Are Companies Prioritizing Digital Experiences?

Progress recently commissioned the U.K.-based Insight Avenue to survey 900 business leaders, including web development and application development leaders, to assess the state of digital experience and where digital experience fell in line with their top priorities.

Surprisingly, nearly half of the companies not only prioritized, but are expecting to accelerate their digital experience (DX) delivery within the next 12 months. These are organizations that understand the value of digital experience and the need to prioritize the delivery. On the flip side, 32% are saying it’s fine to roll out these strategies in the next one-to-two years.

I think that's going to be a little bit rough for them in the end, especially with the current coronavirus environment.

Download: Digital Experience Survey Ebook

Levels of DX—Maturity Model

Out of the survey information (Click here to download our digital experience survey infographic.), we have identified similarities of companies who have invested heavily in their digital experience strategy, and those who have just begun the journey. This model helps identify where your company is in relation to others and the next steps to take to enhance your digital engagement and improve the overall results of your business.

• Basic (9%): This is a more basic digital experience (9% of businesses surveyed) meaning these companies have connected their website to a customer relationship management system (CRM) and/or an enterprise resource planning system (ERP). These data repository systems store information about your customer engagement efforts (CRM) or access to inventory, sales and marketing information, etc. (ERP). These connections transmit data traveling back and forth from the website to the systems. Companies in this tier are starting to experiment with digital experience a little bit. They’re using their website to connect their customers to additional information not traditionally stored on the web.
• Improving (25%): About a quarter of the companies fall into this category, and this is where digital experience and application development start converging on strategy. In this tier, companies understand the key role digital experiences and application development's vision and strategy provides with a commitment to improve digital culture and processes internally. They have initiated some plans to coordinate efforts on a single goal. However, it’s primarily being led by one organization.
• Advanced (42%): Multiple organizations in a company are involved in planning and socialization of a digital experience strategy. However, the groups are still siloed, disconnected, and disparate. These groups are very excited about what digital experience provides their end users (customers, partners, employees), but they don't necessarily understand how digital experience strategies can affect the company as a whole. This is predominantly where most companies fall within this maturity model level.
• Innovative (24%): Positioned and geared up to rise to the challenge and redefine what it means digitally engage with all end users. At this level, executives have unified directives to align their organizations to a comprehensive digital experience strategy throughout their business. Within these companies, everything is operating according to the plan and each of the individual organizations understands what they need to do and how they contribute to digital experiences.

Maturity models are helpful for companies to establish a benchmark and assess their next steps. As digital experience continues to drive differentiation and attract customers, companies must prioritize their strategies to incorporate digital as a primary engagement model.

Where does your organization fall? You can dive deeper into our survey by downloading the full results.

Download: Full Digital Experience Survey Results