The impetus for digital transformation has been widely accepted across all industries in the region, with few believing their business do not need to transform. However, those that had begun their transformation journey years before were finding their progress had stalled after having picked the easiest, low-hanging fruits, said Dane Anderson, Forrester's Asia-Pacific vice president, research director, and region manager. Customer expectations also were rising faster than organisations were able to change, causing customer experience scores to plateau in most industries, the analyst noted. "A primary culprit is the 'frozen middle' within large organisations resisting change and moving too slowly," Anderson said, adding that companies leading the way were starting to invest in "employee experience" as a tool to "unfreeze the stubborn middle" in order to unlock more returns from their digital transformation.