The CIO holds the keys to 'outside-in' play

Customer experience and thinking around the ‘customer journey’ may have traditionally been the purview of the marketing team but it's time the CIO stepped up to the plate.

It is no secret that customer expectations have changed dramatically. We now live in a customer-centric world, which demands 24/7 access to brands, and a fast and consistent level of service across a multitude of channels – both online and offline. At the same time, customers’ ability to express their dissatisfaction has exploded with the advent of social media and commercial review models. This means that now more than ever enterprises need to think and operate in an ‘outside-in’ model to succeed and stay competitive in the marketplace.

Being able to provide an engaging, satisfying and consistent experience across the entire customer journey, no matter the channel or time, has become critical to an organisations success.

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