The Forrester Customer Experience Maturity Model

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.