Over Half of ASEAN Biz Suffer DXP Immaturity

Image credit: iStockphoto/Moussa81

Accelerated digitalization brought about by the pandemic does not mean companies are digitally mature. A new report by Sitecore, Ecosystm, and AKQA argued that the ASEAN region saw very little change in the digital experience (DXP) maturity.  

The Asia Pacific study examined 600 businesses, including the 400 companies in ASEAN (Singapore, Malaysia, Indonesia, and Thailand) using Sitecore’s Digital Experience Maturity Model (DXMM) assessment. The DXMM assessed the companies’ current capabilities on a five-stage digital index — ranging from companies at the beginning of their digital experience journeys to those that set the benchmark that other businesses aim to achieve.

“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. 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,” said Nick Boyle, vice president for Asia at Sitecore.

“Organizations 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. We hope that by sharing the right data and actionable insights, businesses can carve out a roadmap to increase their own digital experience maturity,” added Tim Sheedy, principal advisor at Ecosystm.

The findings illustrate digital adoption efforts in the region with many bright spots, including more investments in building experiences that are easy and effective, and memorable to earn customers’ loyalty. Businesses also show a greater propensity to invest in data-driven decision-making, optimization, and marketing technology (martech) to improve their DX maturity levels.

Of the factors contributing to digital maturity, businesses in the region are most substantial 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% are supporting their martech stack with sophisticated optimization.

“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,” said Eric Orton, Executive Technology Director AKQA, ANZ.

Image credit: iStockphoto/Moussa81