Where Does Technology Fit in Customer Experience?

Where does technology fit in customer experience? A recent report from cloud solution provider Rackspace posed this question.

While the survey found “application-driven customer experience” a priority for almost half of organizations (48%), it found a disconnect in the C-Suite related to how important technology was to achieving customer experience goals. Fifty-five percent of CIOs and 53% of CTOs recognized the value technology brought to CX efforts, CFOs (at 34%) and COOs (at 23%) weren’t as convinced. CEOs split the difference between the two sides at 49%.

How can organizations go about establishing their tech needs when it comes to improving the customer experience?

First Things First: Establish What You Have and Understand Where You Are in CX Efforts

Before adding technology to help with CX or any other corporate strategy, a company first needs to assess it current technology assets and capabilities, said Brian Atkiss, Anexinet director advanced analytics.

“Evaluate the ability to collect, analyze, optimize and act on customer data across all touchpoints and channels and to deliver personalized experiences in real time,” Atkiss said. “Understand and define key business drivers, target users and use cases and define the technology to provide enhanced digital experiences.”

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