Digital technologies have become increasingly important for today’s customer experience efforts. CIOs—the technology leaders driving digital transformation—must become important players in enabling enterprises to win hearts and minds in this era of customer-centricity in order to fulfil rising demands.
Customer experience (CX) and IT solutions are becoming increasingly intertwined. The massive demand for online services, especially since the pandemic, has pushed customer experience to the centre of business strategies. Because every touchpoint in the customer journey is tech-enabled, it makes sense for CIOs to be more involved in creating an exceptional customer experience. This convergence of technology and customer experience offers both teams a tremendous potential to collaborate in order to provide excellent customer service and accelerate business growth.
Achieve a critical 360-degree view of the CX with collaboration
For a 360-degree view of the client, a collaboration between the IT and CX teams is critical. CIOs can help the CX team by implementing customized analytics and real-time personalization. They have a comprehensive understanding of where data is housed as well as access to the tools and systems utilized by other business operations. They are in the ideal position to bring these diverse systems together and put themselves in the shoes of their customers.
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CIOs can understand how technology can help with each phase and can map each touchpoint with the support of the CX team. This overview of the consumer journey is essential for resolving any possible bottlenecks. CIOs are critical to CX because they can leverage big data at scale to expand the reach of a company and meet customers on their own terms.
To meet their new responsibilities, a customer-centric CIO will need to focus on three key areas.
Ensure systems are appropriate for their purpose
Outperforming competition requires data-driven customer experiences. As a result, the CIO’s job is to ensure that the organization stays ahead of the curve by moving away from legacy technology.
Many businesses continue to operate in silos, limiting their capacity to expand and preventing them from gaining the experience they desire. The CIO must encourage technological alignment so that all marketing, sales, and customer service departments can work together effortlessly. It’s vital to have all of the processes in place to support customers throughout their whole journey while avoiding distorted, fragmented data.
CIOs must free up employee time by allowing CRM platforms to do the heavy lifting, ensuring that their systems capture data automatically and provide it in context to everyone who needs it to better serve consumers.
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Embrace new and innovative technology
Artificial Intelligence (AI), personalization and voice recognition have all become necessary components of excellent customer service, allowing for a 360-degree picture of the customer. To thrive in their new customer-focused role, the CIO must be a champion for these tools.
Because AI can tap large external data sources and extract insights that the company may not even be aware of, it can give exceptional forecasts even with insufficient CRM data.
These unrivalled forecasts enable companies to make confident decisions and focus on the most important sales, marketing, and customer service initiatives.
Develop a unified customer journey
To ensure a seamless user experience, CIOs must break down departmental silos by organizing data, people and processes around serving consumers.
An advanced CRM system can automatically bridge the gap and ensure that there are no blind spots if the organization is battling with siloed data. CIOs can get the insight they need to make strategic decisions by combining consumer data, detecting and filling gaps, and pairing it with the right technology.
Setting a strong foundation like this, as well as employing in-depth, cross-siloed customer data, will allow CIOs to flourish in this new area of responsibility, offering a clear and unified image of the customer increasing boosting costs.
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