The company recently underwent
a strategy and brand shift towards
becoming a technology services
company. How does this new strategy
reflect changing customer demands?
Our recent rebrand has really been a shift to
thematically underpin what we’ve known for
a long-time. It is the secret of our success:
we put the customer first. We wanted to
bring to the fore our philosophy that places
both customers and trust at the core of
our business. We want our customers to
understand and celebrate that no matter
who they engage with at Rackspace –
whether that’s a technical specialist,
customer service agent or the billing team –
they will have a fanatical experience centred
around enabling their success.
It also reflects the massively diversified
services that our customers are now
demanding from us as they look for
guidance in areas that Rackspace isn’t
historically known for, such as our Rackspace
Application Services (RAS) that have been
built out through the two recent acquisitions
of Relation Edge and TriCore.
Ultimately, IT environments are getting
harder and there is no way for CIOs and
IT Directors to be experts in every new
enterprise technology and understand how
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“
AS PART OF THE
REBRAND, WE
HAVE RETAINED
AND REFOCUSED
ON WHAT WE
KNOW IS MOST
IMPORTANT FOR
OUR CUSTOMERS
– ACCELERATING
THE VALUE OF
THE CLOUD.
it can be best applied to their business.
Our customers continually look to us – and
challenge us – to support them in closing
the gap between the complex reality that
is their IT environment today and what
can be achieved tomorrow through new
technologies and practices. Part of our
rebrand is celebrating the ability of the
Rackspace professional services team in
supporting our customers throughout their
Digital Transformation journey, whether
that’s cloud migration, introducing DevOps
practices or application management.
However, it’s not all change. As part of the
rebrand, we have retained and refocused
on what we know is most important for our
customers – accelerating the value of the
cloud. Cloud migration remains a ‘critical’
or ‘high priority’ business initiative for most
business leaders, but the challenges of
predicting costs, execution complexity and
delivering on the vision remains a challenge.
Where our strategy hasn’t shifted with the
rebrand is our dedication to ensuring that
we support our customers throughout their
cloud journey and help them continually
optimise their estates to ensure that they
continue to drive value.
What are the biggest challenges and
opportunities your customers are
currently facing?
Rackspace works with businesses across their
entire Digital Transformation process – of
which the goals and outcomes can differ
significantly between industries – so it’s
hard to point to a few key challenges or
opportunities that our customers are facing.
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