ActionPoint’s Digital Maturity Assessment is an online, self-assessment tool that allows organisations to determine how far along they are in their Digital Transformation journey. Our Digital Maturity Assessment model has been developed by our experience over the course of 16 years, where we’ve helped over 500 companies undertake their own Digital Transformation. We understand the challenges and opportunities, and what it means to be a digital-first company.


There are five levels along the Digital Maturity journey. These range from Pre-Digital, where organisations have little or no digital experience, to Digitally Strategic, where technology is ingrained into every aspect of the organisation. Once you’ve undertaken our Digital Maturity Assessment, you can better your organisation’s current capabilities and what steps are needed to improve your standing.


In this blog post, we will take a closer look at what it means to be Digitally Reactive.


Digital Maturity Level – Digitally Reactive

Digital Maturity Graphic

When you complete your Digital Maturity Assessment, you are given a Digital Maturity Score out of 100. An overall score of 21-40, places you in the category of ‘Digitally Reactive’.

A level up from ‘Pre-Digital’, Digitally Reactive implies that your organisation has taken certain steps to integrate digital tools and technologies in order to stay competitive. However, there is no underlying plan in place to significantly advance digital capabilities. This leads to higher costs of retaining customers, higher employee turnover and lower productivity than could otherwise be achieved with a more purposeful approach to digitalisation.

Digitally Reactive – Where You Stand and Tips for Improvement

Digitally Reactive

Our Digital Maturity Assessment analyses your digital development and digital integration across  six key dimensions. Below is what a Digitally Reactive organisation looks like under each one. We’ve also provided tips on what a Digitally Reactive organisation might do to improve its score.

Digital Strategy: Decisions regarding digital strategy are made on a purely ad-hoc, reactive basis. While there are some IT priorities, there is no clearly defined path to success. To improve overall digital strategy, ActionPoint advocates placing the end-user at the centre of your strategy. In order to evolve, organisations at the Digitally Reactive stage might consider Journey Mapping. This process helps to gain a better understanding of every significant touchpoint your customer has with the organisation. The organisation can then start to make proactive improvements.

Data Intelligence: A step ahead of Pre-Digital, there are some systems in place to house the data coming from your consumers. However, it’s value is not yet acknowledged or being uitilsied in a way that’s best for the organisation. Analysing this data will help you to determine trends in your consumer’s wants and need needs. Understanding this data will also help you to form the basis of your digital strategy.

Digital Capability: A Digitally Reactive organisation understands the importance of building digital capabilities. However, it is yet to back up that understanding with sustained daily activity and only does the minimum required for day-to-day task execution. To improve capabilities, ActionPoint encourages these organisations to invest in reskilling and upskilling programs and start thinking of themselves as a technology business.

Processes:  While a Pre-Digital organisation has no awareness of what tasks and processes are repeated each day, a Digitally Reactive has a better understanding but is yet to document or officially recognise them. These processes are not being viewed as something that could be automated. The first steps to improvement would be to discuss what tasks could be digitised. Involve all stakeholders in this process.

Customer Experience: A Digitally Reactive organisation is not just firefighting but actively developing a strategy to reduce customer complaints. A simple way to improve customer experience is to become more proactive about getting customer feedback. Every interaction with a customer thus becomes a chance to learn and improve.

Risk & Compliance: Some policies and procedures are in place. However, in order to become a safer, more secure company, a Digitally Reactive organisation should consider engaging with an IT security partner.


Complete Your Digital Maturity Assessment

If you haven’t already done so, we suggest taking ActionPoint’s Digital Maturity Self- Assessment today. This will allow you to better understand your current situation and what steps are needed to advance your capabilities. The process is simple, straightforward and completely free. Our questionnaire shouldn’t take more than five minutes to complete.

Alternatively, if you have already completed the assessment and are ready to continue your Digital Transformation journey, we are here to help. Contact us today for more information by emailing


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Contact us today and we can begin discussing your needs. We can quickly provide you with a sense of our approach, estimated costs and a top-level timeframe.

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