Digital Experience Collective

Maturing in
CUSTOMER EXPERIENCE OPTIMISATION (CXO)

A step by step guide based on your customer maturity 

Written by Tim Thijsse

Sponsor with Kickstarter


About the book

Based on 5 maturity-levels and 11 categories we mapped out 150 actionable steps you can do to operationalise Customer Experience.

Practical use cases 

This book is written for marketers and designers who find themselves stuck in organisations that claim to be customer-centric but fail to put it into practice. It also supports higher management to understand the operational part of customer-centricity.

This book provides a comprehensive guide to improving customer experience (CX) and implementing Customer Experience Optimisation (CXO) within organisations. It focuses on developing a customer-centric culture, strategies and operational systems to promote sustainable customer relationships.


Important Concepts

  • Customer Centricity: Customer focus means that the customer is central to all business activities. This requires a culture change, data-driven decision-making and continuous improvement.
  • Customer Experience (CX): CX involves optimising the entire customer journey, based on qualitative and quantitative insights, with an emphasis on personalisation and consistency.
  • CX Maturity Model: The model helps organisations determine their maturity level in five phases: Exploring, Invested, Committed, Structured and Strategic.

Structure of the Book

  1. Strategy:
    • Creating a customer-centric culture.
    • Leadership that supports CX principles.
    • Responsibility and strategic planning.
  2. Operation:
    • Collecting customer insights through "Voice of the Customer."
    • Optimising the customer journey (Customer Journey Mapping).
    • Innovation in products and services.
  3. Systems:
    • Using data, tools and technology for CX performance.
    • Knowledge sharing within the organisation.

CXO as a Collaborative Process

The book emphasises that CXO requires a multidisciplinary approach in which marketing, product development, operations and strategy work together. The "Experience Optimisation Cycle" consists of four phases:

  1. Discover: Collect insights.
  2. Define: Determine strategy and priorities.
  3. Develop: Develop and test solutions.
  4. Deliver: Implement and make results visible.


Goal

I aim to help companies navigate the complex world of CX optimisation by sharing practical strategies and fostering a culture of experimentation. The ultimate goal is to guide companies to a higher level of CX maturity, leading to better customer satisfaction, loyalty and business results.

Introduction offer

EUR 16,34

Related assets

Score your CX Maturity

With 11 questions you will be able to understand your current state of CX within your organisation.

Map your CX Maturity

Download this cx -form to give you a quick understanding of the maturity in cx you currently have.

CX MAturity Spider Graph

Get a 15 minute CX introduction

A full CX Maturity Audit also gives you the first topics in CX to improve. This can be improvements related to Conversion Rate, Information Clarity, Design or Development. Feel free to reach out so i can tell you more about the Full CX Audit.

RELATED ARTICLES