How mature is your customer experience?
A scored profile across six dimensions, a benchmark against published research, and a ninety-day plan sequenced to your answers. Built like the diagnostic we run at the start of a strategy engagement.
Take the assessmentOne score, and the six numbers behind it
Most assessments hand you a single number and leave you guessing which part of the program is dragging it down. You get a score out of 100 and the six dimension scores underneath it, so you can tell whether the problem is how you listen, how you act, how you measure, or the culture holding all three together.
Where you actually sit on the curve
Your score lands on a five-stage curve, so you can see how much of the field is ahead of you and how much is behind. In a 2023 study of 220 large organizations, two thirds never got past the second stage. It is a less flattering comparison than a grade, and a considerably more useful one.
Leave with a plan, not a label
The report closes with a sequenced ninety-day plan built from your weakest dimensions and the individual answers that flagged. It is not generic best practice. The order is calculated from where effort converts to maturity fastest for your profile specifically, which is why two companies with the same score walk away with different plans.
The six things it measures
Each dimension is scored on its own and carries a weight, because the six are not equally load-bearing. Your score out of 100 is the weighted average.
Strategy & Leadership
An owner, a written strategy, and real funding.
Voice of the Customer & Insights
How well you listen, and who hears it.
Insight-to-Action & Journey Improvement
Whether feedback turns into fixes.
Measurement & ROI
Metrics tied to money and accountability.
Culture & People
Whether the frontline is trusted to act.
Technology, Data & AI Readiness
Unified data that AI can stand on.
The five stages, and where most companies sit
Your score lands in one of five stages. Most organizations never leave the first two: in the XM Institute’s 2023 study of 220 large organizations, 67% sat in the bottom two stages and only 8% reached the top two combined.
Reactive
You fix problems after customers complain.
Aware
You listen and measure, but little changes.
Managed
You own the basics, and feedback drives fixes.
Proactive
You anticipate problems and invest where it pays.
Embedded
You let customer outcomes steer the strategy.
How the scoring works
Every question offers five answers, and each one describes an observable state of your organization rather than a level of agreement. A question about feedback asks whether anyone closes the loop with the customer who gave it and whether it leads to a systemic fix. A question about AI asks whether your customer data is unified and the knowledge behind it is governed. You pick the one closest to your reality and it scores 1 to 5. A dimension score is the average of its questions, and the overall score is the weighted average of the six dimensions on a 0 to 100 scale.
Each dimension opens with a question everyone answers, and its follow-ups are asked only where that first answer makes them worth asking, so nobody is asked how they use metrics they have just said they do not have. That is why the diagnostic runs anywhere from 7 to 17 questions. A follow-up you are not asked is still scored, and it is scored conservatively: it can never come out higher than the answer that skipped it. Every profile ends up scored across the full bank, so two results are comparable however long each path was.
The plan at the end is built from the same numbers. It is sequenced by your weakest dimensions weighted by how much they count, and by the individual answers that flagged, which is why two companies with the same score walk away with different first moves.
Before you start
How long does the assessment take?
About five minutes. The diagnostic is adaptive, so depending on your answers it runs from 7 to 17 questions: everyone answers the six gate questions, and the follow-ups appear only where your gate answer makes them meaningful.
Who in the company should answer it?
Someone who can see across functions. A CX lead, a COO, or a head of support usually has the view the questions ask for, because they cover strategy, listening, action, measurement, culture and technology. Answer for the organization as it is today, not the version in the plan, or the score describes a future you have not built yet.
Do I need to give an email address?
No. There is no signup and no email gate. Your results render on the page as soon as you finish, you can download the full report as a PDF, and you can generate a share link to send to a colleague.
How does this compare with the XM Institute or Forrester maturity models?
The five stages align by rank with the published five-stage models from the XM Institute, Forrester and Gartner, so a result here can be read against any of them. The difference is what gets scored: every answer describes an observable practice in your organization rather than how strongly you agree with a statement, which is harder to flatter yourself with.
What happens with my answers?
They are stored only in the share link you generate, which encodes your answers in the URL itself. There is no account, and nothing reaches us unless you choose to book a call and bring your results with you.
Sources
Every benchmark figure in the assessment and its report was verified against the primary source below. Spot something wrong or out of date? Email hello@rethinkcx.com and we will fix it.
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- 03Zendesk, CX Trends 2025 (2025)
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Two thirds of the field never leaves the second stage
Find out in about five minutes whether you are one of them. The diagnostic adapts to your answers, and a full written report waits at the end. Free, with no email required.
Take the assessment