Customer Experience Maturity Model

The LYONSCG Maturity Model is designed to help you assess your Customer Experience strategy and discover opportunities for optimization. The assessment covers four areas:

Business Strategy

Customer Journey

Digital Marketing

Technology

Following the quick survey, a LYONSCG Consultant will reach out to walk you through your business results. They will review your Authority Score, highlight your biggest opportunities, and share some advice on how to take advantage of these moving forward to shape your businesses road map.

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Customer Experience Maturity Model

In what range does your site conversion rate typically fall?

Below 0.75% 0.75% to 1.75% 1.75% to 3.00% 3.00% or higher We don’t have a D2C channel

What is your annual revenue?

Less than $20MM $20MM to $100MM $100MM to $1B $1B or more Would rather not disclose

What product vertical do you most align with?

Apparel & Fashion Houseware, Furnishing or Electronics Specialty, Sporting Goods, Toys & Pets Mass Merchant Other

What kind of merchant are you?

Online Only Multichannel Retailer Branded Manufacturer CPG

Our company has a customer data repository

1/5

We keep customer information in multiple places (repositories) and we don't know what to do with it We capture customer data and customer purchase data in multiple places, and all of this data feeds back to a single customer repository for segmentation and analysis We capture customer data and customer purchase data that feeds into a single customer repository, and we have the ability to send that information back out to our marketing platforms

Our organizational structure prioritizes the overall customer experience through all business channels

2/5

Our organization is siloed based on business channel Our organization is siloed based on business channel but those silos are bridged with marketing and technology Our organization is cross-functional throughout marketing, creative and technology and we have inhouse and or external experts executing marketing and merchandising competencies

We have a yearly budgeting process

3/5

Our company currently does not have an annual budget Our company is on a fiscal and/or yearly budget Our company is on a fiscal and/or yearly budget that is reforecasted and/or updated seasonally based on business

We have a strong understanding of who our customers are

4/5

We are not sure who our core customers are We have identified different customers with varying psychographics and demographics We market to specific targets and have done research to closely define customer personas We market to multiple personas which have been defined by interviews and research

Please select the most relevant option below:

We have a strong understanding of our competitors and the competitive landscape

5/5

We are unsure who are our competitors are, and/or do not understand our competitive landscape Our company is aware of our competitive landscape and we actively monitor our closest competitors Our company is aware of our competitive landscape and we assess - either internally or through a 3rd party - what our competition is doing from a marketing and channel perspective

We offer standard pricing and promotions across stores and channels

1/8

Standard pricing differs between online and in-store sales channels Standard pricing is the same online and in-store, but sale/clearance pricing can vary across stores and channels Standard and Sale/Clearance pricing is the same online and in-store, but offers are channel-specific Pricing and offers (e.g. BOGO) are the same online and in-store, but coupon codes are channel-specific Pricing and offers are the same across all channels, and promotional offers and coupon codes are redeemable both online and in-store We do not have stores

We provide customers with full visibility into both online and in-store inventory

2/8

There is no cross-store or cross-channel insight into product availability Store associates and customer service representatives (CSRs) can view in-store and online inventory Customers can view product availability at nearby stores Customers can view product availability at nearby stores and see expected in-stock date for sold out products We do not have stores

We fulfill online Ship From Store orders

3/8

Retail stores are not fulfilling online Ship To Home orders Stores are fulfilling online Ship To Home orders, but we have limited control over order routing rules Stores are able to fulfill only the orders and products that cannot be fulfilled by eCommerce channels Orders are assigned to stores for fulfillment based upon robust business rules across multiple criteria: cost, transit time, capacity, distressed inventory, etc. We do not have stores

Our customers can return online purchases to a retail store

4/8

Customers cannot return an online order to a retail store Customers can return online purchases to a retail store, but their refund is not issued until the eCommerce warehouse receives the returned merchandise Customers can return online purchases to a retail store, but their refund is for in-store credit only Customers can return online purchases to a retail store for immediate refund to original payment method. Store associates can issue refunds through your eCommerce platform Customers can return or exchange online purchases at a retail store with the same experience as returning/exchanging in-store purchases We do not have stores

