Frameworx Best Practice

Customer Experience
Management
Maturity Model

Customer Experience Management Solution Suite 1.5

GB962 Addendum B
August 2014

Latest Update: Frameworx Release 13.5

Version 1.5.1

TM Forum Approved
IPR Mode: RAND

TM Forum 2014. All Rights Reserved.

Maturity Model
Customer Experience Management Solution Suite 1.5

Notice
Copyright TM Forum 2014. All Rights Reserved.
This document and translations of it may be copied and furnished to others, and derivative
works that comment on or otherwise explain it or assist in its implementation may be prepared,
copied, published, and distributed, in whole or in part, without restriction of any kind, provided
that the above copyright notice and this section are included on all such copies and derivative
works. However, this document itself may not be modified in any way, including by removing the
copyright notice or references to TM FORUM, except as needed for the purpose of developing
any document or deliverable produced by a TM FORUM Collaboration Project Team (in which
case the rules applicable to copyrights, as set forth in the TM FORUM IPR Policy, must be
followed) or as required to translate it into languages other than English.
The limited permissions granted above are perpetual and will not be revoked by TM FORUM or
its successors or assigns.
This document and the information contained herein is provided on an "AS IS" basis and TM
FORUM DISCLAIMS ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING BUT NOT
LIMITED TO ANY WARRANTY THAT THE USE OF THE INFORMATION HEREIN WILL NOT
INFRINGE ANY OWNERSHIP RIGHTS OR ANY IMPLIED WARRANTIES OF
MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.
TM FORUM invites any TM FORUM Member or any other party that believes it has patent
claims that would necessarily be infringed by implementations of this TM Forum Standards Final
Deliverable, to notify the TM FORUM Team Administrator and provide an indication of its
willingness to grant patent licenses to such patent claims in a manner consistent with the IPR
Mode of the TM FORUM Collaboration Project Team that produced this deliverable.
The TM FORUM invites any party to contact the TM FORUM Team Administrator if it is aware of
a claim of ownership of any patent claims that would necessarily be infringed by
implementations of this TM FORUM Standards Final Deliverable by a patent holder that is not
willing to provide a license to such patent claims in a manner consistent with the IPR Mode of
the TM FORUM Collaboration Project Team that produced this TM FORUM Standards Final
Deliverable. TM FORUM may include such claims on its website, but disclaims any obligation to
do so.
TM FORUM takes no position regarding the validity or scope of any intellectual property or other
rights that might be claimed to pertain to the implementation or use of the technology described
in this TM FORUM Standards Final Deliverable or the extent to which any license under such
rights might or might not be available; neither does it represent that it has made any effort to
identify any such rights. Information on TM FORUM's procedures with respect to rights in any
document or deliverable produced by a TM FORUM Collaboration Project Team can be found
on the TM FORUM website. Copies of claims of rights made available for publication and any
assurances of licenses to be made available, or the result of an attempt made to obtain a
general license or permission for the use of such proprietary rights by implementers or users of
this TM FORUM Standards Final Deliverable, can be obtained from the TM FORUM Team
Administrator. TM FORUM makes no representation that any information or list of intellectual
property rights will at any time be complete, or that any claims in such list are, in fact, Essential
Claims.

TM Forum 2014. All Rights Reserved.

Page 2 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

Direct inquiries to the TM Forum office:

240 Headquarters Plaza,
East Tower 10th Floor,
Morristown, NJ 07960 USA
Tel No. +1 973 944 5100
Fax No. +1 973 944 5110
TM Forum Web Page: www.tmforum.org

TM Forum 2014. All Rights Reserved.

