The CMXA, our Customer experience maturity assessment helps you identify the strengths and weaknesses of your current CX management, and helps the organisation establish an aligned roadmap to reach the next level.
“We have gone through a rebranding and launched a
new value proposition. Now every team has a
different view on how to bring that value proposition
to life. Where to focus, how to work together?”
CX Manager, mobile operator
“We are on our way, but have lost momentum.
There are too many options out there, we don’t know
where to prioritise”.
Head of Strategy, Major Global B2B producer for the
“Every department has its own interpretation of
customer experience. Most also seem to think we
are doing really well in CX – while I doubt that we
do. Help me analyse the situation”
CMO, Top 5 Country of German Car Brand
“We have been doing a lot of work in the past
years, including a complete reset of our CX
approach – but now we are not sure how to take
things to the next level. We are great at running a
10 Miles, but we need to get ready for the
CMO, mobile operator group
Do these look familiar?
How good is your business at…
…realising the value of Customer
…listening to the Voice of the
Customer and act on it?
…managing Customer Experience
across all touchpoints and
…empowering and motivating
employees to be customer centric?
…running the information
systems that support your CX?
…yielding profits by being
In just a few days, our Customer Experience Maturity Assessment measures the
performance of CX in your company and lays out the way for immediate improvement.
Focus your actions.
Align your people.
In two weeks, our Customer Experience Maturity
Assessment (CXMA) enables you to measure and
benchmark the performance of CX in your company,
align all departments around a common ambition, and
define your prioritised CX roadmap.
You will find out which activities are bringing you closer
to customers and which barriers you are still facing.
Our experts will compare you with the best in the
industry, identify gaps in your capability and show you
how to take your CX to the next level… fast.
The result is an aligned roadmap to take the
organisation to its next level of customer centricity.
Your Assessment Process
3. Analysis &
2. Survey1. Immersion
First we interview 10 key
stakeholders to uncover
preferences and progress with
creates clarity and
understanding of goals and
We also analyse existing
customer data: NPS / CSAT,
etc. to get the customer view
on the situation.
We run an online assessment
with 20-30 stakeholders to
gain a view of how the
organisation sees itself,
including different views
between departments, and key
strengths and weaknesses.
The survey is anonymous at
employee level, but detailed at
We review your existing data:
satisfaction scores, Net
Promoter scores, customer
research, competitive position
in the field of CX, market data,
We also conduct global best
practice research to spotlight
your customer centricity
strengths and reveal
4. Planning &
We present the outcomes of
our review and the
assessment in the Alignment
Workshop, where all
departments get together. We
agree with your team on
“where are we now” and
together plan the “where do
we want to be in 3 years”.
These goals will be
summarised in a roadmap with
both long term improvement
projects and a substantial
number of quick wins.
• Gain customer insights
• Develop a customer strategy
• Define the desired CX
• Customer Driven Processes
• Align IT & Data Management
• International vs. local vision
• Sr. Leadership Focus
• Employee Encouragement
• Customer skills & mind-set
• Listen to VoCustomer
• Follow up on VoCustomer
• Translate CX into money
4 key domains assessed Clear results output
Differentiated Next steps Aligned Roadmap
Let’s talk customer – contact us for a call or a
cup of coffee:
+32 473 88 89 96
We make Customer-Centricity happen. Profitably.
Head of Research
+32 473 88 89 96
8. We make Customer Centricity happen. Profitably.
A structured approach for automotive firms to embed
the customer perspective in every aspect of their
business, from customer journey development to POS
A structured approach for telecommunication firms to
embed the customer perspective in every aspect of
A skilled multi-language team for EMEA clients B2B and B2C Credentials
To make the world a more
customer-friendly place (for fun & profit)
Our Purpose We make customer experience happen. Profitably.Our Promise
Who are we?
What do we do?
A structured approach for B2B firms to loyalize
customers, improve share of wallet, and save accounts
at risk. NPS, customer journey, and other key tools.
Business to Business
We are Customer Experience Architects.
Futurelab is the European customer experience (CX) consultancy. For more than 15 years we help our clients
understand the needs of their customers, develop better customer experience, and draw profit from customers’
loyalty and word of mouth.
We call ourselves “Customer Experience Architects” because we help you dream, design, launch and
implement your CX program – just like an architect helps a client to dream, design and create a new building.
We listen to your needs, evaluate your current situation, and plan projects with your team, managing your
agencies and vendors towards the desired result.
But we don't stop just there: like any good architect, we stay with you overseeing the implementation process,
making sure that projects are on track, the necessary processes are created, and your people learn necessary
This is why our services fit your needs – from customer strategy development and NPS ® pilots to all-company
customer centricity trainings. Our focus is on identifying quick wins and drive the ROI of any project. Through our
offices in Germany and Belgium, as well as our associates in many other countries, we are always close to you.