The techologist in me (still) loves getting the monthly Web server report from Netcraft.com. Astounding statistics like the number of registered public Web sites (998 million in August, up from 23,000 in 1995) and active Web sites (179 million) put into the context of history shows simply and directly just how deeply the Internet has penetrated our lives over the last 19 years.
Forrester’s Customer Experience Index (CXi) research reveals a shocking business result: Over five years, CXi leaders outperformed the S&P with 43% stock growth, while CXi laggards had negative returns of -34%. (See this Forrester report to learn about our new customer experience index.)
As a result, firms are in an arms race to mobilize their services, deliver new digital capabilities, and delight customers on every step of their journey. eBusiness, marketing, and customer experience teams are eagerly adopting new software to deliver these digital experiences. At times, they chose a conscious uncoupling from the CIO’s team in order to move quickly and stay ahead of customers’ expectations.
Unfortunately, the mismatch of customer-facing teams scrambling to build new digital services while CIOs and their teams hunker down to cut cost and risk has caused a disconnect on the role of technology management in delivering great experiences. In a new Forrester report, Closing The Experience Gaps, my colleague John C. McCarthy and I interviewed more than 35 companies and analyzed survey results from 3,502 US consumers, we uncovered this misalignment and identified the four experience gaps that result (see Figure 1).
Figure 1 Experience Delivery Requires A New Architecture And Philosophy