Customer-Centricity Maturity Audit (CCMA)

The power of Customer-Centricity

Organizations that are able to satisfy their customer needs innovate more, have higher returns for shareholders, and engage more with their employees.

Putting your customer at the core of what you do is tied to how you leverage your internal resources, processes, structure, leadership, and culture.

Based on our own research and experience, we've created the Customer-Centricity Maturity Model (CCMM). The model & assessment provide leaders with insight into how they differentiate their organization by aligning around their customer in the most efficient way possible. The insights are divided into 5 dimensions: Leadership, Resources, Structure, Processes, and Culture.

The outcome of the assessment is a clear overview of how the organization currently performs and how it can better align strategy with customer needs to find opportunities for innovation, insights, and cost-efficiencies.


As part of their digital transformation, the HR department of the European Commission wanted to understand how customer-centered its current processes and structure were. The outcome was a customer-centricity report which detailed the current state of the processes, structure, and resources and the impact they had on the internal                                  stakeholders. The report also contained concrete, tailored recommendations to make                                  DG HR more customer-centered.

The department of work and social economy wanted to analyze how customer-centered they were. The outcome of this assessment was a customer-centricity report                                  containing a detailed analysis of the as-is situation and an overview of opportunities                                  and challenges the organization should address if it wanted to create more value for its                                  customers and users.

Our approach

1. Tailored to your project

There is no one-size-fits-all approach, because all organizations, customers, and challenges are unique. The approach and creative method we use depends on whether the focus is on users, experts, or internal stakeholders. We align with you on tools, techniques, participants, location, and timing.

2. Rooted in understanding

We don't assume to know your problem, but we do know how to understand it thoroughly. We observe, explore, and interact with your customer, user, or stakeholder to provide you with advice-based on facts and real-life experiences.

3. Broad experiences & expertise

Your challenges deserve the best. We have a multidisciplinary team with strong roots in human-centered design and extensive experiences in different fields with organizations both large and small.