Why conversational CX maturity is the missing link in digital transformation

TechCrunch

6 hours ago

What's your conversational experience maturity level?
In today's hyperconnected and competitive world, brands that excel in conversational customer experiences (CX) – real-time two-way interactions with consumers on their favourite digital channels – aren't just ahead. They are winning.
These companies drive higher customer satisfaction, deepen loyalty and unlock efficiencies. In short, they dominate the competition.
Conversational CX maturity fuels growth. Consistent, personalised, and seamless CX builds trust and emotional connections that convert long-term value.
But there's a catch. Reaching conversational maturity is hard. In a digital-first, AI-powered landscape, businesses that lag behind risk losing relevance.
At Infobip, CX maturity is the next frontier of digital transformation, but most brands are still on the starting line.
Are you leading, lagging – or stuck in neutral?
To thrive, businesses must benchmark their conversational maturity. What channels are in play? How integrated and intelligent is your tech stack? Most importantly, how do you move from reactive to proactive digital engagement?
Conversational CX maturity is no longer a nice-to-have. It's a strategic imperative. It means mastering the design, implementation, and optimisation of customer interactions that feel natural, helpful, and human.
Infobip's Conversational CX Maturity Index reveals benchmarks across four high-impact sectors: telco, retail and e-commerce, finance, and healthcare.
And most brands are not as mature as they think. While 90% of brands claim to be omnichannel, only 33% deliver seamless, synchronised experiences. The rest? They're stuck in the multichannel trap.
That's a big gap, but also a big opportunity.
What's worse? More than half (51%) of firms rely on basic chatbots. Meanwhile, advanced GenAI-powered chatbots with multilingual NLP and real-time analytics are already reshaping customer expectations with real-time, personalised support.
Businesses and brands must examine the range and effectiveness of their communication channels and the sophistication of integrated tools and technologies to assess conversational maturity.
CX maturity is not about following technology trends or jumping on new fads.
Companies excelling in this area exceed customer expectations, foster loyalty and trust, and increase sales.
CX leaders commit to AI adoption.
While nine out of 10 companies are dabbling in GenAI, only one or two are effectively using Conversational AI. This is another missed opportunity.
Most brands stop at this surface-level use.
The message is clear. If brands are not pushing conversational CX maturity, they are falling behind.
We have now helped more than 6,000 businesses better understand their CX maturity.
From major European retailers to banks in the middle east, our customers have used our index to understand how mature their customer CX is and how to enhance their customer journey and boost satisfaction.
From CX Maturity to Digital Transformation
Knowing your CX Maturity is just the start. The fundamental transformation starts with action, and that's where Infobip's Navigator comes in.
Too many brands get stuck after the diagnosis. Many know the opportunity is there — but not how to seize it.
Infobip Navigator tackles this.
It's not just a toolkit; it's a full-scale CX transformation engine that can move quickly from insight to impact. It provides clarity and direction to enable the customer journeys of tomorrow.
Our Navigator empowers customer-facing teams to identify opportunities, tailor solutions, and accelerate deals across every customer journey stage.
Whether a telco wants to unify touchpoints, or a bank wants to personalise every digital interaction, Navigator gives teams the tools to act precisely and quickly.
Here's how it works:
• Maturity Navigator diagnoses a brand's CX maturity today.
• Vision Navigator aligns CX solutions with strategic goals.
• Value Navigator defines next steps to become more CX mature.
• Implementation Navigator helps put CX solutions into action.
• Success Navigator nurtures the solution and identifies new opportunities.
Why does this matter?
Because most brands stumble at the first hurdle, they assess, talk, and then stall.
Infobip Navigator breaks this cycle.
It transforms conversations into momentum, giving our teams and customers the structure, insight, and confidence to execute.
Infobip Navigator is not just theory.
It's already working, with banks in APAC, telcos across EMEA, and retailers worldwide.
We're helping brands understand their current state and move up the maturity curve with a clear, pragmatic plan.
No more guesswork. No more delays. Just strategic acceleration, powered by Infobip's Navigator.
A roadmap to raise your CX maturity and unlock measurable results
There are a few key steps for businesses and brands wanting to transform their customer experiences, embrace digital interactions, and enhance their conversational maturity.
First, assess your current maturity. Identify where you are and where you want to be.
Second, invest in AI-powered automation. GenAI is just the beginning. Next, agentic AI can handle routine queries and free up agents for high-value interactions.
Third, double down on personalisation. Use data to deliver tailored conversational experiences.
Fourth, transform at your pace, but don't wait. A phased rollout doesn't mean a slow one. Agile implementation is the name of the game.
Fifth, lock down your data. Trust is built on security. Make it a core part of your CX design.
It's time to lead
When consumers expect more seamless and conversational experiences across every touch point, anything less is a risk.
Whether for marketing, sales, or support, everything is a conversation.
The only question left. Are you ready to discover where you stand?
Start your CX transformation today. Take the free assessment and uncover your growth potential: https://www.infobip.com/cx-maturity-assessment.