According to a new study, produced by Sitecore, Ecosystm, and AKQA, the rapid migration to digital technologies led by the pandemic has done little for digital experience (DX) maturity in the ASEAN region. Although there are many bright spots for digital adoption efforts in the area, including more investment in creating experiences that are not only simple and productive but also memorable to win consumer loyalty. Plus, these efforts are also slowed down by gaps in their marketing technology stack.
Nevertheless, companies show a greater tendency to invest in data-driven technology (martech) decision-making, optimization, and marketing to boost their DX maturity levels. Businesses in the area are the strongest of the factors leading to digital maturity in driving robust executive vision and organizational strategy, and in their people and process strategies.
Businesses across the Asia Pacific should focus on five capabilities to improve their overall digital experience maturity.
- Executives should drive the vision
Your senior executives must be behind the digital transformation and the experiences that you deliver. They should create a company that is able to plan, create, and improve these experiences.
- Motivate people and improve processes
While digital experiences eliminate humans from processes, they are still programmed, constructed, and operated by humans. To promote the continuous enhancement of digital interactions, companies need to build processes and teams.
- Deploy a modern marketing technology stack
Begin with a Digital Experience Platform (DXP) and then incorporate the platform and knowledge across all frameworks and channels for marketing and customer experience. Both digital and customer service teams can target the automation and personalization of entire customer processes using machine learning.
- Drive better decisions from all available data
Start by evaluating the data in your DXP that is readily available. Then move on to unifying knowledge through both digital and physical world touchpoints. And finally, external data sets that add value and perspective complement internal data.
- Optimize experiences
A personal experience is exactly that, one that fits the individual. Optimized experiences are successful, but ones that drive loyalty and trust are personal experiences. Optimized experiences are successful, but ones that drive loyalty and trust are personal experiences.
Ecosystm conducted a study across the Asia Pacific with 600 companies to understand the digital experience maturity levels of companies in the country, including the 400 companies in ASEAN (Singapore, Malaysia, Indonesia, and Thailand) using the Digital Experience Maturity Model (DXMM) evaluation from Sitecore. The DXMM measured the existing capabilities of organizations on a five-stage digital index-ranging from organizations that are at the beginning of their journeys to digital experience to those that set the benchmark to be reached by other corporations.
Organizations need to revisit their plan for digital transformation by providing modern and enhanced digital experiences. In the New Normal Report, Ecosystm’s Digital Priorities recognized that 13 percent of companies across ASEAN and ANZ were pressured to begin their digital transformation.
Ecosystm’s key advisor, Tim Sheedy, added that organizations in the area are at various stages of digital maturity, and it is necessary to provide them with both a benchmark industry standard and best practices. “We hope that by sharing the right data and actionable insights, businesses are able to carve out a roadmap to increase their digital experience maturity,” said Sheedy.
