No matter the industry – in my daily conversations with enterprise clients I can see that each team has the same challenge. Everyone is working on customer journeys, but hardly any company is doing it the same way. It doesn’t matter if they’re working in insurance, energy, telco, manufacturing, retail or pharma. All decision-makers are looking for the right answers on how to improve customer experience.
Some people make journey maps to show interactions. Others look at survey results to find pain points. A few already use workflows to improve customer experience with their internal teams.
And yet, they all share one goal. They want to become more customer centric.
That ambition is often deeply rooted in the strategy and culture of the company. But when it comes to execution, the path is not always clear. Each team needs specific guidance to move from journey mapping to journey management. This depends on the company’s size, customer base, and business priorities.
That is why we created the Customer Journey Maturity Assessment together with the Experience Leadership Club. It helps decision makers see how developed their customer journey work is.
It also shows the potential for the future. Many organizations are working hard on customer centricity. However, only a few have found the right ways to turn strategy into results.
Two things setting this maturity model apart from others
This model was developed by the “Customer Journey Management Roundtable” – a community of companies that have already implemented customer journey management within their organizations.
They collected the challenges and insights they faced. They turned these into a clear, actionable maturity model. This model goes beyond the theoretical approaches available in the market.
What sets this model apart is its exclusive focus on customer journey management. Other models look at customer experience (CX) in a broad way. They see journey management as just one part. However, they often miss the depth and detail needed for effective journey practices.
How our maturity assessment works
The Customer Journey Maturity Assessment is a simple and effective process designed to help organizations understand and improve their customer experience capabilities.
It all begins with a 30-minute online session with one of our experienced CX experts. There’s no need for any preparation—just join the session, and we’ll guide you through everything. During this kickoff, we’ll introduce the process and explain how the assessment works.
Next, you’ll complete an interactive survey that evaluates your organization’s CX maturity across 9 essential dimensions. These include strategy, tools, governance, metrics, and more. The questions aim to uncover where your organization stands and identify key strengths and opportunities for improvement.
Once the survey is complete, you’ll receive the results in the form of a personalized guide. This report gives a clear view of your current maturity scores. It emphasizes gaps and areas for improvement. It also offers specific recommendations to help you enhance your customer experience.
5 maturity levels that help you to improve your customer experience
As mentioned before, the importance and use of customer journeys varies from company to company. You can start mapping customer journeys or improve your current ones. Our assessment will categorize your organization into one of five maturity levels.
- Initial: Limited or no awareness of customer journeys. Efforts are unstructured, with basic understanding of customer touchpoints.
- Beginner: Basic efforts to journey mapping emerge. Teams experiment with visualizations and templates, but consistency and collaboration are limited.
- Intermediate: Journey mapping becomes more structured and collaborative. Teams use data and templates to define basics for advanced orchestration.
- Advanced: Integrated journey management practices are established. Insights are fully data-driven, with measurable impacts on CX outcomes.
- Fully Mature: The organization achieves end-to-end journey orchestration. Customer feedback loops are automated, and CX is deeply embedded in the company’s strategy.
What factors contribute to effective Customer Journey Management?
Nine core areas help organizations grow and embed Journey Management. Together, they demonstrate how well the business has adopted customer journeys.
1. Awareness: Understanding the importance of journeys in CX
Awareness involves identifying key interactions and beginning to see the business from the customer’s perspective. This is essential because it marks the starting point for journey management.
2. Methods & Structure: Creating a consistent approach
This dimension looks at whether an organization has established standards and processes for journey mapping and management. This includes the use of shared templates, taxonomies, and frameworks that allow teams to speak a common language.
3. Skills: Building CX expertise
Skill development means the organization helps employees gain the knowledge and skills they need for effective journey management. This includes training on customer-centric thinking, tools, and techniques.
4. Insights Generation: Connecting data and journeys
Insights generation focuses on the ability to link customer data such as behavior and feedback to specific journeys. It evaluates how effectively teams use this information to identify pain points, monitor sentiment, and guide decision-making.
5. Processes: Embedding CX into the business model
The focus in this dimension is on how well journey management is part of day-to-day operations. Standardized, transparent processes ensure that journey work is not one-off or siloed. This is critical for long-term consistency and accountability.
6. Tools: Execution through technology
This dimension examines the technology used to support journey management. This includes tools for mapping, storing, analyzing, and sharing journey data. The right tools help with automation, real-time feedback, and teamwork across different functions.
7. Strategy & Budget: Understanding the business impact of CX
Here, the focus is on how well customer journeys are aligned with strategic goals and supported by resources. This includes having clear CX priorities, defined ownership, and dedicated budgets. A strong strategic foundation integrates journey initiatives into the company’s strategic goals.
8. Governance: Creating clarity and accountability
Governance defines how journey management is maintained across the organization. This includes setting roles, responsibilities, approval processes, and documentation standards. Good governance makes sure everyone uses the same data and follows the same paths. This helps align efforts and meet quality standards.
9. Metrics: Tracking the right outcomes
Metrics assess how the organization measures the impact of its journey efforts. This includes using KPIs like NPS, CSAT, and conversion rates to track progress and guide improvement. Effective measurement is essential to demonstrate value, adjust strategy, and maintain stakeholder support.
Why the maturity assessment matters
No matter where you are in your customer journey, this assessment can help you. It allows you to move from working separately to working together. You will adopt a more strategic approach.
By knowing how advanced your work is, you can find the best ways to enhance customer experiences. This will help you focus more on your customers.
You will receive a quick and organized process. This expert-guided process checks your skills in nine key areas. These areas include strategy, tools, insights, and governance.
In just 30 minutes, you will understand your organization’s current level, from “Initial” to “Fully Mature.” You will also get a personalized report with useful recommendations.
To improve customer experience, start here. Make it a regular and measurable part of your business.
👇 Schedule your session to get clear, actionable input on how to move forward.
Free maturity assessment 🔎
How advanced is your use of customer journeys?
Looking for more hands-on tips for cross-departmental stakeholder management? Download our free whitepaper here.
