Information maturities

What comprises an information maturity model of customer engagement?


The operational capabilities of marketing, sales, and services will continue to undergo a rapid transformation.

The figure below depicts six basic operational capabilities of integrated customer engagement.

Each operational capability represents a new configuration of systems, processes, and accountabilities of marketing operations. The figure below also depicts five levels of operational and information maturity.

Media services play a large role in effective customer engagement, enabling engagement managers to create unique and compelling experiences for customers and partners.

The figure above depicts the six OPERATIONAL CAPABILITIES of integrated customer engagement, emphasizing the need for new systems, processes, and accountabilities. The figure above also depicts five levels of MATURITY of engagement operations and (analytics) information.

Operational maturities adopt the basic levels of a management process-control framework (Lean Six Sigma, CMMI) to the use of information as a strategic resource.

Information mavericks represent the creative and innovative individuals wielding personal power with a database or application, satisfying his or her needs with little accountability to the broader social network of the enterprise information users.

Information silos represent the needs of a functional group (accounting, customer service) using information as a operational tool, adopting information standards and tools specific to the functional group and thus limiting access to their data by other enterprise users.

Analysis-driven communications starts with an enterprise focus, enabling an informed view of core operations. This entails adoption of enterprise information standards, information architectures, and data integration.


Adaptive engagement entails the integration of systems, processes, and accountabilities of the engagement cycle, enabling a marketing operation to align most of its activities to engagement lifecycle goals.

This includes the ability to implement continuous, ongoing improvements within the engagement cycle, using hard data to make fact-based decisions. Adaptive engagement represents a vastly improved IT service management infrastructure, emphasizing the need for an IT service integration model and roadmap—a CIO blueprint depicting the logical collection of Web services of a service-oriented architecture (SOA).

CIO Blueprints clarify how to source and provision needed SOA-based Web services from corporate or departmental IT operations and strategy partners (market service providers, agencies, and customer portfolio managers).

Policy-managed engagement represents an aspirational futureproof of self-managing systems that rely on IT service policies to activate and manage the delivery of IT-based engagement services.