CUSTOMER ENGAGEMENT

Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Customer STAGE 1 - Undefined
Engagement
Defined, integrated strategy for
Customer Engagement exists across an
Defined strategy and processes exist for
Enterprise; Coordinated effort between
Strategy is uncoordinated; Aware of Customer Engagement across an Enter-
Marketing, Sales and Customer Care to
No defined strategy or process for need to create a customer journey prise; Touch points are coordinated across
provide closed-loop engagement
Orientation Customer Engagement experience; Projects are developed and functions to meet customer expectations
delivered ad hoc

Views Customer Engagement as the

Sees Customer Engagement as just
one part of traditional marketing,
Leadership not a focus
Views Customer Engagement as
important; Allocates budget & staff
resources to explore program and
campaign options to drive revenue
Views Customer Engagement as the primary marketing focus; Organization
primary focus of marketing; Long-term aligned around Customer Engagement
commitment to Customer Engagement; for sales and revenue impact
Willing participant; Resources for growth

Utilizes comprehensive, end-to-end

Development; Point tools for Email,
Content and Social Media Marketing;
Tools & No Online Community, Personalization
Platforms or Loyalty tools/applications
Platforms, applications and workflows
that perform specific functions have
been implemented for the buyer’s
journey and personas, but little coordi-
nation exists across Sales, Marketing
and Customer Care
Tools and platforms for all customer
journey points, from problem identifi-
cation to advocacy development, have
been implemented; Maintain 360-degree
customer profiles and implement behav-
ioral targeting
system integration of all Customer
Engagement related platforms with
tight integration to Enterprise CRM, MA
and other legacy ERP systems
 CUSTOMER ENGAGEMENT
Maturity Model
Customer
Engagement STAGE 1 - Undefined
Relies on traditional engagement
tactics like website landing pages
with limited content targeting; Lack
Customer
of customer journey; One-way dialog
Success
from seller’s perspective
Alignment Marketing and Sales operate in silos
General marketing budget without direct
allocation for Customer Experience or
Budget &
Engagement; Staff is contracted or at
Staff the Coordinator level only
Metrics No formal measurements in place
Want to rate your organization’s Customer Engagement maturity
with an interactive tool? Download our Customer Engagement
Maturity Assessment and get started today!
STAGE 2 - Progressive
Understands need for creating buyer
journey and personas to better target
content; Has implemented point tactics
to improve conversion and close rates,
improve retention and reduce churn
Some Marketing, Sales and Customer
Care integration, but cross-functional
responsibility for sales and revenue
may not exist yet
Budget allocated; Defined point roles
and responsibilities for Customer Expe-
rience or Engagement
Analytics to monitor and track sales
success, such as % of Quota Achieved,
Renewal Rate, Revenue Opportunity
Metrics, Cost per Lead (CPL), etc.
STAGE 3 - Mature STAGE 4 - World-Class
Aligns programs and campaigns to consis- Focused on creating a differentiated
customer experience and operational-
tently deliver full Customer Engagement
izing it through all marketing, sales and
to drive loyalty; Supports robust external &
customer-care touch points, programs
internal online communities and advocacy
and campaigns
& loyalty programs
Fully aligned Marketing, Sales and
Cross-functional integration across
Customer Care with cross-functional
Marketing, Sales and Customer Care, but
responsibility for sales, revenue and
are not fully aligned
profit growth
Budget with business case to justify Budget connected to customer satis-
faction goals; Organization aligned
spend; Dedicated marketing/sales roles
for maximum impact of Customer
for Customer Engagement
Engagement
Enterprise-wide dashboard with visual
Dashboard tracks relevant customer
representation of user acquisition and
care, demand generation, communica-
engagement by behavior, experience,
tion and sales metrics; Metrics include
etc.; Metrics may include Customer
# Marketing Qualified Leads (MQLs),
Satisfaction Index (CSI), Customer Life-
Avg. Resolution Time, % Escalations to
time Value (CLV), Net Promoter Score
Tier 2 Customer Support
(NPS), etc.
VIEW RESOURCE