As organizations continue their journey in the Age of the Customer, business technology leaders have a challenge ahead of them. As my colleague Harley Manning wrote in his blog earlier this week, "The quality of customer interactions with your brand results from a complex system of interdependent people, processes, policies, and technology that we call the ‘customer experience ecosystem.’"
Technology leaders have the responsibility to work with marketing and business colleagues to ensure that technology enables the business, and to align technology priorities with customer experience-related business goals. They need to understand the right organizational structures, the right blend of technologies (forget about a single “customer Experience Management” suite – it just doesn’t exist), and when to bring in outside help.
I sat down with Harley, a Vice President and Research Director on our Customer Experience team, to discuss the role of business technology professionals in a company’s customer experience strategy. You can hear our podcast in its entirety below (Episode 1), or choose a topic-sized cuts (Episodes 2, 3, and 4).
The Age of the Customer is upon us and as a result, market leading strategies for mobile, big data, and customer experience are now required to satisfy an increasingly demanding client base.
Traditionally, IT organizations have existed to support internal operations but in today’s landscape, the technology leaders at the head of these organizations must play a key role when it comes to delivering solutions that support better external customer experiences. However, our research shows that most companies lack the sound technology strategies needed to effectively support the initiatives laid out by their peers in marketing and other lines of business.
With business partners in need of help, it’s up to technology leaders to help identify and deliver solutions that will give their companies the competitive edge in the Age of the Customer. This fall, Forrester will host a Forum for Application Development & Delivery Professionals that will focus specifically on the top technologies, skills and practices you will need to take a leadership role in the development of world-class customer experiences at your company.
The forum will address :
How to build new design competencies, architectures, and teams focused on the customer experience, and why it’s an opportunity as well as an obligation.
Why big data and analytics are key to supporting customer experience technology solutions, including predictive applications.
How to prepare for the mobile revolution by designing and delivering world-class, contextual solutions.