What are the key skills and competencies for CX professionals at different maturity stages?

2 Stage 2: Defined

At this stage, CX is recognized as a strategic differentiator for the organization. With a clear vision, governance, and measurement of CX, professionals work in cross-functional teams to align with business goals and use data and research to inform decisions. They must possess advanced knowledge of CX concepts and frameworks such as customer journey orchestration, service blueprints, and value propositions. Additionally, they must be able to conduct and synthesize customer research from various methods, including interviews, observations, and experiments. Moreover, they must have the strategy and planning skills to define and prioritize CX initiatives and projects based on customer needs and business outcomes. Finally, they should have the change management and influence skills to drive CX culture and adoption across the organization.

3 Stage 3: Integrated

At this stage, CX has been embedded into the organization's core processes and systems. There is a consistent and holistic delivery of CX across all channels and touchpoints, with CX professionals working in agile and empowered teams to optimize and innovate continuously. Advanced technologies and tools are used to enhance CX, requiring professionals to possess expertise in CX concepts such as customer lifetime value, customer loyalty, and customer advocacy. Additionally, they must be able to leverage and integrate customer data from various sources, such as CRM, analytics, and AI. Optimization and innovation skills are needed to test and validate CX hypotheses and solutions using methods such as A/B testing, prototyping, and design thinking. Finally, technology and digital skills are necessary to use and implement CX platforms and tools like personalization, automation, and chatbots.

4 Stage 4: Transformed

At this stage, CX is the core purpose and identity of the organization, with a shared vision and passion among all employees and stakeholders. CX professionals work in collaboration with customers, anticipating and exceeding expectations to create memorable and emotional experiences. To succeed in this role, they must possess mastery of CX concepts and frameworks, such as customer emotions, psychology, and delight. Additionally, they must have the ability to empathize and connect with customers on a deep level using methods like storytelling, ethnography, and co-design. Furthermore, they need vision and leadership skills to inspire and motivate the organization and customers around a common CX goal. Lastly, learning and growth skills are essential for seeking feedback, learning from failure, and adapting to changing customer needs.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?