A Tour of Sitecore's Customer Experience Maturity Model
The word "maturity" brings a lot to mind: your teenager's reluctance to get a job, your four-year-old's occasional tantrums and, possibly, your company's ability to deliver personalized customer experiences across your digital properties.
How do you define CX maturity? If your CX strategy is still in development, what do you need to achieve maturity? Sitecore's CX Maturity Model will help you answer these questions. This model measures the strategic value of your digital customer engagement capabilities, allowing you to assess how well you personalize interactions with individuals online. Let's take a closer look.
Sitecore defines CX maturity as your enterprise's ability to engage and retain lifetime customers that not only revisit your business but also encourage other individuals to do the same.
Your assets, operations, staff knowledge and leadership involvement all play important roles in achieving this goal. Does your marketing department track user behaviors across your website? Do you have a central repository containing all of your online and offline customer data?
Some kids are (slightly) more mature than others. The same principle applies to enterprises' CX capabilities. Sitecore breaks CX maturity into three macro phases:
- Attract: Your business is able to attract prospective customers, but struggles to deliver experiences relevant to the needs and wants of particular individuals.
- Convert: Your organization effectively engages visitors through your digital properties for the purpose of achieving pre-determined goals, such as signing up for a newsletter, buying a product or speaking with a consultant.
- Advocate: Your organization consistently wins over brand evangelists by leveraging data across operations.
Already, you probably have an idea as to where you fit on the Maturity Matrix, but it goes deeper than the three stages described above.
The Attract macro phase consists of three stages representing various levels of customer engagement maturity:
● Initiate: You have a static website, basic analytics (Google Analytics, anyone?) and can send out email blasts.
● Radiate: You can distribute content across different channels (social, web, mobile).
● Align: Your organization aligns digital investments with business objectives.
As you move further down the maturity model, each stage generates more value to your CX strategy's development. Let's move onto the "Convert" macro phase.
The Convert phase is comprised of two states, each of which aligns your website's goals with those of the company as a whole:
● Optimize: You iteratively enhance how you execute digital initiatives by continuously analyzing past projects, testing new tactics and personalizing individual experiences.
● Nurture: You place the customer in the center of your operations, exercising the ability to initiate relevant conversations in preferred channels.
Here’s something to keep in mind during the Convert phase: Using analytics involves more than simply implementing KPIs. You need to ensure that every KPI aligns with a business objective.
For example, you should be able to explain how the Net Promoter Score ties in with a company goal. The more people that promote your brand online, the more likely you are to attract new business.
At this macro phase, you're still operating in somewhat of a silo - the next step? Utilizing offline data to inform customer engagement.
If your organization has achieved the Advocate macro phase, you can access customer data originating from any facet of your organization, whether a regional branch, mobile app or website. Your organization might also have advanced analytics and machine learning systems capable of anticipating how specific individuals will behave at certain times.
There are two stages:
● Engage: You have a data infrastructure that connects all online and offline customer data into a single place, enabling people and applications to access detailed customer profiles that receive real-time updates.
● Lifetime customers: You use predictive systems to determine how individuals will behave at certain times and with specific channels, enabling you to initiate timely interactions that are contextually relevant.
Building lifetime customers starts with creating a strategic roadmap outlining your path for digital marketing success. To reach the Advocate stage, you’ll need the right people, processes and technology in place. If you're stuck on Attract or struggling through Convert, let’s build your roadmap together.