/////////////////////////////////////////////////////////////////////// FEATURE: CUSTOMER EXPERIENCE
over an investment in middle- and back-end
operations – forfeiting a better customer
experience. It’s important to be wary of
causing service fragmentation by procuring
price-focused contracts, which can often lead
to a lack of end-to-end value chain ownership.
Customer engagement is the single most
important way for businesses to differentiate
themselves in today’s marketplace and the
most successful organisations are those
that see the bigger picture. Consumers are
ready and willing to put their money where
their mouths are and reward those who
they feel provide a superior experience.
With applications becoming the face of
business services consumed by end-users,
those organisations that invest in tying their
business operations and IT infrastructures
to customer experience will reap greater
rewards in the long run. •
CUSTOMER ENGAGEMENT IS
THE SINGLE MOST IMPORTANT WAY
FOR BUSINESSES TO DIFFERENTIATE
THEMSELVES IN TODAY’S
MARKETPLACE.
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