This IDC study describes IDC’s Customer Experience MaturityScape framework, which identifies the stages, critical measures, outcomes, and actions required for companies to effectively develop a customer experience strategy and competencies in a holistic, organizational customer experience workflow. In this study, we describe the framework and provide guidance for organizations of all sizes interested in advancing along the five maturity stages of the framework to maximize benefits derived from building a culture centered on customer experience. While this study focuses on the major category of “customer,” it is important to recognize that the entire organization is involved in a variety of “experiences” and that the creation of a customer experience, by implication, involves the additional experiences related to employee, partner, and supplier.


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