Page 3 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

Table of Contents
Notice...................................................................................................................................................................2
Table of Contents ..............................................................................................................................................4
Executive Summary ..........................................................................................................................................5
1. Introduction ....................................................................................................................................................6
The Maturity Model Matrix..........................................................................................................................6
Summary of the 5 Levels ...........................................................................................................................7
Summary of the 6 Dimensions of Customer Experience .........................................................................8
Dimension Attributes ..................................................................................................................................8
Strategy ..................................................................................................................................................9
Organization, Leadership &/ Influence .................................................................................................9
People ....................................................................................................................................................9
Customer Insightfulness of Processes .................................................................................................9
Business Metrics / KPIs ...................................................................................................................... 10
Tools / Systems .................................................................................................................................. 10
2. Key Capability Indicators, by Dimension................................................................................................ 11
Strategy ............................................................................................................................................... 11
Organization, Leadership & Influence ............................................................................................... 11
People ................................................................................................................................................. 12
Customer Insightfulness of Processes .............................................................................................. 12
Business Metrics / KPIs ...................................................................................................................... 13
Tools / Systems .................................................................................................................................. 14
3. Administrative Appendix ........................................................................................................................... 15
3.1 About this document ...................................................................................................................... 15
3.2 Document History .......................................................................................................................... 15
Version History.................................................................................................................................... 15
Release History................................................................................................................................... 15
3.3 Company Contact Details ............................................................................................................. 15
3.4 Acknowledgments ......................................................................................................................... 16

TM Forum 2014. All Rights Reserved.

Page 4 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

Executive Summary
As organizations embark on the implementation of Customer Experience
Management, a scale of measurement is needed to act as a compass to guide their
way. No improvement is possible unless organizations can first assess their current
level of adherence. Once a method of understanding maturity is in place a path of
continuous improvement can be set.
This addendum is the baseline for the Customer Experience Maturity Model,
enumerating the 5-levels of maturity and 6 Dimensions of Customer Experience.

TM Forum 2014. All Rights Reserved.

Page 5 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

1. Introduction
In order to plan and execute a program of continuous improvement in the pursuit of a
Customer Experience Management strategy, a method of assessing various
dimensions of attributes at the current and target maturity levels has been found a
useful approach to that end.
The 5 levels and 6 dimensions of TM Forums Maturity Model are grounded in the
Customer Life Cycle and Frameworx business model, thus providing practical
approaches to actual best practices and standards.
It should be noted that an enterprise is seldom monolithically lodged in one level of
maturity across all dimensions of attributes. The path to comprehensive improvement
in implementing a Customer Experience Management strategy will thus vary according
to factors unique to the circumstances and environment in which the enterprise finds
itself at any given time.
For an enterprise to plan and execute a program of continuous improvement around
their Customer Experience Management strategy, it is necessary to have a means to
assess their maturity across key defining factors of customer experience.
The TM Forum has created a model for this assessment that consists of five Maturity
Levels across each of six Customer Experience Dimensions. The model is based on
the Customer Lifecycle and the Frameworx business model, providing a structured and
practical approach to creating this best practice.

The Maturity Model Matrix

An enterprise is seldom at the same maturity level across all Customer Experience
Dimensions. The path to comprehensive improvement in Customer Experience
Management will vary according to the unique circumstances and environment present
in that company.
In that light, the Customer Experience Management Maturity Model combines the 5
levels and 6 dimensions into a matrix which provides a granular assessment level
within each of the 6 dimensions. This allows organizations to specifically identify where
they stand in each area and target improvement accordingly.

TM Forum 2014. All Rights Reserved.

Page 6 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

Summary of the 5 Levels

The five levels chosen for the Maturity Model are patterned after the widely-recognized
Capability Maturity Model used for software engineering maturity assessment. The
characteristics of these levels are broadly characterized as follows:

Level 1 Initial: It is characteristic of processes at this level that they are

(typically) un-documented and in a state of dynamic change, tending to be
driven in an ad hoc, uncontrolled and reactive manner by users or events. This
provides a chaotic or unstable environment for the processes.

Level 2 Repeatable: It is characteristic of processes at this level that some

processes are repeatable, possibly with consistent results. Process discipline
is unlikely to be rigorous, but where it exists it may help to ensure that existing
processes are maintained during times of stress.

