From IFCX to CXMMI: Validation and Evolution of a Customer Experience Management Maturity Model

This study presents the evolution of the IFCX model into the Customer Experience Management Maturity Index (CXMMI), a comprehensive framework for assessing and benchmarking the maturity of customer experience management in organizations, by focusing on employee perceptions. Utilizing a rigorous methodology that includes comprehensive literature analysis, database access for questionnaire validation, scale construction, and sector comparison, data from 611 participants in Brazilian manufacturing, service, and technology sectors were collected using a 41-question survey covering six dimensions. High internal consistency reliability was demonstrated by Cronbach’s Alpha, and advanced statistical techniques such as MCA, PCA, LOESS, and Cluster Analysis were used to develop the maturity scale. The results demonstrate the effectiveness of the CXMMI in evaluating critical dimensions of customer experience management like journey, culture, governance, processes and communication, indicators and technology, and segmentation and differentiation. The practical application of the CXMMI provides companies with a valuable tool for internal assessment and benchmarking, enabling continuous improvements in customer experience management practices. The originality of this study lies in the comparison, for the first time in academia, of academic and managerial models of customer experience measurement, culminating in the evolution to the CXMMI.