OMMMICX — Omnichannel maturity model

Self-assessment tool that translates my doctoral research into an operational model: 8 dimensions, 60 criteria and 6 levels to measure the omnichannel maturity of customer experience.

2026Own developmentChile

The eight dimensions of the OMMMICX model and the six-level maturity ladder

dimensions assessed

maturity criteria

levels, from Nonexistent to Optimized

01 · Context

The Challenge

The gap: companies talk about omnichannel, but no maturity model specifically existed for managing omnichannel customer experience. Available models measured digitalization or marketing, not the real articulation of channels, data, processes and culture around the customer.

The blurry diagnosis: without a common instrument, each team evaluates its omnichannel maturity with its own criteria. There is no baseline, no comparison and no clear investment priorities.

From paper to practice: a model published in a thesis doesn't reach the teams that need it. It was necessary to translate the research into a usable product, without losing the rigor of the original instrument.

02 · Design

How It Was Built

The model grew out of a systematic review of the literature on omnichannel experience and empirical research with professionals in the field. On that basis I defined an assessable structure and implemented it as a web application: the respondent answers the full instrument, gets their score by dimension, their maturity level and a report with prioritized recommendations.

01
8 dimensions covering the entire omnichannel management: business strategy, channel management, customer experience, people and culture, data and analytics, processes, technology and brand management.
02
60 assessable criteria, each with a concrete statement the organization self-assesses on a 0-to-3 scale (from “does not meet” to “fully meets”), for a maximum of 180 points.
03
6 maturity levels defined by percentage of compliance: Nonexistent, Incipient, Multichannel, Transitioning to omnichannel, Managed omnichannel and Optimized omnichannel.
04
“Not applicable” criteria for service companies: criteria tied to physical products (inventory, shipping, returns, store) are excluded from the score and benchmark, so the result is comparable across industries.
05
All dimensions and criteria carry equal weight, a methodological decision that avoids biasing the diagnosis toward technology or marketing.
06
Report and benchmark: results by dimension, prioritized gaps and comparison with other organizations that completed the assessment.
07
Multilingual product (Spanish, English, French and Romanian) with dedicated landing pages by dimension and by research study.

03 · Participation

My Role

Author of the model and developer of the tool, from start to finish.

The model comes from my doctoral thesis at Pontificia Universidad Católica de Chile (School of Engineering), *Omnichannel Customer Experience: Research and Management of a Co-created Evolving Experience*, specifically from chapter 6, dedicated to the maturity model for omnichannel customer experience management.

I designed the systematic review and empirical research underpinning the dimensions and criteria, defined the scoring structure and maturity levels, and built the entire application: content architecture, assessment, report, benchmark, four-language versions and the site's SEO strategy.

Model author and tool developer