Singapore – Only 10% of businesses in India, Singapore, ANZ, and North America have achieved the most advanced stage of becoming experience-orchestrated (X-O) enterprises, according to an IDC InfoBrief commissioned by Affinidi.
The report reveals that 58% of surveyed businesses aim to stand out by prioritising hyper-personalised products and services, surpassing traditional personalisation to meet real-time customer needs and enhance proactive experiences.
IDC predicts that Asian companies will prioritise personalisation to address rising competition, with 30% undergoing structural and technological changes by 2027 to focus on value outcomes and drive loyalty.
However, despite growing emphasis on leveraging customer data to enhance experiences, the report showed that only 33% of businesses can anticipate customer needs and deliver value-driven personalisation.
The gap stems largely from data collection challenges, cited by 56% of businesses amid rising cyberattacks and breaches. Customers, increasingly cautious, share data only with companies that have earned their trust.
Despite data protection regulations like GDPR in Europe, India’s DPDP Bill, and Singapore’s PDPA, 59% of businesses report ongoing customer security concerns during registration.
The report highlights that to stay competitive, businesses must become experience-orchestrated (X-O), leveraging data to integrate processes, applications, and channels for meaningful value exchange.
To become an X-O business, the report noted that companies must be transparent in data collection to build trust and ensure seamless data sharing through integrated systems. This transformation relies on key pillars: creating connections across systems and processes with a unified customer view; fostering an AI-driven culture focused on outcomes; interpreting data in context while maintaining trust; and actively engaging stakeholders by leveraging insights from integrated data.
The AI-driven era has heightened customer expectations, with the survey revealing that adapting to evolving demands is the biggest challenge for businesses in delivering value. To stay competitive, companies must embrace X-O practices to stay ahead.
Recognising this, however, only 10% of businesses across India, Singapore, ANZ, and North America have reached advanced X-O maturity, hindered by fragmented customer data. A unified customer view is essential to unlock the full value of scattered data and drive meaningful engagement.
According to the report, key challenges in achieving a unified customer view include fragmented data across systems, complexities from evolving privacy laws, and scalability issues. Limited trust and real-time data gaps further hinder personalised experiences and secure data management.
To overcome these challenges and become X-O businesses, Affinidi and IDC recommend adopting holistic identity management solutions. These provide a secure, privacy-first approach to data collection and management, including identity verification, seamless onboarding, secure communication, and consent management.
“Turning X-O will be pivotal for businesses to stay competitive in today’s digital landscape. It is no longer about just acquiring data but also knowing how best to utilise it to cater to customers’ needs and preferences. HI provides the scalability and flexibility businesses need to meet growing personalisation demands while ensuring their customers feel secure, valued, and in control of their personal information—fostering long-term customer loyalty and reducing data-related risks,” said Glenn Gore, CEO of Affinidi.
