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Posted by Sanchit Gogia on March 1, 2012
Consumers across Asia Pacific are using multiple touchpoints to obtain and share information and purchase products and services. Organizations — both public and private — are struggling to support and enhance these new customer experiences across rapidly evolving channels like application marketplaces and mobile devices that are increasingly contributing to revenue growth.
What it means for the CIO’s office: Over the next two to three years, successful CIOs will support the need to transform customer engagement into an approach that supports organizational outcomes while at the same time establishes ongoing and consistent dialogue with the customer using both traditional and non-traditional touchpoints. Social technologies play a critical role in this transformation process and allow organizations to establish a more personal connection with customers. To facilitate a consistent experience across touchpoints, IT organizations will integrate both horizontal and industry-specific applications that hold customer data with newer, typically cloud-based social technologies. Many mature organizations already leverage integration approaches using SOA (service-oriented architecture), BPM (business process management) and ESB (enterprise service bus), among others.
What it means for vendors: While many vendors have struggled in the past to monetize their social tools and mobility solutions, Forrester believes this is set to change in 2012. Leading organizations — particularly in emerging economies — are either planning or already implementing these tools in some form or another, and proactive vendors will reach out to organizations to handhold them. The challenge for many IT vendors will be in selling to a non-IT audience — while the CIO and her organization will be an important support function, they will not be the ultimate purchasers of such a solution or capability.