--- title: The Aspire Frameworks — Four Interlocking Models for CCM and CXM Intelligence | Aspire CCS description: "Aspire CCS's four canonical frameworks: the Omnichannel Wheel, Customer Conversation Operating Model (CCOM), CCM Maturity Model, and 5 Stages of CXM Maturity. Together they form the analytical surface for every Aspire engagement — mapping the customer journey, the operating model behind it, the operational capability that runs it, and the strategic evolution of the enterprise." --- [Home](https://20070696.hs-sites.com/?hsLang=en-us) → [Aspire Intelligence](https://20070696.hs-sites.com/aspire-intelligence?hsLang=en-us) → The Aspire Frameworks Aspire IP Architecture # Four interlocking frameworks. *One intelligence architecture.* **The proprietary models behind Aspire Intelligence.** Aspire's frameworks aren't four separate diagrams — they are four lenses on the same analytical stack. Each answers a different question about how an enterprise communicates, operates, measures itself, and evolves toward true Customer Experience Management. [Explore the Architecture](https://20070696.hs-sites.com/aspire-frameworks#anchor) [Speak with an Analyst](https://meetings.hubspot.com/martin-pack1/aspire-ccs-new-web-site-chat) 04 5 Stages of CXM MaturityWhere on the journey? 03 CCM Maturity ModelHow mature today? 01 Omnichannel WheelWhat does the journey look like? 02 CCOMHow does the engine work? The IP Stack ## Four frameworks. One intelligence architecture. Aspire's proprietary frameworks are layered, not separate. Each one answers a different strategic question — together they form the analytical surface for every Aspire CCS engagement. Click any of the four frameworks below to dive into the detail. Strategic horizon FRAMEWORK 04 · STRATEGIC EVOLUTION 5 Stages of CXM Maturity™ Where on the strategic journey from CCM 1.0 to CXM the enterprise sits CCM 1.0 → CXM Click to explore → contains FRAMEWORK 03 · OPERATIONAL CAPABILITY CCM Maturity Model How mature the CCM operation is across nine dimensions Click to explore → measures FRAMEWORK 01 · CUSTOMER JOURNEY Aspire Omnichannel Wheel The eight-stage map of every customer journey, end to end Click to explore → powered by FRAMEWORK 02 · OPERATING MODEL Customer Conversation Operating Model The Decision & Intelligence Core inside the wheel — ECM and CCM/CXM as two faces of the same engine Click to explore → Operational foundation CXM MATURITY · STRATEGIC EVOLUTION Five stages from CCM 1.0 to CXM Answers: *Where is the enterprise on its strategic journey?* Maps the broad trajectory from document-output thinking (CCM 1.0) to true Customer Experience Management (CXM) via two intermediate stages of journey thinking (CJM 1.0 and CJM 2.0). Used in board-level conversations and strategic transformation planning. CCM MATURITY · OPERATIONAL CAPABILITY Nine dimensions across five maturity levels Answers: *How mature is the CCM operation today?* Benchmarks people, process and technology across nine dimensions (Strategy, IT Infrastructure, Data, Risk, Process, Org, Delivery, Engagement, Culture). Drives the Aspire CCM Maturity Assessment and gap-to-peer reporting. OMNICHANNEL WHEEL · CUSTOMER JOURNEY Eight stages around the Decision & Intelligence Core Answers: *What does the customer journey look like?* Maps the end-to-end journey through eight stages (Discover, Acquire, Onboard, Transact, Service, Inform, Retain, Advocate) with channel coverage, regulatory intensity, and the central Decision & Intelligence Core. The framework anchor for every Aspire engagement. CCOM · OPERATING MODEL ECM and CCM/CXM as two faces of one engine Answers: *How does the engine that powers the journey actually work?* Defines the Customer Conversation Operating Model that sits inside the Decision & Intelligence Core — member-facing CCM/CXM and employee-facing ECM as two views of the same shared data, decisioning, and trust foundation. **Each framework answers a different question.** Read on for the deep dive on each one — or sign in to Navigator to apply them to your own organisation. Why Four Frameworks? ## Each framework answers a question the others can't. A single model would force every conversation through the same lens. Four interlocking frameworks let Aspire CCS analysts engage at the right altitude for the question being asked — from board strategy to operational benchmark to journey design to platform architecture. ### Strategy needs different models from operations. A board-level conversation about CCM-to-CXM transformation does not need the nine-dimension operational benchmark — but it absolutely needs a clear strategic horizon. The 5 Stages of CXM Maturity sits at the top of the stack precisely because executive decisions are made there. ### Operations need different models from strategy. Conversely, a head of CCM benchmarking against industry peers does not need the high-level CCM 1.0 to CXM trajectory — they need