Introducing the Brand Chemistry Maturity Model™


A methodology to evaluate and assess an organization’s employee experience (EX) and customer experience (CX) maturity and its return on investment in experience design (RoX).

We are at an inflection point where consumers and employees are demanding better and more personalized experiences. Companies must keep up with this demand in order to remain competitive. This includes competition for both customers as well as employees. More importantly, while many organizations have traditionally focused on external-facing initiatives first, it is the ones which start internally that have the greatest potential to provide long-term positive benefits. 

Employee Experience (EX) and Customer Experience (CX) have the power to individually influence an organization for the better. Benefits from EX include improved productivity, engagement, and turn-over rates, among other changes. But combined, they have the power to truly transform. When these three elements are combined successfully, we refer to the phenomenon as brand chemistry. 


For many organizations, enabling great experiences for employees and customers supported by process, organizational culture, technologies such as artificial intelligence and machine learning, and the ability to measure across the dimensions will be a game-changer. The speed at which these practices are applied could be the difference between exponential growth and losing out to the competition. However, as many early adopters have found, there are many hurdles to overcome for successful implementation of CX and EX within an organization. 

Unfortunately, because EX and CX have unique requirements and are often applied by disconnected teams, this is not due to a single issue. For improved experience to deliver upon its promise, a complex interworking of different factors will need to line up. These range from organizational and operational to the people, processes, and technologies utilized. Companies that understand how to make that work will be the winners, able to outsmart their competition.

The Cravety team has worked with many types of organizations over the years to improve business results from experience and technology investments. We understand what is required to embed into the organization to contribute to bottom-line results. To that end, we have developed the Cravety Brand Chemistry Maturity Model™ to help organizations understand where they are in the experience journey and what needs to happen to accelerate getting better business results out of EX and CX initiatives. 


The improvement is identified based on 5 stages:

  • Stage 1: Analyze
    There is functional competence within the organization in one or more of the areas (EX & CX) but teams and initiatives are siloed and contributions or ROI are not immediately apparent. EX and CX are not embraced as keys to organizational success.

  • Stage 2: Experiment
    There is activity related to innovation in both areas (EX & CX), but there is not yet a cohesive strategy that ties this work together.

  • Stage 3: Influence
    EX & CX initiatives in effect, and are influencing decisions across the organization in a positive way. Experience has been explicitly stated as being key to organizational success.

  • Stage 4: Impact
    The organization has a good understanding of how investments in EX and CX can contribute to the bottom line based on some recent successes.

  • Stage 5: Transform
    The organization is reaping the benefits of EX and CX being priorities. Strategic initiatives include experience as a key component and design element.

When an organization can align employee and customer experience and get to reach the Transform phase in all three categories, it achieves Return on Experience (RoX). The Cravety Brand Chemistry Maturity Model™ identifies 10 elements of experience that require an organization’s attention. An organization needs to improve balance across these elements to deliver the accelerated transformation that unified EX & CX can deliver. 

In our next post, we’ll talk more about how to use the Brand Chemistry Maturity Model™ in order to set your organization on a path to experience acceleration.

Until then, contact us if you have more questions or download the white paper.

Greg Kihlstrom