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Posted by Anjali Yakkundi on September 20, 2013
Many have interpreted the customer experience imperative to mean that IT is dead and marketers are the future. We reject this. IT is far from dead. After all, what’s the point of great design and marketing strategy if you can’t deliver the right experience to the right customer based on factors such as location, device of choice, and place in the customer journey? Now more than ever, application development and delivery (AD&D) is vital to actually deliver experiences to customers, and the majority of organizations we interviewed agreed with this.
This means that AD&D pros need to sit at the forefront of business strategies around customer engagement by, among other things, empowering business and marketing professionals with the right applications and mastering analytics for better insights and experiences. Most firms we speak with aren’t organized to support this imperative. In preparation for our forum on Driving Customer Experience With Smart Technology Solutions, my colleague John Rymer and I are updating our digital organization research. So far, some of the things we’ve learned are:
We’ll discuss these issues and much more at our upcoming fall forum, where we’ll release a report detailing our findings on how firms are moving to support digital experience delivery. In the meantime, we’d love to hear your comments below.
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