Best Practice Report

The Forrester Customer Experience Maturity Model

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


The Forrester Customer Experience Maturity Model assesses the customer experience function against a number of dimensions. Objective self-assessment on each topic helps identify areas of concern. Use maturity-level definitions as guides for defining improvement goals.

Forrester’s research estimates more than 60% of B2B companies have a customer experience function, but the specific responsibilities for those functions are highly variable. In order to prioritize improvement efforts, maturity models are useful for assessing where an organization or function falls on a spectrum of growth, sophistication and contribution, and can also be used to assess areas of dysfunction or misalignment. In this report, we introduce the Forrester Customer Experience Maturity Model and describe how it can be used to evaluate a customer experience function.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.