Level 3 Defined: It is characteristic of processes at this level that there are

sets of defined and documented standard processes established and subject
to some degree of improvement over time. These standard processes are in
place (i.e., they are the AS-IS processes) and used to establish consistency of
process performance across the organization.

Level 4 Managed: It is characteristic of processes at this level that, using

process metrics, management can effectively control the AS-IS process. In
particular, management can identify ways to adjust and adapt the process to
particular projects without measurable losses of quality or deviations from
specifications. Process Capability is established from this level.

Level 5 Optimized: It is a characteristic of processes at this level that the

focus is on continually improving process performance through both
incremental and innovative changes/improvements.

TM Forum 2014. All Rights Reserved.

Page 7 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

At maturity level 5, processes are concerned with addressing statistical common

causes of process variation and changing the process (for example, to shift the mean
of the process performance) to improve process performance. This would be done at
the same time as maintaining the likelihood of achieving the established quantitative
process-improvement objectives.

Summary of the 6 Dimensions of Customer Experience

Strategy: A measure of the degree to which there exists a Customer

Experience Management theme in the enterprise strategy and of its effective
integration with the other dimensions of strategy. A measure of the clarity of
communication and consistency of actual behavior by the senior management
with respect to Customer Experience Management, related to many of the
customer experience dimensions listed below. The degree to which the
company has a clear understanding of how customer experience will help its
business and has established concrete objectives for improving or maintaining
its level of customer experience.
Organization, Leadership & Influence: A measure of the degree of focus of
organizations on Customer Experience Management and the degree of crossorganizational coordination toward effective results. This includes aspects of
governance and management as applied to Customer Experience
Management, with a particular emphasis on executive leadership, as
evidenced by tangible aspects of governance in the other Dimensions.
People: A measure of the degree of development of awareness, skills,
knowledge, and performance of those delivering value to the Customer. The
degree to which everyone in the enterprise, as well as in its suppliers and
partners, have the skills, knowledge, and incentives to deliver superior
customer experience.
Customer Insightfulness of Processes: A measure of the degree to which
there exists a process-centric approach to Customer Experience Management
and the effectiveness of the processes in place. The degree to which the
company has processes for continuously understanding and acting upon the
needs of customers as they interact with companies over time and across
channels.
Business Metrics / KPIs: A measure of the adoption/use of a system of
enterprise-level measures, operations-level measures, or both, which are
related to Customer Experience Management. The degree to which the
company has defined customer experience metrics and uses them as an
integral component to how it runs its operations.
Tools / Systems: A measure of the intensity of use of business management
IT systems in support of Customer Experience Management.

Dimension Attributes
The matrix below defines attributes for each of the Customer Experience Dimensions
at each maturity level. The initial attributes placed in the matrix below are meant to
initiate discussion and further refinement of the attributes, as well as linkage to
Frameworx. These updates will be the subject of subsequent enhancements to this
document.

TM Forum 2014. All Rights Reserved.

Page 8 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

As an aid in refining and enhancing these attributes, a Business Benchmarking survey

of the industry is being commissioned for the latter half of 2012. Based on responses
to that survey, analysis and conclusions drawn from the survey will further refine and
detail more attributes and more specificity in relationship to Frameworx.
The ranges of issues which will be specified in detail as the survey and other sources
are included are outlined in the following sections.
Strategy

Clarity of vision across organization

Existence of strategy

Supplier/partner (extended value stream) coordination of CE strategy

Relative emphasis on CE strategy

Establishment of CE culture

Organization, Leadership &/ Influence

Who has responsibility

Use in organizational goals

Awareness across enterprise

Effect on decision making

Quantification of benefits

Relationship to SLAs

Business case development

New service coverage of CE topic

Degree of interaction across organization

People

Coverage of management training

Coverage of staff training

Human resources involvement

Recruitment of CE skills

Staff turnover

Employees rewards for CE involvement

Relationship of staff goals to CE SLAs

Supplier/partner value stream correlation with CE goals

Customer Insightfulness of Processes

Processes in place

Customer life cycle touch point coverage

TM Forum 2014. All Rights Reserved.

