In my 30 years in the broader realm of marketing, 12 of that in customer experience specifically, I’ve seen a lot of self-rated assessments about the maturity of CX programs. Everyone has them—consulting firms in particular, but also software providers, research firms and individual companies. They range from 10-question surveys at an extremely high level, to nearly 300 questions that go to great depth. The more questions, the more they cost.
Let’s be frank. Their....