Improving customer experience starts with understanding where you are today.
Whether you’re building a CX program, improving customer service or investing in new technology, it’s difficult to know where to focus without an objective view of your current capability.
Our complimentary CX Maturity Assessment benchmarks your organisation across five key capability areas and provides a personalised report highlighting your maturity level, strongest capability and biggest opportunity.
10-minute assessment
Immediate personalised report
Built by Act XM’s customer experience consultants.
Benchmark your customer experience capability and identify where to focus next
Every organisation is trying to improve customer experience in some way.
Some are building a formal CX function. Others are investing in customer service, AI or new technology. Many already have good programs in place but want to understand where the next opportunity is.
One thing we’ve learnt from working with organisations across Australia and New Zealand is that improving customer experience isn’t about doing one thing really well. It’s about building capability across the organisation.
That’s exactly what this assessment has been designed to help you understand.
In around 10 minutes, you’ll receive a personalised report showing where your organisation is performing well, where the biggest opportunities exist and where we’d suggest focusing next.
Estimated completion time: 7–10 minutes
Developed by customer experience specialists
This assessment has been developed by the Act XM based on our experience helping organisations across Australia and New Zealand design, implement and improve customer experience programs.
It brings together the five capability areas we consistently see underpinning successful customer experience outcomes across leadership, measurement, people, technology and continuous improvement.
Whether an organisation is establishing its first Voice of Customer program, improving customer service or looking to better connect technology and customer insight, these capabilities provide a practical framework for understanding where to focus next.
What is a CX Maturity Assessment?
A CX Maturity Assessment helps organisations understand how well customer experience has been embedded across the business.
Rather than focusing on customer satisfaction alone, it looks at the organisational capabilities that enable consistently better customer experiences.
The assessment provides an objective benchmark of your organisation’s current capability, helping identify strengths, opportunities and the areas most likely to improve customer and business outcomes.
What does the CX maturity assessment measure?
Over the years, we’ve worked with organisations at every stage of their customer experience journey.
Some have sophisticated Voice of Customer programs but struggle to turn insight into action. Others have invested heavily in technology but haven’t embedded customer experience into everyday decision making. And some are only just getting started.
What we’ve consistently observed is that the organisations making the greatest progress aren’t necessarily collecting more customer feedback.
They’re building capability.
This assessment benchmarks your organisation across five capability areas that we believe underpin successful customer experience programs.
Leadership & Governance
Customer experience improves much faster when leaders are aligned, priorities are clear and accountability sits in the right places.
This capability measures how clearly customer experience is led, prioritised, owned and governed across the organisation.
CX Impact & Measurement
Collecting customer feedback is only part of the picture.
The organisations seeing the greatest return are those using customer insight to guide decisions, measure outcomes and demonstrate business value.
People & Culture
Customer experience isn’t owned by one team.
It relies on people across the organisation understanding their role, working together and feeling empowered to improve customer outcomes.
Technology Enablement
Technology should make it easier to understand customers, connect information and remove unnecessary effort for both customers and employees.
This capability looks at how effectively technology, data, automation and analytics support customer understanding and service delivery.
Customer Experience Improvement
The organisations making the biggest gains don’t just respond to customer issues.
They continually improve the experiences that matter most.
This capability measures how effectively customer journeys, services and pain points are identified, prioritised and improved.
Why assess customer experience capability?
Customer experience has become a strategic priority for many organisations.
Yet one of the biggest challenges isn’t collecting more customer feedback—it’s understanding where to invest time, budget and effort to create meaningful improvement.
Assessing customer experience capability provides an independent benchmark that helps organisations:
- Understand current strengths and capability gaps.
- Prioritise improvement initiatives.
- Align leadership around common priorities.
- Support business cases for customer experience investment.
- Measure progress over time.
Many organisations repeat maturity assessments annually to understand how their capability is evolving and to guide future planning.
How should organisations use a CX Maturity Assessment?
There isn’t one right time to complete a maturity assessment.
Some organisations use it before launching a Voice of Customer program or implementing new technology.
Others use it during strategic planning, organisational transformation or customer service improvement initiatives.
We’ve also seen organisations ask leaders from different functions to complete the assessment independently before comparing results. This often uncovers different perspectives and creates valuable conversations about priorities, ownership and where improvement efforts should be focused.
Trusted by leading Australian brands
At Act XM, we help leading organisations enhance customer focus, boost innovation, and build effective strategies. Our human-centred approach ensures exceptional customer and employee experiences, transforming their journeys.
Ready to see where your organisation stands?
Understanding your current capability is the first step towards improving customer experience.
Complete the CX Maturity Assessment and receive your personalised report in around 10 minutes.
Frequently asked questions
What is a CX Maturity Assessment?
A CX Maturity Assessment benchmarks how effectively customer experience has been embedded across leadership, governance, people, measurement, technology and continuous improvement.
How long does the assessment take?
Approximately 7–10 minutes.
Who should complete the assessment?
Anyone responsible for improving customer experience, customer service or organisational performance.
Is the assessment free?
Yes.
The assessment and personalised report are complimentary.
Will I receive my results immediately?
Yes.
Your report is generated once you’ve completed the assessment.
Is the assessment only relevant if we use Qualtrics or Zendesk?
No.
The assessment is technology agnostic and focuses on organisational capability rather than any individual platform.
Can multiple people from the same organisation complete it?
Absolutely.
In fact, we encourage leadership teams to complete the assessment independently before comparing results.
The discussion that follows is often just as valuable as the assessment itself.
About Act XM
Act XM helps organisations connect customer strategy, technology and execution.
As specialist partners of Qualtrics and Zendesk, we work with organisations across Australia and New Zealand to design, implement and improve customer experience programs that deliver measurable business outcomes.
Our work spans strategy, Voice of Customer, customer service transformation, AI, technology implementation, managed services and ongoing advisory.