Forrester data shows that while 72% of businesses say improving customer experience is their top priority, only 63% of marketers prioritize implementing technology investments that will help them reach this goal. In a new report, Forrester covers why old-school marketing and technology leadership must evolve to strive in the age of the customer — meaning that CIOs and CMOs must work together on an approach that connects technology to the customer through marketing.
Key findings include the following:
- Forty-nine percent of CMOs indicate that tech management is still too slow to meet their needs — the pressure is now on for CIOs to replace slow and complex tech with fast and simple solutions to get to market faster.
- CMOs and CIOs are best positioned to lead the alignment of six operational levers that run the customer-obsessed operating system: structure, culture, talent, metrics, processes, and technologies.
- A customer-obsessed operating model requires your technology infrastructure to evolve at the customer’s pace. To respond, firms must build a flexible technology architecture that continuously adapts to changing customer expectations with the capability to deliver new sources of customer value through advanced data analytics and machine learning.
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Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.