Ethos DxMI
Strategy
Digital experience index and customer strategy
Strategy, digital and CX leadership
A customer-led index that sets the strategy behind your digital transformation.
Ethos DxMI · Digital Experience Index | KSA, UAE & ME
A customer-led index of your digital experience, benchmarked against competitors, with a strategy to act on, in Saudi Arabia, the UAE and the Middle East.
Ethos DxMI · Digital experience index
Know where your digital experience stands, and what to fix first.
A customer strategy service. DxMI scores your digital experience against your competitors on 1,400+ data points, and turns the gaps into a prioritised plan for your digital transformation.
Book a 20-minute review
Transformation budgets follow technology roadmaps. Customers judge the experience.
Most programmes measure delivery: features shipped, platforms launched. Few measure whether customers find the experience better than the competition, or where to invest next.
1,400+
data points across 11 research streams and 10 dimensions, rolled into one index score.
Ethos DxMI methodology
What DxMI usually reveals
Where digital experience wins and loses customers.
Journeys
The app is rated well, but the key journey takes twice the steps of the leader's.
Ratings hide friction in the journeys customers use most.
Fix the top three journeys before adding features.
Consistency
The website, the app and the branch tell three different stories.
Customers judge the whole experience, not one channel.
Set one standard across channels.
Trust
Customers like the offer, but hesitate at sign-up.
Security, clarity and fees decide whether they finish.
Rewrite the moments where customers commit.
Service
Self-service stops at the first problem.
When digital help runs out, customers call, and cost goes up.
Extend self-service to the top reasons people call.
Personalisation
Every customer sees the same home screen.
Leaders use what they know about each customer; most brands still don't.
Start with three moments that change by customer.
Benchmark
You lead your sector on features but trail on ease of use.
Strengths and gaps only show when you compare like for like.
Invest where the gap to the leader is widest.
Example findings, written to show the format. Every DxMI study scores your own brand and competitors.
What you get.
Index
DxMI score
One index score for your digital experience, and a score for each of the 10 dimensions.
Per study
Benchmark
Competitor benchmark
Your score against the competitors you choose, dimension by dimension.
Per study
Journeys
Journey review
Your key customer journeys tested step by step, with friction points marked.
Per study
Voice
Customer research
What customers say about your experience, from research and reviews.
Per study
Strategy
Customer strategy
Priorities, quick wins and a roadmap tied to the gaps that matter most.
Per study
Tracking
Progress re-score
A re-score that shows what improved and where the gap remains.
Every 6 or 12 months
From benchmark to strategy, in four steps.
Scope
Agree the brand, competitors, journeys and markets in the study.
Research
Run the 11 research streams, from journey testing to customer research and reviews.
Score
Score 1,400+ data points across 10 dimensions into one index.
Plan
Turn the gaps into priorities, a roadmap and the KPIs to track.
What you'll know.
Where you stand
Your index score against the market and named competitors.
Biggest gaps
The dimensions and journeys where you lose most to the leader.
What to fix first
Priorities ranked by customer impact and effort.
Progress
The change in your score at each re-score.
One score, ten dimensions, one plan.
You get a scorecard that shows where you stand against your competitors on each dimension, and a roadmap that tells your teams what to fix first.
Start with a benchmark. Build the strategy on it.
DxMI Snapshot
For a first read on where you stand.
Index score and 10 dimension scores Benchmark against 3 competitors Top gaps and quick wins
One-off project
DxMI Study
For teams planning their transformation.
Full 11-stream study Benchmark against up to 5 competitors Journey review Customer strategy and roadmap
One-off project
DxMI Programme
For organisations tracking progress over time.
Everything in DxMI Study Re-score every 6 or 12 months Quarterly progress review with leadership
Annual programme
The brand, products and journeys in scope The competitors you want to compare against A strategy or digital contact Twenty minutes to agree the scope
What we measure
Websites and apps Key customer journeys Service and support channels Customer reviews and research
banking, insurance, healthcare, government, telco, automotive-mobility, ecommerce, electronics, food-beverage, restaurants-qsr
DxMI 2026: a benchmark of digital experience in Saudi banking.
The same index, applied across the Kingdom's banks.
Is DxMI only for banks? No. The index works in any sector with a digital customer experience. Our 2026 study covered Saudi banks. Is this an audit? It starts with one, but the output is a customer strategy: what to fix first, and why. Do you need access to our systems? No. DxMI measures the experience as customers see it. Internal data can be added if you want it. Which competitors can we compare against? Any you choose, in your market or beyond it. How does DxMI connect to the other solutions? DxMI sets the priorities. Engage, Visible, Signal and Pulse can deliver and track parts of the plan.
See where you stand.
Name your competitors, and we'll show you how DxMI would score the experience.
engage, visible
