Intelligent CIO APAC Issue 20 | Page 76

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Invest in systems that deliver enhanced customer experience
CIOs must provide data-driven , high-definition customer experiences ( HD-CX ) and lead their organizations away from outdated systems to keep ahead of the competition .
Personalization 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 .
Jason du Preez , Senior Vice President Asia Pacific , SugarCRM
How does a CIO achieve this ? Digital Transformation , staying ahead of competitors and technology , and fulfilling 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 .
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 . Systems automatically capture data and present it in context to everyone who needs it .
For example , when an online store delivers thousands of products and has millions of visitors , it ’ s impossible for humans to keep up with the flow of data . Machine Learning not only processes the data but it also reduces the potential for human error .
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