Gartner Research

How Marketing Can Lead Organizationwide Customer Experience Maturity

Published: 24 February 2016

ID: G00300385

Analyst(s): Augie Ray , Anna Maria Virzi , Ed Thompson


Our CX maturity framework provides a structure that CX and marketing leaders responsible for cross-functional CX initiatives can use to measure their organization's maturity. It is a basis for defining the "to be" state and developing a roadmap for how marketing can help the organization mature.

Table Of Contents


  • What You Need to Know
  • Marketing Adoption of Customer Experience Management Is Rising
    • The Gartner Customer Experience Maturity Framework
  • The Different Levels of CX Maturity
    • Nonexistent — Off the Scale
    • Level 1. Initial: Fragmented Focus
    • Level 2. Developing: Voice of the Customer Validated
    • Level 3. Defined: Executives Engaged
    • Level 4. Managed: Profit Parity
    • Level 5. Optimizing: Culture Change
    • Performing a CX Maturity Assessment

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