Gain public recognition and visibility
Earn formal acknowledgment through tools like the CX maturity plaque, positioning your organization as a leader in customer experience.
The CX Maturity Assessment is a core component of the International Model for Customer Experience in Government. It is designed to help organizations take a structured look at how well they are embedding customer-centric practices across all aspects of their work. Rather than providing a static score, the assessment supports meaningful reflection, cross-functional dialogue, and evidence-based decision-making. It enables public sector teams to understand where they stand today, where they want to go, and how to get there—turning insight into action and continuous improvement.
Identify strengths and opportunities for improvement
Use structured reflection and evidence to focus your CX efforts where they are most needed.
Enable external validation and benchmarking
Compare your performance with peers using a standardized, credible maturity model.
Foster cross-functional dialogue
Create space for meaningful conversations across teams to strengthen engagement and ownership.
Enable evidence-based decision-making
Ground CX strategies and actions in reliable insights drawn from the assessment.
Establish a clear baseline
Understand your organization’s current level of customer experience maturity across all critical dimensions.
Celebrate achievements and reinforce a culture of excellence
Recognize internal progress and maturity milestones to motivate and inspire your teams.
Track progress over time
Measure the impact of your efforts and revisit the assessment regularly to sustain momentum.
Support strategic planning and prioritization
Link assessment results to future goals and define a clear, actionable path forward.
Promote shared understanding and alignment
Encourage consistency and collaboration across departments through a common language and framework.
What External Assessors Are Looking For
External assessors bring an independent, objective perspective to help validate your organization’s maturity level through a structured, evidence-based process. Their role is not only to verify your self-assessment but also to identify blind spots, challenge assumptions, and strengthen your improvement journey. External assessment is not about passing or failing — it provides a credible, constructive mirror to accelerate learning, enhance impact, and demonstrate excellence to internal and external stakeholders.
To do this, assessors focus on two core areas:
1.
Conformance to the Model
Assessors look first and foremost for tangible evidence that the 4Ds+ framework has been implemented in line with its intended purpose and structure. This ensures your maturity level is measured against a consistent benchmark used across all participating governments. They examine:
- Understanding of the Model: Evidence that the 4Ds+ framework is understood by your team and meaningfully applied in practice, demonstrated through the integration of the 15 critical success factors and their sub-factors in your CX policies, initiatives, and decision-making.
- Model-Aligned Practice: Assurance that your self-assessment and internal practices are anchored in the official criteria outlined in the model.
- Demonstrated Results and Outcomes: Evidence that the model has led to measurable impact, such as improved customer satisfaction, reduced effort, stronger service performance, or internal efficiencies.
- Credible Documentation and Evidence: The presence of clear documentation, artifacts, or observable practices that support your self-assessment ratings and reflect actual performance.
2.
Systematic Implementation of the Model
Beyond conformance, assessors evaluate how the model has been applied as a coherent and systematic process across your organization. They look for:
- Coherence: A clear and logical relationship between the four dimensions—for example, how Direction shapes Design, which informs Development and culminates in Delivery.
- Comprehensiveness: Application of CX practices across the entire organization, not limited to isolated teams or projects.
- Consistency: The regular and structured use of CX practices across all service areas and channels, underpinned by established governance, processes, and routines.
- Learning: Evidence of reflection, adaptation, and capacity-building based on experience—visible in leadership behaviors, team engagement, and daily practices.