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CX maturity use cases


Asset managers are placing increased importance on client experience (CX) and, at Accomplish, we are seeing heightened interest in the industry CX Maturity Benchmark.

The benchmark enables you to evaluate the strength of your firm’s internal CX capability and compare it against your direct peers.

To bring this to life for you, here are the three most common CX maturity use cases. The personas and quotes are real; the names are fictional.

The benchmarking process is standard but, in each case, our client’s situation and objective was different, so they valued different aspects of it, which the cases highlight.

In the experience economy, benchmarking your CX leads to real results. We hope these scenarios help you understand whether you too could gain value from the CX maturity benchmark. As ever, we would love to hear from you if you have any questions.

Use case 1: demystify and baseline 

Situation – Paige was new to her role as the COO of Distribution and she had no prior experience of CX. 

Objective – she instinctively recognised the importance of viewing the organisation from the client’s perspective, and she wanted to know the ‘state of play’ she had inherited. 

Rationale – her questions to Accomplish were “where are we OK, where should we focus, why, and how?” 

Need Paige needed the right tool to help her evaluate the status quo and create a baseline for any future changes.  

Value gained

  • She told us afterwards that she had “particularly valued the way the benchmark breaks down CX into its building blocks.” It identifies the areas of greater and lesser maturity and gave her a framework for a response strategy. In her words, she appreciated how the process “demystified CX”.
  • Leading on from this, at the end of the process, Paige appreciated how it had aligned her colleagues and her on a common language for CX and a way forward. “It became obvious that, beforehand, we had different ideas in our minds of ‘client centricity’ – now we know, and we have a plan for achieving it! Thank you.”
CX maturity use cases

Use case 2: step back, take stock and check alignment 

Situation – Aditya was the Head of Client Experience who, for 18 months after they onboarded into the CX Maturity Benchmark, had been leading his colleagues through a CX transformation. Their plan had involved clarifying their CX strategy, establishing a core client journey, and instituting CX metrics and governance. 

Objective – quite simply, he wanted to know “how are we getting on?” 

Rationale – Adi felt his programme team and he had, at times, been working in a bubble and, in his words, he wanted to “step back, take stock, and check alignment” with the rest of the organisation. 

Need – situations develop, competitor practices evolve, and stakeholders can change – from Accomplish’s perspective Adi needed the confidence that his programme was still ‘on track’. 

Value gained – in the feedback session afterwards, the team spoke about the opportunity both to see how far they had come, but also to re-set.

  • “I’m glad we were able to involve [our new Head of Distribution] … his eyes widened when he saw what we had achieved compared to where we had been. I felt pretty happy at that point.” 
  • “The structure made our blind spots ‘jump out’ at me” … “Yeah, and it was good to hear that we’re not alone in the industry, and to discover what the leading edge looks like. That was exciting.” 
  • Adi was pleased too: “I feel like we just did a re-boot and an upgrade: we’re going to celebrate what we’ve achieved … and I feel good about our new goals and the support from above.”

Use case 3: going for gold 

Situation – Peter was the Head of Distribution of an asset management firm and he and his operating committee colleagues were confident that they had a particularly strong CX capability.

Objective – they wanted to know “is our CX good enough to include in our promotional material?” 

Rationale – Peter’s firm believed that they had created a unique CX that was differentiating them in the market. He wanted to go one step further: he wanted them to actively promote the strength of their CX to stand out in the eyes of prospective clients.

Need – this would be a bold move: in Accomplish’s opinion, they needed a careful, objective and evidence-based validation before going public.

Value gained – everyone was pleased with the outcome and, in particular, the Head of CX and his team were also glad when we stopped asking them questions!

  • The more they claimed, the more Accomplish had to verify: “they had us checking and double-checking and it really gave us confidence in what we had built.”
  • In Peter’s words, “we wanted to go for gold, and that’s what we got.” They now present the results proudly in their materials and conversations with clients, prospects and consultants.

CX maturity use cases – conclusion

As a discipline, CX is still in its infancy. This is particularly the case in the B2B asset management industry, where it has been under-researched and open, therefore, to misunderstanding.

At Accomplish, we are changing this with leading-edge research designed first to explain why asset managers need to care about CX, and second to create ground-breaking solutions to industry-wide issues.

Drop us an e-mail if you have any questions on these CX maturity use cases, or more generally on how CX benchmarking could help you achieve your goals. We’d love to hear from you.

Adam Grainger

Adam Grainger

Behavioral analytics | Business intelligence | Asset management

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