The rapid migration to digital technologies driven by the pandemic has done little for digital experience maturity in the ASEAN region, according to a new report by Sitecore, Ecosystm, and AKQA.
To understand the digital experience maturity levels of businesses in the region, Ecosystm conducted a study across Asia Pacific with 600 businesses, including the 400 businesses in ASEAN (Singapore, Malaysia, Indonesia, and Thailand) using Sitecore’s Digital Experience Maturity Model assessment.
“Organisations in the region are at different stages of digital maturity and it’s crucial to provide them with a benchmark industry-standard as well as best practices,” said Tim Sheedy, Principal Advisor, Ecosystm. “We hope that by sharing the right data and actionable insights, businesses are able to carve out a roadmap to increase their own digital experience maturity.”
The DXMM assessed organizations’ current capabilities on a five-stage digital index – ranging from organizations that are at the beginning of their digital experience journeys to those that set the benchmark that other businesses aim to achieve.
The findings illustrate digital adoption efforts in the region with many bright spots, including more investments in building experiences that are not only easy and effective but also memorable to earn the loyalty of customers.
“Southeast Asia will be home to 310 million digital consumers by the end of this year, and their readiness to use technology presents tremendous opportunities for businesses,” said Nick Boyle, Vice President, Asia, Sitecore. “We created the DXMM assessment for organizations to not only understand their own digital maturity levels but also to benchmark themselves against their competitors and adequately prepare for emerging trends and potential disruptions.”
Businesses also show a greater propensity to invest in data-driven decision-making, optimization, and marketing technology to improve their DX maturity levels.
Of the factors contributing to digital maturity, businesses in the region are strongest in driving robust executive vision and organizational strategy; and in their people and process strategies. However, these efforts are often slowed down by gaps in their marketing technology stack. Only 56% of businesses have integrated their marketing technology stack, and just 50% supporting their martech stack with sophisticated optimization—there is an opportunity to do more.
“As the report identifies, companies need to align their digital experiences around their customer needs,” said Eric Orton, Executive Technology Director AKQA, ANZ. “Companies who do this well are going further to recognize that customers don’t segment their view of the business by channel, so when considering customer journeys, it’s important to look at the full picture of how your customers are engaging with your business beyond just digital touchpoints. It’s also not a once and done exercise. Strong experience-focused businesses continue to learn and evolve their views of the customer journey as they strive to remove pain points across touchpoints and better engage their customers.”
For further data insights and best practices, please refer to the full report here.
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