to know where Strategy, Risk & Compliance, and Process Efficiency sit on the maturity scale today. The CCM Maturity Model is the operational lens. ### The journey is a constant. Whatever the strategic horizon or maturity level, every customer goes through the same eight stages: Discover, Acquire, Onboard, Transact, Service, Inform, Retain, Advocate. The Omnichannel Wheel is the framework that stays steady while the others measure progress against it. ### The engine is shared. Behind the journey sits a single intelligence engine. CCOM defines how member-facing CCM/CXM and employee-facing ECM share data, decisioning, and trust foundation — the operating model that makes the wheel turn. Get CCOM right and everything above it works. Framework 01 · Customer Journey ## What does the *customer journey* actually look like? **The Aspire Omnichannel Wheel maps the eight stages every customer goes through** — Discover, Acquire, Onboard, Transact, Service, Inform, Retain, Advocate — arranged radially around the Decision and Intelligence Core. Channels are positioned as chips around the perimeter. Two band overlays show Commercial intent and Regulatory weight per stage. Industry-specific overlays adapt the model for Insurance, US Health Payer, EU e-Invoicing, and Banking contexts. It is not a customer journey map for one customer. It is the canonical structure that every customer journey fits inside — the framework analysts return to when comparing organisations, vendors, and capabilities across an industry. **8**stages **2**band overlays **4**industry views **SVG**export [Explore the Wheel →](https://20070696.hs-sites.com/omnichannel-wheel?hsLang=en-us) [Sign in for interactive analysis](https://20070696.hs-sites.com/aspire-navigator?hsLang=en-us) DISCOVER ACQUIRE ONBOARD TRANSACT SERVICE INFORM RETAIN ADVOCATE DECISION & INTELLIGENCE CORE Framework 02 · Operating Model ## How does the *engine inside the wheel* actually work? **The Customer Conversation Operating Model defines how the Decision and Intelligence Core operates**: member-facing CCM/CXM and employee-facing ECM as two views of the same shared foundation. One organisation cannot be world-class at member experience while neglecting employee experience — the two share data, decisioning, and trust at the same engine. CCOM is the operating model behind the wheel. Get CCOM right and the wheel turns. Get CCOM wrong and even brilliant customer journey design gets undermined by inconsistent messaging, conflicting data, or employees without the tools to deliver on the customer promise. **2**faces (Member & Employee) **3**foundations **2**view lenses [Explore CCOM →](https://20070696.hs-sites.com/aspire-ccs-ccom?hsLang=en-us) [Sign in for full model](https://20070696.hs-sites.com/aspire-navigator?hsLang=en-us) MEMBER CCM / CXM EMPLOYEE ECM DECISION & INTELLIGENCE CORE DATA DECISIONING TRUST SHARED FOUNDATION Framework 03 · Operational Capability ## How *mature* is the CCM operation today? **The CCM Maturity Model benchmarks an organisation across nine dimensions and five levels.** Strategy, IT Infrastructure, Data, Risk & Compliance, Process Efficiency, Organisation, Delivery, Customer Engagement, and Digital Culture — each scored from Level 1 Initial through Level 5 Optimize. Most enterprises self-assess one level higher than their actual maturity. It is the operational benchmark behind the Aspire CCM Maturity Assessment. Boards use it to set targets. Operators use it to identify gaps. Programme teams use it to sequence transformation roadmaps grounded in evidence rather than aspiration. **9**dimensions **5**maturity levels **45**benchmark cells [Take the Assessment →](https://20070696.hs-sites.com/aspire-navigator?hsLang=en-us) [Speak with an Analyst](https://meetings.hubspot.com/martin-pack1/aspire-ccs-new-web-site-chat) L1 Initial Ad-hoc L2 Develop Emerging L3 Define Structured L4 Manage Controlled L5 Optimize Transformed Level 1 — Initial: ad-hoc capability with little structure Strategy Non-existent IT Infrastructure Dependent Process Efficiency Low / Manual Customer Engagement None Level 2 — Develop: emerging capability, beginning of structure Strategy Ad-hoc IT Infrastructure Some dependency Process Efficiency Unstructured Customer Engagement Limited Level 3 — Define: structured processes and engineered data Strategy Managed IT Infrastructure Redundancy Process Efficiency Electronic Customer Engagement Ad-hoc Level 4 — Manage: controlled, cross-functional, intelligence-enabled Strategy Disruptive IT Infrastructure Enabling Process Efficiency Intelligent Customer Engagement Personalised Level 5 — Optimize: transformational, governed, real-time, omnichannel Strategy Transformational IT Infrastructure Brokerage Process Efficiency Agile Customer Engagement Real-time Showing 4 of 9 dimensions — full matrix in the assessment. Framework 04 · Strategic Evolution ## Where on the *journey to true CXM* does