Speed - Companies should be focused on speed. Apps should be regularly updated with rapid development cycles and technology teams should be using agile development methodologies. Fenwick said: "Even when you look at things like app performance, web page loads, the successful companies are really focused on how fast things happen and engineering IT towards speed."
Forrester recognises that improving customer experience isn't just the responsibility of the IT department and the whole company needs to reposition itself towards improving the experiences at each of the customer touch points. However, Fenwick argues that the CIO can play a critical role.
"Very few have got this right - the vast majority are not there, but the companies that excel get most of these things (DEMOS) in place. We expect great customer experience and when we don't get it we are more willing to change quickly to another supplier," he said.
"It's not an easy transition to make at all, it's a huge change management challenge and can take five to ten years. But CIOs need to recognise that they have a role to play and can be a change agent for the rest of the executive team to recognise how important this is."
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