Lastly, the sixth phase is all about supporting an ongoing relationship with the customer. Technology that plays here includes voice-of-the-customer programs and customer experience measurement, says the Forrester report.
CIOs Need to Tie Tech Together
Throughout multiple phases in the customer lifecycle, technologies run the gamut, from social to mobile to analytics to the Internet of things. More importantly, a swath of technologies touch all sorts of departments, from marketing to sales and fulfillment to customer service to product innovation.
CIOs who can deliver technology that supports every phase, every function in the customer lifecycle and tie it all together into a cohesive system with the customer at the core can change IT's poor reputation and remain relevant in the age of the customer and the race for revenue.
Or CIOs can stand idly by at their own risk.
"It's tempting," the Forrester report warns, "to reduce this collection of technologies to discrete application categories -- or worse, to write it off as nothing more than the legacy customer relationship management system you adopted a decade ago."
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