Let’s say you're a marketing or sales organization that wants to improve your customer experience and transform the way your organization works internally. You know the landscape is changing every day, but sometimes it’s hard to know where to start.
Not to mention customers are more demanding than ever for unique, customized experiences.
How well is your organic content strategy working? How does it compliment your paid media strategy? What tools are you using to analyze data to help indicate where you should focus? These are just a couple of the questions that you might ask yourself.
To get started, first you’ll want to know the current state of your organization along the five following levels.
Did you get an idea of where your organization may lie on the spectrum? You may not fall into a specific bucket – and that’s OK. These levels aren’t discrete – they're more of a continuum.
Success also doesn’t require every growth-based organization to perform at Level 5 any of the time, let alone all the time. For instance, some organization’s environments, enterprises, and customers may enable them to effectively and efficiently function at a Transactional level. However, you should expect customer intimacy to grow alongside the maturity level, and this baseline expectation has only increased over the past decade - particularly over the past year.
To establish your level of maturity, it’ll require deep-diving into your organization’s core customer engagement components: People and Agility, Marketing Insight and Analytics, Readiness and Process, Activation and Execution, and Technology. Exploring each of these interdependent components provides insight into the way your organization works to accomplish its goals and how it supports the broader business. Assessing these components helps you understand your organization’s level of maturity and to identify where you may need to focus efforts to evolve moving forward.
For example – How do you engage with peer functions, leadership, and shared services?
Our personal experiences at CMG tell us that most organizations are currently well-served by an Efficient or Strategic Marketing, Sales, and Customer Experience organization(s), but consumer trends and digitization are constantly challenging their ability to keep their finger on the pulse.