Customer and/or user experience have a noticeable share in the success of a company. The company learns from the interaction with people (customers, users, employees) what needs and expectations exist and how well they are fulfilled. It is capable of controlling CX/UX in a targeted manner and improving based on this insight.
There is a functioning internal organization for customer/user experience. The company learns from customer experience metrics and optimizes the tools, methods and process for customer/user experience. All products that are developed for a human as user follow the UX design process.
Customer and/or user experience is recognized in large parts of the company. It is coordinated across the board. Customer/user experience initiatives deliver initial successes.
Started coordinating customer and/or user experience across the company.
The company focuses on customer complaints. There are independent and rather random activities around customer or user experience in individual parts of the company.
No CX & UX
The company has neither the ability to specifically manage customer experience (CX) nor user experience (UX) or to become more successful on the basis of customer experience.