LATEST INTELLIGENCE
WHY YOU SHOULD CARE ABOUT THE IT
CUSTOMER EXPERIENCE . . . AND WHAT
YOU CAN DO ABOUT IT
I
n 2015, the quality of the Customer
Experience (CX) became the number
one focus for business and technology
leaders, according to Forrester Research.
97% of execs say delivering a great customer
experience is critical to their business. Yet only
80% of CEOs believe they offer a superior
customer experience and only 8% of their
customers agree. Organisations have realised
that in the ‘Age of the Customer’ – where
customers have the power to switch brands
with ease – customer experience is the battle
ground where business is most frequently
won and lost.
Data from customers proves this to
be true: a full 89% of customers have
switched to a competitor because of a
poor customer experience.
The same behaviour is impacting the
corporate IT department. When IT’s
customers don’t get what they want,
they seek outside sources for solutions to
business challenges. The cloud technology
explosion and the easy availability
of powerful consumer technologies
are empowering business technology
customers to select and buy solutions
without the involvement of the corporate
IT department.
The irony is that as technology becomes
an increasingly vital part of the customer
experience and corporate IT is becoming less
involved in creating that experience.
The IT department’s inability to provide
a high-quality experience for end-users
within the organisation means business
leaders are unlikely to trust IT with building
and managing the customer experience
– pushing an increasing portion of total
technology spend into the hands of the
Chief Marketing Officer, Chief Digital Officer
and Chief Customer Officer. n
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