We offer Buy Online, Pickup In Store (BOPIS) functionality to shoppers

5/8

Online customers cannot select "In-Store Pickup" during checkout Customers can select Store Pickup for any order, and all orders are shipped to store, but we do not offer same-day pickup Customers who select Store Pickup can have same-day pickup fulfilled from that store's inventory Customers who select Store Pickup can have their order fulfilled in 1 hour or less Customers can place a single Store Pickup order, pick up some items same-day, and have the rest of their order shipped to store for pickup We do not have stores

We leverage Endless Aisle / mobile Point-of-Sale solutions

6/8

Store associates can see online products and inventory, but cannot place "save-the-sale" orders on behalf of in-store customers Store associates can "save the sale" and place "Ship to Home" online orders for in-store customers Store associates can "save the sale", by placing "Ship To Home" online orders, or sending an order for pickup at another store Store associates "save the sale" and can add products to customer's shopping cart for later online checkout by that same in-store customer We do not have stores

Our customer experience is optimized for mobile users

7/8

We have no mobile experience Our site is responsive - or we otherwise have a mobile-specific website We apply mobile-first best practices for navigation, copy, and contemporary interaction features Our experience includes enhanced mobile-first features for fit guides, express checkout, store locators, etc. Our mobile experience includes a micro-moments strategy to optimize a variety of omni-channel use cases

Please select the most relevant option below:

We segment our loyalty program customers based upon tier of engagement

8/8

We do not have a loyalty program We segment our loyalty customers based upon dollars spent We segment our loyalty customers based upon dollars spent and various other points of interaction (e.g. shares on social media, user-generated content, etc.)

We email to defined segments

1/3

We currently blanket blast emails to our entire list We segment our list based on behavior or performance We have the ability to segment our list by past purchases and/or website behavior

Our email platform is integrated into multiple systems

2/3

We only are integrated directly with our eCommerce platform (new subscriptions are sent back) We have integrated our CRM, eCommerce platform, and Email provider We are integrated with our CRM, eCommerce platform, and Email provider, in addition to some third party behavioral analysis and modeling tools

We have an active paid media program

3/3

We do not currently invest in any paid media We are lightly investing in some programs, but paid media is not a prioritized channel for us We have an active media program, and it is a key driver of traffic and revenue

Our analytics program is integrated completely with our customer and marketing data

1/3

We do not have a unified view of our customers across marketing channels, devices, or offline/online We have a somewhat integrated view of our customers across the three levels of attribution: marketing, device, and offline behavior We have a complete - or mostly complete - view of our customers across the three levels of attribution

Our site is ADA compliant

2/3

We have not had an ADA audit performed We have had an ADA audit performed, and carried out the identified remediation We have completed ADA remediation, and we keep abreast of all ADA changes to maintain compliance

We are utilizing the latest version of our eCommerce platform and its associated functionality

3/3

We are not utilizing the latest available features of the platform We are leveraging the latest key features of the platform that help ensure a good user experience We are leveraging the latest key features of the platform that improve the user experience and help drive sales and revenue

Customer Experience Maturity Model

Thank you for your response.

You have successfully completed the survey. One of our consultants will reach out to review your response and show how you stack up against the rest of the industry. We’ll also share our thoughts on your biggest opportunities and what it might take to capitalize on them.

Customer Experience Maturity Model

Customer Experience Maturity Model

Please fill out the form below to begin:

In what range does your site conversion rate typically fall?

What is your annual revenue?

What product vertical do you most align with?

What kind of merchant are you?

Our company has a customer data repository

Our organizational structure prioritizes the overall customer experience through all business channels

We have a yearly budgeting process

We have a strong understanding of who our customers are

We have a strong understanding of our competitors and the competitive landscape

We offer standard pricing and promotions across stores and channels

We provide customers with full visibility into both online and in-store inventory

We fulfill online Ship From Store orders

Our customers can return online purchases to a retail store

We offer Buy Online, Pickup In Store (BOPIS) functionality to shoppers

We leverage Endless Aisle / mobile Point-of-Sale solutions

Our customer experience is optimized for mobile users

We segment our loyalty program customers based upon tier of engagement

We email to defined segments

Our email platform is integrated into multiple systems

We have an active paid media program

Our analytics program is integrated completely with our customer and marketing data

Our site is ADA compliant

We are utilizing the latest version of our eCommerce platform and its associated functionality

What are the most critical customer experience challenges your business requires assistance for?

Customer Experience Maturity Model

Thank you for your response.