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Customer-aware and responsive

Maturity stage 1

Customer experience develops around each point of contact with the organisation. It can be positive, negative, attractive, or annoying, depending on what the customer believes.  Customers appreciate organisations that respond quickly and sensibly.  It is the first step on a journey to delivering service that is agile and seamless. 

The first, most straightforward stage of a customer-led approach, starts with a CRM that enables the organisation to record customer information and better understand each documented customer interaction.  This stage can also extend to building a customer-oriented culture where employees from various departments respond to customer demand and offer a great customer experience.

Customers have long memories and, right now, a company that does the right thing and cares about customers concerns will be rewarded. 

To move to the following stages, an organisation needs to start putting customers first before products or services by defining the value that the customer wants to receive.

Curated customer-led solutions

Maturity stage 2

A product-oriented approach requires much more time and effort on the part of the customer.  Integrating customer-oriented technology into your website or sales materials is not enough to attract your customers’ attention and expect their loyalty.

Start with collecting customer feedback and suggestions and taking appropriate action.  Invest in the analysis of qualitative and quantitative data to fundamentally change the way customers communicate with and buy from you.

By creating a more personalised approach, you will provide real added value to your customers.  Look actively for their feedback to determine what they want and how you can best deliver.

Inclusive customer coaching

Maturity stage 3

Customer coaching is a philosophy rooted in building a deeper relationship between you and your customers.  The organisation that practices customer coaching develops a holistic and nuanced understanding of the buyer’s needs, and then they try to fulfil those needs with a customised solution. 

Developing a practical customer coaching approach relies on specific skills, techniques and best practice and positioning the organisation as a problem solver in its chosen industry.  Methods of delivering customer coaching include customer advisory boards, focus groups and discussion boards.  Encouraging customers to participate in your change processes also helps to develop a better relationship.

If you create a space where customers can interact with each other, your business can add value to the customer experience.  Nevertheless, your efforts to inspire your customers should never replace your commitment to improving service and delivering the best customer experience they will ever have.

Programmatic customer fulfilment

Maturity stage 4

Companies of all sizes and industries can protect their organisation reputation and increase their sales by offering a delightful experience to their customers.  A programmatic approach can allow you to break organisational silos, design processes that provide employees with tools designed to deliver successful communications and automate interactions to ensure a seamless customer experience by understanding how customers want to interact with your business.  The anticipation of future needs and customer enjoyment promotes loyalty and long-term customer relationships.

A programmatic approach requires an agile mindset and budget:

  • take a bit of extra time to set up your goals,

  • research your qualitative and quantitative data and assets,

  • implement the right technology and organisational development

  • map out your customer journey.

Automated, tailored workflows facilitate day-to-day operations, increase the likelihood of a flawless customer experience, and increase customer satisfaction.


Customer satisfaction goes beyond making your customers feel valued.  It is about consistently excellent customer experience every time your customers interact with the organisation and that the experience goes beyond what they expect.

Customer-led companies are characterised by a common understanding of customer satisfaction and the market launch of customer offerings. These are some of the most important aspects of any business model.  There are simple ways you can truly help your organisation achieve customer satisfaction, and above, we have developed a roadmap of the maturity to the ultimate customer engagement experience.

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