Forrester vice president Kyle McNabb advises CIOs to take a central role in improving customer experience and outlines what it takes to reclaim that role.
You can't miss how technology alters people's engagement with companies. Technology has empowered customers to wield greater influence over the brands with which they interact. They expect things to work the way they want. If an experience disappoints, they make their dissatisfaction known. That can affect your bottom line.
Many of your CEOs respond to this technology empowerment by demanding customer experience improvements. Unfortunately, those demands were probably handed to one person--your call center VP, or your chief marketing officer, but not you. The result? The organization perceives the customer experience as someone else's problem and little has changed.
Your customers' experience is based on their interactions with your enterprise, its channels and its business processes, all of which are embodied by your technology. Improving the customer experience requires technology change, and that's why it is your problem.
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