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Posted by Manish Bahl on November 18, 2013
Digitally empowered customers are forcing firms to redefine their engagement model to survive in the age of the customer. Data from Forrester’s Forrsights Budgets And Priorities Survey, Q4 2013, indicates that Indian CIOs’ top business priority is to address the rising expectations of customers and improve customer satisfaction; 87% of them told us that it is a high or critical priority.
Indian business leaders’ attitudes are changing; increasingly, they view IT as a means to better engage digitally enabled constituents, and this is fueling a fundamental shift in the way firms interact with customers. Business leaders expect their CIOs to contribute to business growth by winning and retaining customers. But targeting the customer experience requires IT organizations to radically shift focus. CIOs must alter governance processes, job descriptions, IT performance metrics, and even the culture of the technology management organization.
Forrester recently published Technology Management In The Age Of The Customer, which highlights how empowered customers are disrupting every industry and CIOs need to adapt tech management to these rapid changes. To meet this objective, CIOs must broaden their tech management priorities and carry two agendas:
What It Means For CIOs
CIOs must come up with a game plan:
Digitally empowered customers mean that a focus on the customer now matters more than any other strategic imperative. CIOs have a great opportunity to digitally disrupt their markets by applying technology to deliver targeted customer value faster, better, and cheaper. By building a BT agenda alongside the IT tech management agenda, CIOs will become truly customer-obsessed business leaders. CIOs who fail to make this transition will lose credibility within their organization: Marketing and business execs will build their own BT teams to acquire and retain digitally empowered customers, leaving CIOs behind.
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