CE Capability Maturity

Daniel D. Prior
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Daniel D. Prior: University of New South Wales

Chapter 9 in B2B Customer Engagement Strategy, 2023, pp 189-213 from Springer

Abstract: 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).

Date: 2023
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DOI: 10.1007/978-3-031-23409-5_9

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