Maturity Models and Frameworks for Customer Experience
By Isabel F. Peñuelas on Jul 24, 2012
Forrester´s Customer Experience Index
In the Experience Driven Platform Playbook, Forrester propose a 4 steps cycle: Discover –Plan-Act-Optimize Cycle and recently the consultancy firm has published a Customer Experience Index (CXi) with a Customer Experience rank for US companies- some data results are made available at CMSWire.
eCommerce Customer Journey Model
Very focussed on eCommerce sites, is The eCommerce Customer Journey. A Model to Assess and Compare the User Experience of the eCommerce Websites.
A main output is a curve representative of the customer experience of a specific website made of five points (one point per phase), with values between 0 (low) and 1 (high level), that allows the reader to make comparisons between different eCommerce websites and identify their strengths and weaknesses.
This model has a strong basis on the work of Pine and Gilmore The Experience Economy that refers to the two dimensions of Customer Experience “…The first corresponds to customer participation. The second dimension of experience describes the connection, or environmental relationship, that unites customers with the event or performance…”
You can find a good resume of the book together with a presentation of the model at Tauqueer´s blog.
CEM framework was suggested by Bernd Schmitt in his book “Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers”. CEM is a model with 5 steps starting by “analysing the experiential world of the customer; “building the experiential platform; “designing the brand experience” and “structuring the customer interface.”
Those are just some examples: Do you know others? Please share them
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