The Arthur D. Little Customer Experience Maturity Model is a framework for companies to improve their customer experience from good to great. The model assesses a company's current state and provides guidance on how to progress along the maturity continuum. Today's leaders in customer experience, such as Amazon and WhatsApp, have demonstrated the value of delivering a superior customer experience. The model considers three factors that contribute to customer experience: differentiation, changing customer expectations, and the impact of scale. Investing in customer experience can provide significant economic benefits, as it can drive customer loyalty and increase revenue.
