TRENDING

only a limited number of digital channels are used 2 . Aligned in which content is created to target the needs of the main customer groupings but there is still no personalization 3 . Optimized when customer experience management is seen as a high priority and there has been a shift from gut-level to datadriven decision making 4 . Nurtured where the customer base has been segmented for personalization and a culture of experimentation is highly supported 5 . Individualised which is the optimal category where every customer interaction is personalized and automated .

Overall , the average DX Maturity Score for interviewed organizations was 2 , putting them in the ‘ aligned ’ category . Of those included in the report , 6 % of organizations

Peter Belton , VP Sales Australia and New Zealand , Sitecore

“ These results are interesting as they show that , while significant progress has been made , Australian businesses still have much work ahead of them to truly personalise their customer experiences ,” said Peter Belton , VP Sales Australia and New Zealand , Sitecore .

“ In most cases , this work will include the adoption of automation and Machine Learning as part of the marketing technology stack . While it ’ s not possible to manually personalise communications when you have large numbers of customers , putting technology into the mix can ensure this is achieved .”

Eric Orton , Executive Technology Director AKQA , ANZ , said : “ It ’ s fantastic that so many companies are working to align their digital experiences around their customer needs . 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 .” •

ABOUT ECOSYSTM , SITECORE AND AKQA DXMM STUDY 2020 are in the ‘ established ’ category , 26 % in ‘ aligned ’, 43 % in ‘ optimized ’, 21 % in ‘ nurtured ’ and just 3 % in ‘ individualised ’.

Of the Australian organizations included in the report , 78 % reached the level of ‘ optimized ’ while 44 % were in the ‘ nurtured ’ category and 15 % in ‘ individualised ’. This compares with 79 %, 47 % and 19 % in the overall surveyed group .

Regionally , across industry groups , the study found wide variations . Banking , financial services and insurance ( BFSI ) providers demonstrate the highest level of maturity with 36 % of respondents achieving 4s and 5s ( Nurtured and Individualised ) on the DXMM scale , followed by retail ( 29 %), an industry that needed to quickly reinvent to keep up with changing consumption habits .

Of the industries , manufacturers and governments have been slower to adopt digital technologies to offer personalized experiences , and have their work cut out for them , with only 21 % and 12 % of

Sitecore and AKQA commissioned Ecosystm to survey 600 organizations across Asia Pacific to measure their present levels of digital experience maturity , and also understand the other challenges they face in providing great customer experiences . A total of 100 medium and large enterprises , and government agencies were interviewed from each of the six countries – Singapore , Malaysia , Indonesia , Thailand , New Zealand and Australia . Fieldwork for the survey was conducted in September 2020 .

26 INTELLIGENTCIO www . intelligentcio . com