At the heart of these enhanced customer experiences is the dynamic combination of mobile devices and cloud computing. It is clear that the pace of change is stressing the capability and indeed budget of many IT organisations. Someone recently pointed me at some excellent Forrester material on this challenge. They use the term “Business Technology” and argue that successful CIOs need to lead their organisations from traditional style operating models to managing business technology outcomes and not IT assets. Given a deal of this useful information is behind the Forrester paywall this Computer Weekly article is an excellent articulation of their argument, “Forrester – Manage Business Technology Outcomes Not IT Assets“. At the same time I also recently came across an excellent article entitled 5 Metrics for Digital Success by Aaron Rudger. I particularly liked his suggested five key metrics for the digital age: responsiveness, latency, third party app impact, load testing metrics and finally competitor benchmarking. I will not do justice to the article here but it is well worth a read.
Regardless of what you measure the challenges and the opportunities for IT teams is going to continue to evolve at pace. A common message from analyst articles is that over the next five years the combination of the Internet of Things, pervasive cloud computing and big data will enable organizations to offer services which are able to learn and evolve, are contextually aware and able to react in real time to change. So your strategy needs to ensure that the design is user-centric, that it provides for a high degree of personalisation and contextualisation and that you are able to rapid iterate to innovate.
Customer experience is fundamentally about the quality of the interaction between the consumer and the company offering the service. The intent is to build a relationship of trust and value with the consumer so they are both a repeat buyer but more important an advocate for you. There is as deal of research you can find that explores what transforms a buyer into a brand advocate. The quality of the product or service is clearly key but is it sufficient? Are there other factors being assessed by your customers when they decide whether to post that glowing review on your service? I would argue that there are a range of criteria explicitly and implicitly being assessed every time someone experiences your service. It would seem to me that the value judgements being made are becoming more sophisticated and perhaps based on some interesting research I recently read far more holistic that we might expect?
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Also by David Smith
David Smith is vastly experienced in evolving, communicating & delivering technology enablement. Roles as CIO, CTO, Chief Innovation & Technology Officer and Chief Security Officer at companies such as Fujitsu, PA Consulting and TMP, David views technology through a business value lens, connecting it to current market trends, challenges and opportunities.