New Index Reveals the Most Mature Sectors for CX

A new Conversational Customer Experience (CX) Maturity Index from Infobip reveals the maturity benchmarks for four major industries, retail and eCommerce, Telco, Finance, and Healthcare. Customer experience is a key differentiator between businesses and brands. Great customer experiences boost engagement and increase sales, while poor experiences can reduce loyalty and sales.

Infobip has ranked four sectors’ conversational CX maturity, for their ability to deliver outstanding customer experiences with precision and consistency, by measuring journey and sophistication scoring. Journey scoring rates the channel mix brands use to communicate with customers and how many use cases brands automate across these channels. Sophistication scoring weighs a brand’s approach to integrating tools, platforms tech, and communication strategy.

Retail and eCommerce reached a journey score of 60 and a sophistication score of 57 points out of a maximum of 100 points. Telcos had scores of 63 and 57, finance 57 and 52, and healthcare reached 56 and 48 points. The framework enables businesses to evaluate how effectively they understand, design, and optimize every customer interaction across critical touchpoints, whether in marketing, sales, or support.  Infobip will soon launch a comprehensive Conversational CX Maturity Index that enables companies to benchmark themselves against their industry peers on their conversational maturity across use cases and technology.

“Achieving conversational CX maturity is becoming a necessity for brands that want to thrive in an increasingly competitive, digital-first landscape. This means evolving from simple, reactive chatbots to sophisticated, AI-driven systems that can engage proactively and offer personalized experiences across every touchpoint. Conversational CX maturity isn’t just about keeping up with technology – it’s about putting the customer at the heart of everything brands do. Brands that invest in conversational excellence will see tangible benefits: higher customer satisfaction, increased loyalty, better operational efficiency, and a stronger competitive edge. By delivering consistent, personalized, and seamless experiences, mature brands create lasting connections that lead to higher customer lifetime value and long-term business success,“ said Ivan Ostojić, Chief Business Officer at Infobip.