This dimension assesses the ability to design a desired, personalized, and consistent experience across the entire customer lifecycle.
Maturity levels
How does customer experience look at each level?
0
Non-existent
No experience design; interactions depend on each channel.
1
Emerging
The experience is managed reactively, channel by channel.
2
Multichannel
There are experience improvement efforts, but without a lifecycle view.
3
Transitioning to omnichannel
The company designs a desired experience and begins to coordinate it across channels.
4
Managed omnichannel
The experience is measured, proactively managed, and adapted to customer segments.
5
Optimised omnichannel
The experience is personalized, predictive, and improved in real time with customer feedback.
Warning signs
Does any of this sound familiar?
There is no customer journey map or shared vision of the expected experience.
The experience is reactive: action is only taken when the customer complains.
Personalization is limited to using the customer's name in an email.
Interactions are designed by channel, not by customer lifecycle stage.
Frequently asked questions
Common questions about customer experience
Get your full diagnostic
Free for one individual assessment. Takes 10–12 minutes.
Assess this dimension