Connect

Chapter 3Measuring Customer Experience Maturity

If you do not change direction, you may end up where you are heading.

—Lao Tzu

What can't be measured can't be managed. Your customers are using different devices and channels as part of their decision journey—gathering, analyzing, and deciding if they should engage with your brand. Customers increasingly expect that you recognize them, and continue the conversation where they left off in the last interaction.

From Chapter 1, we know that building connected experiences has great value for your customers. They get more relevant and personalized experiences, and for your organization it increases the chance of achieving your strategic objectives for your organization. In research conducted by Econsultancy,¹ 94 percent of organizations surveyed acknowledged that personalizing the experience will be critical for future success.

The problem is that 72 percent of marketers don't know how to start building these relevant, connected experiences using personalization.² They don't know what to do. And they don't know how to measure where they are to start, either.

That's very common among marketing organizations today, and it's something we have faced in our consulting with organizations across many industries.

This also led us to develop the Sitecore® Customer Experience Maturity Model™, as it's so easy to be overwhelmed with all the emerging technology and people and processes required. The maturity model allows you to take an incremental ...