EVO EXPERIENCE DESIGN

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CX EVOLUTION MODEL

Evolving Service
Innovation.

Our CX Evolution model can help you recognize where you are, where you want to be, and how to get yourself there.

Knowing where you stand on your CX development path can help you recognize indicators of progress in key areas and more confidently strategize when creating new service improvement initiatives .

The 5 Evolutionary Stages of CX Transformation

1


INTERESTED

CX is important, but not currently an Operational priority.

  • CX is characterized by uncoordinated activities without any major investment.
  • CX is still evaluated more as a cost than a benefit.
 

2

INVESTED

Service processes are influenced by project-focused customer-centric strategies.

  • CX is recognized as worthy of significant investment in terms of both capital & key personnel, with a formal focus on addressing troublesome CX issues.
  • Funding for CX efforts is available but remains inconsistent and hard to come by.
  • Alignment between CX and technology adoption is overlooked or limited.

3

COMMITTED

Customer Experiences are standardized across various Operational Service Lines.

  • Service Improvement projects that target specific CX improvements by effectively redesigning services are underway.
  • CX initiatives are based on clearly understood patterns in your customers’ needs, desires & behaviours.
  • IT investments are well-aligned with CX strategies, with interconnected IT & CX planning.

4

OPTIMIZED

Optimal CX insights drive strategic decision-making within specific Operational service areas.

  • Service Improvement projects are well-integrated as core elements within target service areas.
  • CX is proactively focused on the valued experiences & outcomes that drive business value.
  • IT investments are prioritized in alignment with CX strategies, so IT & CX spending are connected & integrated.

5

EMBEDDED

Optimal CX integration drives decision-making across all Strategic & Operational service areas.

  • Consistent customer-centric innovation is a clear operational mandate.
  • Service lines are all well-attuned to the meet your CX needs and designed to build long-term value.
  • CX is a deeply-ingrained operating principle evidenced by well-integrated customer-centric technologies.

Understand where you are. 
Determine where you're going.

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