Forrester has developed three customer experience (CX) prioritization models, each designed to support organizations based on their CX maturity and level of regulation. This report provides an overview of each model’s benefits and challenges, as well as a decision tree to help you select the right one.

Forrester’s Immersive Experience At CX Summit EMEA 2025 Photography from CX Summit EMEA’s immersive experience; attendees carrying oversized props including a key and large bag of money. Figure 1 Integrating Four CX Artifacts For Customer-Obsessed Decision-Making Integration of the four CX artefacts of customer-obsessed decision-making: the storyboard, journey atlas, journey and ecosystem map, and shared roadmap.

US Federal Government Agencies’ Customers Prefer Hybrid Experiences This bar chart compares customer experience (CX) scores across three experience types — digital CX, physical CX, and hybrid CX — based on the percentage of customers who rated the experience as successful in three dimensions: effective, easy, and emotionally positive. For digital CX, 51% of customers rated it effective, 50% easy, and 42% emotionally positive.

Learnings From The Path To Higher CX Maturity In An Account-Based B2B Company

Andrew Gillingwater, director of client experience strategy, explains that CIBC’s CX maturity journey spelled out how to bring its brand promise to life. “Some organizations want to be a client-centric organization in order to chase a revenue number. For us, it guides how to do your job productively and how that brings in new clients, less attrition.” Showed how CX improves business functions. CIBC’s CX team synthesizes 20 million customer data points to inform decisions.

Useful metrics for CX improvement initiatives include progress against project plans, progress toward achieving the intended CX improvements, and wins driven by the CX team (e.g., business impact of CX improvements). Indicate the organization’s CX maturity. Useful CX maturity metrics include maturity assessment scores and metrics that represent internal acceptance of the CX team (e.g., how many projects the team was involved in with stakeholders). 9.

The roadmap is built around four pillars, each tied to customer pain points and designed to deliver targeted outcomes. ChurnZero’s differentiated adoption strategy includes a benchmarking approach that compares customers across CX maturity pillars. Capabilities. ChurnZero offers superior AI-driven revenue forecasting capabilities, which help teams identify churn risks and growth signals.

The organization improved its CX maturity by shifting its focus to customer lifetime value as the primary CX metric, enabling them to hold stakeholders accountable for the financial impact of customer experiences, rather than subjective survey results. Generate actionable insights. Sophisticated CX programs use customer feedback as a valuable source of actionable insights to pinpoint areas of opportunity.

Its consulting arm offers CX maturity assessments and training, including a CX Masterclass and CCXP certification. To grow globally, Cemantica should focus on industry influence and strategic consulting partnerships. Capabilities. Cemantica excels in data integration with 70 connectors and multilingual sentiment analysis. Its AI assistant supports journey creation, pain point detection, ideation, and financial impact analysis.

These solutions offer digital experience and CX pros the ability to collect feedback directly from their websites and apps — capturing customer perceptions of digital experiences. They also enable a more holistic understanding of digital CX as they enable analysis of contact center calls and other channels where customers provide feedback about their digital experiences (see Figure 9).