Maturity Assessment - XMscience | Experience Management (XM) Professionals

BUILDING EXPERIENCE MANAGEMENT THROUGH SCIENCE

XM Maturity Assessment

Know where you stand. Build where you want to go.

Our comprehensive Experience Management (XM) Maturity Assessment reveals your current XM capabilities, identifies hidden opportunities, and reveals paths for transformational growth.

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BASELINE YOUR EXPERIENCE READINESS

Is Your Experience Strategy Ready for What's Next?

In today's rapidly evolving landscape, XM expectations shift faster than traditional models can track. A Maturity Assessment gives you the clarity to identify hidden gaps, align your priorities, and accelerate experience-driven growth with confidence.

Maturation Phases

Awareness

Organizations in this phase recognize that XM is important, but have no formal structure or consistent practices in place. XM is acknowledged as important, in theory, but not systematically managed in practice. For example:

Leadership talks about “customer focus” in speeches, but no formal programs or feedback systems exist.
Individual teams might run isolated surveys or react to complaints without a coordinated strategy.

Activation

In this phase, organizations begin actively collecting experience feedback and taking initial steps to improve. Efforts are often reactive, scattered, and not yet connected to broader business strategy. For example:

A company launches its first customer satisfaction survey after service interactions.
Employee pulse surveys are introduced, but results are not yet linked to real operational changes.

Organization

This phase marks the point where XM becomes structured. Roles are assigned, goals are defined, and early processes emerge to organize feedback and response efforts as well as socialize findings. For example:

A dedicated Customer Experience Manager role is created.
Feedback systems are standardized across customer touchpoints, but data analysis and action planning are still inconsistent.

Optimization

In this phase, organizations focus on refining and improving their XM practices. Measurement becomes more sophisticated, and experience insights start to drive systematic improvements across functions. For example:

A dedicated Customer Experience Manager role is created.
Feedback systems are standardized across customer touchpoints, but data analysis and action planning are still inconsistent.

Alignment

This phase integrates XM efforts into strategic planning. Cross-functional collaboration increases and insights across stakeholder groups (e.g., customers, employees, vendorsr) actively influence product, service, and process decisions. For example:

Product roadmaps are adjusted based on Voice of Customer (VoC) insights.
XM initiatives align closely with brand promises, company mission, vision, and values, and broader XM goals.

Integration

In this phase, XM is embedded into daily operations and organizational culture. Data, processes, and people work together seamlessly to anticipate needs and proactively improve experiences even before those experiences occur. For example:

XM feedback systems are linked to customer relationship management (CRM) and operational data for real-time insights.
Managers across all departments treat XM outcomes as shared priorities, not siloed tasks.

Innovation

Organizations at this phase use XM insights as the primary driver of growth, transformation, and differentiation. Continuous XM innovation becomes a core capability where new heights are imagined and achieved. For example:

New product and service offerings are co-created with stakeholders, proactively identifying future needs and coordinating efforts to address those needs..
Predictive analytics guide proactive XM interventions before issues arise.

XM Solutions

Maturity Assessment
Program Launch Kit
Listening Systems
Journey Design Labs
Program Architecture
Experience Measurement
Action Planning Workshops
Service Recovery Design
Experience Enablement
Frontline Training
Governance Playbook

XM Insights

XM Pulse
Case Studies
White Papers
Guides and Toolkits
Frameworks & Models
Webinars / On-Demand Learning
Research and Benchmarks

XM Science

Research Philosophy
Methodologies Used
Frameworks and Models
Validation Studies
Science in Practice
Ethics and Integrity
Partnered Research

XM Connect

mark@xmscience.com
+1 (801) 260-2320
Vineyard, Utah 84059

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