Today's customer has changed and traditional IT thinking does not deliver results in the present business environment.
A new Forrester report advises companies to invest differently in technology management to win, serve, and retain customers.
Established companies such as The Home Depot are aware of changes and investing a significant amount of money to redefine customer engagement.
These companies know that modern customer is technology savvy and know about their services, pricing, and their reputation.
Retaining customers is possible by revamping technology but it requires remaking a company. Each element should be re-oriented towards improving customer experience.
"A customer-obsessed enterprise focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers," says Forrester.
Blueprint to success
Blueprint to success is, based on four key strategic imperatives including transforming the customer experience with a systematic, measurable approach.
Embracing the mobile mind shift to serve customers and turning big data into business insights will also contribute towards the success of the organization.
Forrester emphasises enterprises to urgently apply digital thinking through mobile devices as millions of people are used to turning towards smartphones to get relevant info.
Other factors leading to improve customer success are embracing disciplines to design, implement, and manage customer experience.
Fidelity Investments adopted a systematic approach to improve and measure customer experience and saved more than $24 million per year with this approach.
Enterprises should also design experiences that exceed customer expectations; and master digital customer experience as well as digital operational excellence.
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