the enterprise sit? **Aspire's 5 Stages of CXM Maturity™ maps the strategic evolution from CCM 1.0 to CXM**: from a document-output mindset focused on cost reduction, through relevant communications and journey thinking, to fully orchestrated experience management driving business growth. Each stage represents not just better capability, but a fundamentally different mindset. Most CCM-to-CXM transformation programmes underestimate the gap between stages. Moving from CCM 2.0 to CJM 1.0 is not an upgrade — it is a paradigm shift from "delivering communications" to "orchestrating journeys." Knowing where the enterprise sits is the first step in transforming with intent. **5**strategic stages **2**axes (Growth, Digital) **™**trademarked [Book a Strategic Briefing →](https://meetings.hubspot.com/martin-pack1/aspire-ccs-new-web-site-chat) [Sign in for assessment](https://20070696.hs-sites.com/aspire-navigator?hsLang=en-us) BUSINESS GROWTH DIGITAL MATURITY CCM 1.0Document CCM 2.0Relevant CJM 1.0Mapped CJM 2.0Orchestrated CXMTrue CX Click any stage to explore ↓ CCM 1.0 Document CCM 2.0 Relevant CJM 1.0 Mapped CJM 2.0 Orchestrated CXM True CX **Stage 01** — CCM 1.0 · Document Mindset - Reactive over proactive - Focused on reducing cost and minimising risk - Print-centric communications - Multiple, inconsistent voices to the customer **Stage 02** — CCM 2.0 · Relevant Communications - Focused on relevant, contextual communications - Investing in emerging channels and data analytics - Motivated by the needs of the business - Moving toward mobile-first delivery - Working toward cohesive, single-voice messaging **Stage 03** — CJM 1.0 · Journey Mapped - End-to-end omnichannel touchpoint mapping (customer perspective) - Communications linked to business processes - Simple ROI metrics in place - Journey analytics emerging **Stage 04** — CJM 2.0 · Journey Orchestrated - Fully journey orchestration with advanced metrics - Customer Data Platform (CDP) for data capture and management - True personalisation: one-to-one, not one-to-many - Automated communications driven by dynamic content and channel preference - System integration across multiple data sources - ML/AI, bots, asynchronous messaging integrated **Stage 05** — CXM · True Customer Experience - Focused on growing business through superior CX - Customer-centric approach cohesive throughout the journey - Channel and device agnostic - Aligned business processes (outside-in and inside-out) - Customers involved in service design - Empowered employees with shared customer-focused targets - Voice of Customer integrated into operations How They Connect ## One question. The framework that answers it. Different conversations need different lenses. Click any question to see which framework Aspire CCS analysts reach for first. QUESTION 01 "Where are we on the CCM-to-CXM journey?" Answered by Framework 04 — CXM Maturity QUESTION 02 "How does our CCM operation benchmark against peers?" Answered by Framework 03 — CCM Maturity QUESTION 03 "What does our customer journey actually look like?" Answered by Framework 01 — Omnichannel Wheel QUESTION 04 "How does our member and employee experience share an engine?" Answered by Framework 02 — CCOM The Aspire Stack 04 5 Stages of CXM Maturity 03 CCM Maturity Model 01 Omnichannel Wheel 02 CCOM Frameworks layer top-down: strategic horizon at the top, operational foundation at the bottom. Each measures or powers the one above. What's Your Next Step? ## Whether you're exploring, evaluating, or ready to engage — there's a clear path forward. For Researchers Take the CCM Maturity Assessment Benchmark your organisation across the nine dimensions of the CCM Maturity Model and see where you sit relative to industry peers. [Sign in to start](https://20070696.hs-sites.com/aspire-navigator?hsLang=en-us) For Evaluators Map Your Journey on the Wheel Use the Omnichannel Wheel to identify the strongest and weakest stages of your customer journey and where vendor capability is required. [Open the Wheel](https://20070696.hs-sites.com/omnichannel-wheel?hsLang=en-us) For Decision-Makers Book an Analyst Briefing Speak with an Aspire analyst about how the four frameworks apply to your strategic context, vendor selection, or transformation programme. [Book a Briefing](https://meetings.hubspot.com/martin-pack1/aspire-ccs-new-web-site-chat) 💬 Chat with an Analyst [Request a Briefing ](mailto:marleen.dewildt@aspireccs.com?subject=Aspire%20CCS%20Briefing%20Request) 🧠 Aspire Intelligence AI AI assistant · trained on Aspire research ↻ ✕ ➤ 🧠 Ask Aspire Intelligence ```json { "@context" : "https://schema.org", "@type" : "WebPage", "about" : [ { "@type" : "DefinedTerm", "description" : "Eight-stage CCM and CXM customer journey framework — Discover, Acquire, Onboard, Transact, Service, Inform, Retain, Advocate — anchored on the Decision and Intelligence Core. 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