TRENDING
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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 .
Of the Australian companies interviewed for the report , 20 % said they would put the most emphasis on SMS and email ( EDM ) customer communications during the coming 12 months . This compares with 15 % of all survey respondents across the countries surveyed , including Indonesia , Malaysia , New Zealand , Singapore and Thailand .
This was followed by call centers ( 15 % in Australia , 8 % overall ) and websites ( 13 % in Australia , 17 % overall ). Just 14 % said they would be emphasizing in-person communication with customers in an office , retail outlet or service center compared with 8 % overall .
The report advises that companies looking to improve the maturity of the overall digital experience being offered to customers should focus on five key capabilities . These are :
1 . Executive leadership : Senior managers need to be behind a Digital Transformation
Tim Sheedy , Ecosystm Principal Advisor
strategy and the experiences to be offered . They should build a business capable of designing , creating and improving these experiences . 2 . Motivation : While digital experiences take humans out of processes , humans still design , build and manage them . An organization needs to create processes and teams to support the continuous improvement of digital experiences . 3 . Deploy a marketing technology stack : Begin with a Digital Experience Platform ( DXP ) and then integrate that platform and data across all marketing and customer experience systems and platforms . The automation and personalization of all customer interactions should be the end goal . 4 . Make data-driven decisions : Start by analyzing the data that is readily accessible in your DXP . Then move on to unifying data across all touchpoints in both the digital and physical worlds . 5 . Make experiences personal : Optimized experiences are efficient , but personal experiences are ones that drive loyalty and trust . Build an ability to personalise experiences for customers based on their needs and desires .
“ Organizations that succeed in mastering these capabilities will be best positioned to deliver the most mature digital experiences for all their customers ,” said Sheedy . “ They will be able to personalise every interaction and achieve consistent omni-channel experiences .”
The DX Maturity Model
To allow comparison of the progress made by each of the organizations interviewed for the report , the results were entered into a Digital Experience Maturity Model . Developed by Sitecore , the model gives organizations one of five scores :
1 . Established where there is no personalization of communication and
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