Resumen de Creation of a maturity model to measure customer experience management by organizations

Javier Gallardo, Esther Pagán Castaño, Javier Sánchez García, María Guijarro García

• Objective: The purpose of this article is the creation of a comprehensive Customer Experience Management (CXM) maturity model, which identifies the critical factors that affect the improvement of business return through the optimization of customer experience.

  Methodology: The study is based on an exhaustive analysis of the most prominent professional and scientific maturity models, such as CXPA, Forrester and Qualtrics. It is complemented with a qualitative analysis using the Delphi method, in which experts in the field have taken part.

  Results: After several rounds, a comprehensive model was designed that encompasses six fundamental categories: strategy, culture, customer understanding, design, implementation and innovation, measurement and return. For each of these categories, a series of items were identified to assess organizations’ CXM maturity.

  Limitations: The main shortcoming is the use of qualitative analysis which, although rigorous, needs to be complemented with validity and reliability assessments, such as the Akert coefficient, to measure the consistency of the items in the study.

  Practical applications: This study provides a tool that will allow organizations, on the one hand, to assess their level of maturity, prioritize actions according to their return, identify an optimal route for the implementation of CX. And on the other hand, collectively focus the discussion and dissemination of practices or methodologies of interest to organizations seeking to improve their return through customer experience.