Assessing the Maturity of the Customer Experience Management: The Case of Financial Institution

The companies are faced with important changes required to digital business transformation. New business concepts such as digital business models, agile business, personalization, innovation, etc. are being introduced. Managing the customer experience becomes a new challenge for the companies. There are different models for assessing the maturity of customer experience. This research uses Forrester's customer experience maturity model that defines 6 key process areas of the customer experience management and 30 practices. The purpose of the paper is to examine the maturity of the customer experience management in the case of the financial institution using a method of interviewing business and IT managers for all 30 practices. The results of the research show the extent to which the bank has implemented the best practices of customer experience management required to understand customer requirements as well as to track and improve the customer experience. Based on the results of the research, managers can make decisions about the improvements required to the customer experience management for better business results and greater competitiveness.