Why Conversational CX Maturity Could Be the Missing Piece in Your Digital Transformation

This article is brought to you by TC Brand Studio. This is paid content, and Growthy.web editorial team was not involved in its creation. Interested in partnering with TC Brand Studio? Let’s talk.

How well are you really connecting with your customers?

Let’s be honest – in today’s always-on, always-connected world, simply being present isn’t enough. Customers expect more. They want real conversations – real-time, two-way, helpful exchanges on the digital platforms they use every day.

The businesses that get this right? They’re not just doing well. They’re winning hearts – and market share.

They’re keeping customers happier, building deeper loyalty, and running more efficiently. In other words, they’re pulling ahead of the competition. Fast.

But here’s the thing:

Getting there – truly mastering conversational customer experience (CX) – isn’t easy. It takes more than a chatbot and good intentions.

It takes maturity.

At Infobip, we see conversational CX maturity as one of the most important – and most overlooked – parts of digital transformation. And right now, most companies are still just getting started.

So… where do you stand?

Are you leading the way? Struggling to keep up? Or just stuck in the middle?

To really grow, companies need to understand where they are on the CX maturity curve. What channels are you using? Are they actually working together? Are you reacting to customer needs – or anticipating them?

The truth is, conversational CX is no longer just “nice to have.” It’s something your customers already expect. They want interactions that feel natural, helpful, and – most importantly – human.

Infobip’s Conversational CX Maturity Index looked at four big industries: telecom, retail & e-commerce, finance, and healthcare. The findings? Most companies think they’re doing great. But the reality tells a different story.

While 90% of brands say they offer “omnichannel” experiences, only 33% actually deliver truly seamless ones. The rest are stuck juggling disconnected systems and frustrated customers.

That’s not just a problem – it’s a huge opportunity.

Even more concerning? Over half of businesses (51%) are still using basic chatbots that can only handle the simplest of tasks. Meanwhile, the companies that are winning have already moved on to advanced AI – tools that understand context, speak multiple languages, and deliver real-time, personalised support.

Being conversationally mature isn’t about chasing the latest tech trend. It’s about meeting your customers where they are, how they prefer, and making them feel truly heard.

The best companies use AI not to replace humans – but to support them. They exceed expectations, build trust, and drive long-term value.

And yet… so many businesses are falling short.

Yes, 90% are experimenting with generative AI. But only a few are actually using it in meaningful ways. Most stop at surface-level automation and miss the deeper opportunity: to truly transform the way they engage with customers.

At Infobip, we’ve helped over 6,000 companies explore and improve their CX maturity. From big-name retailers in Europe to fast-growing banks in the Middle East, we’ve seen the difference that understanding – and acting on – CX maturity can make.

From Knowing to Doing: The Power of Navigator

Understanding your maturity level is step one. But real change comes from taking action – and that’s where Infobip Navigator comes in.

Too often, companies do the research, talk about their goals… and then get stuck.

Navigator is designed to change that.

It’s not just a tool – it’s a full journey. A step-by-step approach that helps you move from insight to action, and from action to results.

Here’s how it works:

Maturity Navigator shows you where your CX stands today.

Vision Navigator helps you align your CX goals with your big-picture strategy.

Value Navigator maps out the steps to grow your CX maturity.

Implementation Navigator brings the plan to life.

Success Navigator tracks results and finds new growth opportunities.

In short, it gives your teams the clarity, direction, and confidence to move forward – quickly and effectively.

And this isn’t just theory.

Navigator is already delivering results across the globe – for telcos in EMEA, banks in APAC, and retailers worldwide.

With a clear plan in place, they’re no longer guessing. They’re moving with purpose. Growing smarter. Serving better.

Ready to raise your CX game? Here’s how to start:

Understand where you are now. Take a good, honest look at your current customer experience.
Embrace AI where it matters. Start with GenAI, but aim for smarter tools that support your team and your customers.
Make it personal. Use data to tailor your conversations and show customers you really know them.
Move at your pace – but move. You don’t need to do it all at once, but don’t stand still either.
Protect customer trust. Make security and privacy a core part of every CX decision.