Gartner Research

How Marketing Can Lead Organizationwide Customer Experience Maturity

Published: 20 July 2017

ID: G00336274

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


Marketing leaders responsible for customer experience must regularly evaluate the maturity of their efforts and set a plan for progress. Use Gartner's maturity framework to measure an organization's maturity and develop a roadmap for how marketing can improve the brand's customer experience.

Table Of Contents
  • Key Challenges



  • 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
  • Perform a CX Maturity Assessment

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