Back in 2016, Gartner has predicted that CMOs would have outspent CIOs on technology. The findings suggested that Marketing Technology, once a relatively specialized and narrow adjunct to enterprise IT, is now gathering investment nearly equivalent to the core systems which run the business.
Customer behaviors and preferences have changed, and buying journeys are getting increasingly self-directed and digitally run. CMOs, along with Customer Experience Officers, are getting increasingly dependent on a technology stack that engages customers and prospects across diverse channels. Touchpoints quantify those engagements to determine how to personalize and optimize them.
Traditionally, CIOs have been fully responsible for evaluating, selecting, and implementing technology solutions for enterprises. But increasingly, their business counterparts are directly and completely involved in implementing and selecting the technology that powers the Marketing and CX stacks. Collaboration between such business and technical brains is vital for the delivery of customer engagement systems.
CX Is Increasingly Technology-Driven
Today, all brands push for customer interaction taking place on digital channels. Creating and delivering enriched CX requires a deep understanding of customer requirements and the development of delightful and coherent touchpoints for the website, chatbot, contact center, and more. The key is that the CX team and the IT team must closely collaborate to drive all technical outcomes to deliver flawless CX.
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CX remains the Focal Point for Digital Transformation
CX is completely data-driven, and that forms the focal point for digital transformation. Experts rightly consider CX as a key differentiator for multiple brands; it typically also constitutes the focal point for all enterprise digitization initiatives. Customer inputs should actually drive all marketing strategies. Successful transformations journeys begin with the design of the experience and are powered by technology and digital transformation.
Both IT and business resources should work on agile teams to drive efficient collaboration.
CX business leaders should acquire knowledge and competence to comprehend technical architecture and tools. CX practitioners should consider real-world scenarios to guide an experience-based transformation that delivers financial value.
CX Maturity Fosters Success
The organizations with more experience with CX can deliver a better experience. Interestingly, as firms evolve in their CX maturity, they face newer challenges. CX veterans confirm their top challenge as the pressure to execute quickly on their digital transformation goals, while the new ones are focused on funding their initiatives or applying resources.
Effective collaboration is king for successful transformation. IT and business teams need to have a common view of customer journeys and effectively manage customer journeys‘ experiences.
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Mutual understanding Is critical for collaboration, especially to ensure that senior leadership from both business and IT aligns with common goals. Digital experiences should be backed by dedicated members with relevant technical knowledge and a robust understanding of agility and collaboration.
Now that the complex technology powers all CX and marketing initiatives, it is imperative that marketing and business teams collaborate efficiently with their IT counterparts to deliver and design the outstanding, differentiated customer experiences which will delight customers and keep competitors—both new and old—at bay.
