Elevating Your Digital Strategy: The Leap from Strategic to Innovative in DCX Maturity

Outliant Editorial Team
February 16, 2024
min read

In the journey of digital transformation, transitioning from Level 3 (Strategic) to Level 4 (Innovative) in the Digital Customer Experience (DCX) Maturity Model marks a significant evolution. At this stage, organizations move beyond strategic integration of digital initiatives to pioneering digital innovation, leveraging advanced technologies (like artificial intelligence (AI) and machine learning) to drive unparalleled personalization and customer engagement. This article outlines a roadmap for organizations aiming to make this critical leap, enhancing their competitive edge, and setting new standards in customer experience.

Understanding Level 3: Strategic

At Level 3, organizations have achieved a cohesive digital strategy that integrates customer data across multiple channels, enabling a more personalized and seamless customer journey. They leverage analytics to inform decisions and have begun to experiment with automation and AI to enhance customer interactions. However, the journey doesn't end here. The next step involves harnessing these technologies to not just respond to customer needs but to anticipate them and innovate continuously.

The Goal of Level 4: Innovative

Reaching Level 4 is about achieving a sophisticated, data-driven, and highly personalized customer experience at scale. It involves fully integrating AI and machine learning into all aspects of the digital customer journey, from predictive analytics and automated customer service, to real-time personalization. Organizations at this level are not just market participants; they are market leaders- setting trends and defining the future of digital engagement.

Step-by-Step Guide to Transition

  1. Start to Innovate with Data
    1. As an organization scales its data usage, it will be able to use the rich insights gained from integrated customer data to drive innovation in product and service offerings. Develop new business models based on predictive customer needs and preferences.
  2. Begin Personalization at Scale
    1. Leverage technology to deliver individualized customer experiences across all touchpoints. Use data-driven insights to tailor content, recommendations, and offers to each customer's unique preferences and behaviors.
  3. Strengthen Data Privacy and Security
    1. As you collect and analyze more customer data, reinforce your commitment to data privacy and security. Build trust by transparently communicating how data is used and protected.
  4. Foster a Culture of Continuous Innovation
    1. Cultivate an organizational culture that encourages experimentation, agility, and ongoing learning. Empower teams to test new ideas, learn from failures, and iterate quickly.

Challenges When Transitioning

  • Complexity requires larger efforts to make smaller updates 
  • The responsibility of managing customer data compliantly
  • Keeping pace with Innovation

How to know you are at Level 4

  • You lead your industry in digital innovation 
  • Your organization follows rigorous compliance protocols 
  • All decisions are made based on conclusions from data


Transitioning from a strategic to an innovative digital customer experience is a transformative journey that positions organizations at the forefront of digital engagement. By embracing AI, fostering a culture of innovation, and continuously enhancing personalization, businesses can unlock new levels of customer satisfaction and loyalty. The leap from Level 3 to Level 4 in the DCX Maturity Model is not just a step forward in technology but a giant leap in how businesses understand, interact with, and deliver value to their customers.

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As a partner at Outliant, an agency committed to assisting organizations in generating digital revenue, Austin Kueffner has played a pivotal role in helping numerous organizations elevate their digital customer experience (DXC). The brands he has worked with span from well-funded startups to 1000+ location franchises. While the digital customer experience varies across companies, the process to build out a world-class experience remains consistent. Austin looks forward to sharing everything he has learned so far with others.

Austin Kueffner

Partner at Outliant

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Outliant’s CDX Maturity Model

Level 1


The journey begins with foundational practices. Typically, companies at this stage adopt a generalized approach – a standard website and basic email campaigns. Data is scattered and channel-specific, providing limited insights. This level is a common starting point, especially for B2B or traditionally non-digital companies, characterized by minimal digital expenditure and modest revenues.

Level 2


Growth leads to the operational phase, where companies start embracing more sophisticated, though still somewhat disjointed, digital strategies. This includes A/B testing and basic personalization within channels. However, cross-channel experiences may lack cohesion, and analytics might offer conflicting reports despite being tied to key performance indicators (KPIs).

Level 3


The strategic phase sees companies embracing multi-channel experiences with more sophisticated segmentation and automation, although AI is not yet fully integrated. Data becomes centralized, ensuring uniformity across all tools, and digital experience (DX) roadmaps are actively pursued.

Level 4


At this stage, companies achieve sophisticated, individualized omni-channel personalization. Customer profiles are continually enriched, and optimization is automated. The integration of AI and machine learning in analytics offers predictive insights, contributing to loyalty and direct revenue impact.

Level 5


In the transformative stage, exemplified by giants like Apple and Tesla, companies don't just adapt to digital trends—they set them. They use technology to develop new business models and market opportunities. This level involves integrating cutting-edge technologies like AI and IoT to reshape customer interactions and lead industry-wide innovations.

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Enhancing Digital Customer Experience: A Guided Journey Through Our Maturity Model

In today's digital era, the customer experience is paramount. A study by Treasure Data shows that 74% of buyers are influenced significantly by their digital experience when making a purchase. As businesses evolve, understanding and enhancing this digital journey is crucial for growth and customer retention. We've developed a DCX Maturity Model to help you identify your current position and strategize for advancement in the digital realm.

Access our webinar on how to upgrade you can upgrade your DCX and generate more revenue.

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