Understanding the importance of elevating customer experience with personalization and a robust data platform, our client—one of the leading aviation companies in Southeast Asia—aimed to revamp their website. However, our client faced various challenges: complex digital marketing operations, increased operational costs with limited personalization for end users. Thus, FPT Software conducted Digital Customer Experience Maturity Assessment (DCXMA) to help our client identify their digital experience maturity before devising strategies to elevate their digital experience.