In our previous article, we introduced the term Digital Maturity – a company’s level of sophistication in measuring and delivering customer experiences across its digital touchpoints – and why it’s important for brands in order to deliver the best omnichannel customer experience.
The first step for organisation’s is to understand, measure and benchmark where they are currently in terms of Maturity. The XPON Digital Maturity Framework is designed to do this; identifying where on a 4-phase scale an organisation is sitting, and key areas where improvements to their digital experience can be made.
In this series of posts, we’ll go through each of the stages in detail – the first of which is Limited.
What does it mean if an organisation’s Maturity is at the ʻLimited’ stage?
29% of businesses fall into the ‘Limited’ stage.
Typically organisations at the Limited digital maturity stage are somewhat digitally undeveloped. Collaboration between teams and systems has not yet been established, which prohibits them from delivering an end-to-end digital experience that serves the modern customer and their expectations.
A reliance on external data for campaign-based initiatives also leaves them unprepared for the imminent deprecation of 3rd party cookies, and the move to a 1st party data landscape. Limited organisations are vulnerable at a time when data privacy is top-of-mind, and even the most experienced marketers are dealing with constant regulation changes.
Help! We’re ‘Limited’, what should we do?
Firstly, don’t worry – you’ve taken the first step to identify your digital maturity and set a benchmark to work from. The beauty of being Limited is that there is ample opportunity for improvement, and for your organisation to realise value quickly from digital maturity initiatives.
Some of these actions might include:
- Engaging key stakeholders and buy-in from senior management to start to develop a roadmap for your digital transformation
- Audit your current data, and focus on data quality by working to remove silos across teams
- In recognition of the impending deprecation of 3rd party data, start to build a 1st party data strategy; identifying what data is needed, and how it will be collected, managed and activated
- Identify capability gaps and look to fill these, or enlist the help of strategic partners with deep expertise
Now that we’ve given you an introduction to the Limited stage of Maturity, keep an eye out for the next instalment in the series, where we look at what it means to be ‘Reactive’.
Want to see where your organisation sits?
XPON’s Digital Maturity Survey delivers insights into your organisation’s capability across marketing and CX measurement, audience activation, and digital experience strategies.
Once completed, you’ll receive a personalised copy of your Digital Maturity Report which will benchmark your organisation compared to your peers.
Download the 2023 report.
XPON’s 2023 Digital Maturity Insights Report reveals the latest trends, challenges, and opportunities extracted from surveying over 100 marketing, technology, and digital leaders across Australia and New Zealand.
Download the Insights Report to learn how similar businesses are performing and the key trends and challenges impacting their digital maturity.