Page 9 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

Process maturity

Alignment with Frameworx

Customer feedback mechanisms

Negative/positive feedback follow-up

Social media monitoring

Supplier/partner value stream process alignment

Business Metrics / KPIs

How CE is quantified (external and internal)

Sharing across value stream

Customer life cycle coverage

Actual use of measures

Action taken from results

New measures added

When new measures are added

Coverage of self-care measures

Use of social media measures

Tools / Systems

Degree of automation

Age of systems

Method of collection and reporting of information

Consistency of view of customer

Common product catalog

Use of CE requirements in procurement and development

Use of systems across extended (supplier/partner) value stream

Use of CE aspects in RFPs

How feedback is used

Self-care systems support

TM Forum 2014. All Rights Reserved.

Page 10 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

2. Key Capability Indicators, by Dimension

The following Key Capability Indicators (KCIs) provide an example of how qualitative and
quantitative measures of capability in the Dimensions of the CEM Maturity Model can be
captured across the enterprise to develop a baseline of current capability and to highlight
opportunities and challenges for reaching an increased level of maturity. These metrics
reflect analysis of a survey (conducted over the winter 2012/spring 2013) of Service
Providers, with the idea of aligning the questions of that survey to measures of use in
discovery of the maturity level of an enterprise.
Strategy

Clarity of vision across organization

o

VS1consistent statement of CEM vision in all organizational mission

statements: Y/N

VS2--# of organizational units with statement of CEM vision

Existence of strategy
o

Supplier/partner (extended value stream) coordination of CE strategy

o

VS4CEM strategy assessed, per supplier/partner

VS5--% assessed

Relative emphasis on CEM strategy

o

VS3explicit discussion of CEM strategy contained in planning

document(s)

VS6--% of explicit CEM content in formal strategy communications

Establishment of CEM culture

o

VS7Confidential survey of C-Level, Middle Management, and Line

Employees, ranking CEM relative emphasis on 1-5 scale

Organization, Leadership & Influence

Who has responsibility

o

Use in organizational goals

o

OI1% job descriptions with explicit CEM responsibilities

OI2-% goals with explicit CEM language

Awareness across enterprise

o

OI3--% of employees able to describe one or more of enterprise CEM

goals

OI4--% of employees able to describe departmental CEM goals

OI5--% of employees able to describe own CEM goals

Effect on decision making

o

OI6--% of formal governance artifacts with explicit CEM checklist

TM Forum 2014. All Rights Reserved.

Page 11 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

Quantification of benefits
o

OI7--% of measured benefits quantitative versus qualitative

OI8--# of measured benefits

Relationship to SLAs
o

Business case development

o

OI10--% projects with specific CEM business case tracking

New service coverage of CEM topic

o

OI9--% coverage of CEM goals/metrics in SLAs

OI11% New service launches with specific CEM elements

Degree of interaction across organization

o

OI12--# of interdepartmental reviews of CEM objectives and results

People

Coverage of management training

o

Coverage of staff training

o

PE6--% of rewards CEM-related

Relationship of staff goals to CEM SLAs

o

PE5average tenure in jobs with CEM duties

Employees rewards for CEM involvement

o

PE4--% recruitment postings with CEM duties

Staff turnover
o

PE3--% of job descriptions with CEM-specific duties

Recruitment of CE skills
o

PE2--% staff with process-specific training

Human resources involvement

o

PE1--% management with process-specific training

PE7--% of staff goals with SLA-specific references

Supplier/partner value stream correlation with CEM goals

o

PE8--% coverage of PE1-PE7 in value stream

Customer Insightfulness of Processes

Processes in place
o

PR1% total process elements with CEM-specific aspects

Customer life cycle touch point coverage

o

PR2--% of CEM life cycle touch points covered

TM Forum 2014. All Rights Reserved.

