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CE Capability Maturity

In: B2B Customer Engagement Strategy

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  • Daniel D. Prior

    (University of New South Wales)

Abstract

In this chapter, we explore the idea of CE capability maturity. We define CE maturity along two dimensions. Where internal constancy refers to the level of development for a specific CE sub-capability (customer journey management, CRM, customer communications or data analytics and insight), horizontal consistency refers to the degree to which each CE sub-capability delivers on a coherent company CE strategy. We consider four scenarios which delineate between low and high internal consistency as well as low and high horizontal consistency. The most common scenario is where a company has high internal consistency in one CE sub-capability (most notably customer communications) but lacks horizontal consistency (which we describe as scenario).

Suggested Citation

  • Daniel D. Prior, 2023. "CE Capability Maturity," Springer Books, in: B2B Customer Engagement Strategy, chapter 9, pages 189-213, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-23409-5_9
    DOI: 10.1007/978-3-031-23409-5_9
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