FINAL WORD as possible across all digital touchpoints , enhance reputation and customer loyalty by delivering on the promises made by the marketing and service teams .

This requires the CIO to collaborate with the Chief Customer Officer ( CCO ) and Chief Marketing Officer ( CMO ) to develop highly optimised CX . This goes further than just customer interfaces and extends to the security and performance of different backend systems , to ensure they are cohesive and reliable .

CX is now the competitive background for all businesses with CIOs playing an important role in delivering seamless digital experiences across web , mobile , SMS and in-store . The CIO ’ s role is quickly evolving from managing the back office to the front with a mandate to strengthen CX and positively impact the business bottom line .

Jason du Preez , Senior Vice President Asia Pacific , SugarCRM

Customers are now more interconnected than ever , through digital and subscription services which has put the CIO closer than ever to their experience .

How does a CIO achieve this ? Digital Transformation , staying ahead of competitors and technology and fulfiling customer expectations with a streamlined experience are the holy trinity for a CIO . It means understanding what CX is really about and engaging the skills of CX experts , marketers and data analysts to understand what customers want , the goals of the business and then creating user journeys that tap into the wants and needs of customers .

Invest in systems that deliver enhanced customer experience

CIOs now have a critical role to play in ensuring that customers are more than anonymous visitors to a website and are able to find what they want and complete every interaction successfully .

Digital systems play a vital role in keeping the customer happy and today ’ s CIO must forge closer relationships with their colleagues in the C-suite . As well as ensuring systems are available and running optimally , they have a new set of responsibilities to make CX as frictionless

CIOs must provide data-driven , High-Definition Customer Experiences ( HD-CX ) and lead their organisations away from outdated systems to keep ahead of the competition .

Personalisation of services is one way the CIO can help the business achieve its goals . For example , Amazon ’ s Machine Learning-powered algorithm uses input about a customer ’ s interests to generate a list of recommended items . These recommendations drive 35 % of Amazon ’ s sales . When you know more about a customer , you can better anticipate and accommodate their needs .

The power of Machine Learning systems is that they can learn and adapt without explicit instruction . CIOs can let CRM platforms do the work rather than burdening staff with painstaking and laborious data entry tasks . www . intelligentcxo . com

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