Page 12 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

Process maturity
o

PR3--% processes with defined CEM metrics

PR4--% CEM metrics used in enterprise performance measurement

Alignment with Frameworx

o

PR5--# of Business Process Framework (eTOM) process areas in use

PR6--# of Information Framework (SID) ABEs in use

PR7--# of Application Framework (TAM) functions in use

PR8--# of Integration Framework interfaces in use

Customer feedback mechanisms

o

PR9Customer feedback mechanisms formalized? Y/N

Negative/positive feedback follow-up

o

PR10--% negative feedback follow-up

PR11--% positive feedback follow-up

PR12average response time for follow-up

Social media monitoring

o

PR13# social media feeds monitored?

PR14--% social media results with follow-up

Supplier/partner value stream process alignment

o

PR15--% coverage of PR1-PR15 in value stream

Business Metrics / KPIs

How CEM is quantified (external and internal)

o

BK1--# of CEM-specific quantitative measures

BK2--% of process elements with CEM measures

BK3--% of SLAs with linkage to internal CEM measures

Sharing across value stream

o

Customer life cycle coverage

o

BK6--% of CEM measures directly connected to individual and

enterprise performance assessment

Action taken from results

o

BK5--% of CEM life cycle with specific measures

Actual use of measures

o

BK4--# of measures shared across value stream

BK7--% of directed actions referring to CEM measure results

New measures added

TM Forum 2014. All Rights Reserved.

Page 13 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

When new measures are added

o

BK9---% level of effort expended in new product/service launch prior to

new measure addition

Coverage of self-care measures

o

BK8% of new measures

BK10--% of self-care functions with CEM measures

Use of social media measures

o

BK11--% of CEM measures based on social media input

Tools / Systems

Degree of automation
o

TP1--# of CEM function points in systems

TP2--% of process steps supported by CEM systems

Age of systems
o

Method of collection and reporting of information

o

TP4--% collection automated

TP5--% reporting automated

Consistency of view of customer

o

TP10--% RFPs with explicit CEM requirements

How feedback is used

o

TP9--# of interface points with value chain supplier/partner systems

Use of CEM aspects in RFPs

o

TP8--% procurement and development artifacts containing explicit

CEM requirements content

Use of systems across extended (supplier/partner) value stream

o

TP7Common product catalog? Y/N

Use of CEM requirements in procurement and development

o

TP6--% systems with access to all CEM data

Common product catalog

o

TP3average months in service of CEM systems

TP11--% of employees with access to Customer feedback

Self-care systems support

TP12--% of CEM Life Cycle supported by Self Care systems

TM Forum 2014. All Rights Reserved.

Page 14 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

3. Administrative Appendix
3.1 About this document
This is addendum B of GB962 Customer Experience Management Introduction.

3.2 Document History

Version History
Version Number

Date Modified

Modified by:

1.0 Draft

31-AUG-2012

Steve Cotton

1.0
1.1 Draft Revision 1
1.1
1.2

28-SEP-2012
21-MAR-2013
19-APR-2013
25-APR-2013

Steve Cotton
Steve Cotton
Alicja Kawecki

1.3

20-SEP-2013

Alicja Kawecki

1.4

23-SEP-2013

John DAmour

1.5.0

9-OCT-2013

Alicja Kawecki

1.5.1

28-AUG-2014

Alicja Kawecki

Date Modified

Modified by:

Description of
changes
first draft of
document
Team Approved
For Team Approval
Team Approved
Corrected Notice,
inserted header &
footer, updated
branding, minor
formatting edits prior
to posting for
Member Evaluation
Updated notice to
reflect TM Forum
Approved status,
added IPR Mode to
cover
Updated Executive
Summary, added
MM Matrix section
Updated cover,
footer & header,
corrected notice
Updated cover,
footer and Notice to
reflect TM Forum
Approved status

Release History
Release Number

Description of
changes

3.3 Company Contact Details

Company

Team Member
Representative

To be supplied

TM Forum 2014. All Rights Reserved.

Page 15 of 16

Maturity Model
Customer Experience Management Solution Suite 1.5

3.4 Acknowledgments
Company

Team Member
Representative

To be supplied

TM Forum 2014. All Rights Reserved.

Page 16 of 16