The levels of Customer Centric Experience are presented in this model (Click on the image to get the PDF Download)

On slideshare you will found further explanation too in the Summary of the book “Employee Experience drives Customer Experience. Communication is the key Competence”.:

The CCX- Customer Center Experience) Index is a model explains the relation between Communication as a competence and Customer Centricity. The outside in is driven by the extend Customer Experience is important for an Organization. The inside out is defined by the Employees Experience that is the main pillar for Innovation and Change. The model can be used to define the “Ist” status and diagnose of what is the current level of performance and can also been used to define the strategy and being used for goal setting where an Organization should be. To build strong interactions with customers you should first focus on your own Employees and your Communications Competences and Skills.

The levels are indicators how well an Organization is fit to its requirements that are set by the demands of Customers and the level of Innovation and abilities to change that an Organization should have.

Which of the 6 levels does your business need to be successful ? That is the question to be answered first and then you can define the relation it has with Customer Experience and Communication.

In this table the levels are linked together with the two dimensions of Communication as a Competence, Information Richness and Communication Culture. How does that fit into Customer Experience that is based on all interactions a Customer could have potentially with an Organizations. In either way Employees are involved. That’s why we state that Employees are your first Customers. You cannot create Happy Customers without Happy Employees who are pride, responsible and engaged with what they deliver everyday. Interaction is the ultimate driver of Customer Experience. Do you threat your Employees as your main ambassadors?

High level of interaction is required and therefore usage of an agile and scrum way of collaboration and real time service with clear expectation management to solve customer problems and realize customer and business value.

The marketing funnel is changed dramatically to the other way around where we could engage on a one to one level, multi channel and leverage expertise of all available levels. David Rogers (2011, Yale) visualized this major change below.

 (S.Diller, N. Shedroff, D. Rhea, 2008).

Experience in itself is become much more important in customer decisions then Brand Identity. For over the past 5 decennia building a Brand based on a strong defined Identity was the main building block for successful marketing. Instead of pushing a message is it rather starting a two way conversation. Some which could be initiated by the customer too.

The customer decision journey process McKinsey 2009

The customer decision journey model is in essence that Brand’s can’t act to customers anymore from a lineair perspective as an one off event where one transaction take place. All interaction before and after the moment of purchase are basic input for all interactions to end up in a state of mind which will take certain decisions throughout the life time circle in an iterative manner.

Ajzen, 1991

The power of Advocacy and in words of Ajzen ‘Subjective Norms’ is ultimate powerful to address ways to understand Customer Behaviors today.

At what level is your Organization operating in terms of Interaction capacity and competences linked to the level of Customer Centric Operating daily business?

To scan your Organization on which level they are and should be, you have to deep dive various aspects and drive and manage differs Competences to lead an Organization to the level of adaptiveness, agility to operate on the right level.

Further outlay of the CCX levels which are mainly build on the competencies in Communication (Corporate Culture and Information-Interaction capabilities). Can be found in the book “Employee Experience drives Customer Experience, Communication is the key.”