FINAL WORD
PERSONALISATION OF SERVICES IS ONE WAY THE CIO CAN HELP THE BUSINESS ACHIEVE ITS GOALS .
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 .
Achieving a complete view of the customer
Creating a powerful , engaging HD-CX relies on a complete view of the customer . To achieve that 360-degree view , a company must record every change in the customer journey to understand what the customer is looking for , their history of interactions and their current activities to reliably predict future preferences and trends .
Emerging and evolving technologies such as AI , voice recognition and personalisation are becoming indispensable to HD-CX . CIOs , as they collaborate more closely with CCOs and CMOs , need to understand how these powerful tools can be used and become advocates and evangelists . But that must happen in a way that makes sense to the business and not be weighed down with technobabble .
AI can deliver exceptional predictions , even without a complete CRM data set by tapping vast external data sets to consider factors the limited CRM data doesn ’ t cover and surface insights that a company may not have known existed .
The CIO can deliver tools that take data and turn it into useful information that can be used to create knowledge that translates into wisdom so better decisions and predictions can be made . These valuable insights enable businesses to make assured decisions and focus on the highest priority activities across marketing , sales and customer service .
Break down the silos
CIOs are uniquely placed to break down the departmental silo mentality to ensure a seamless user experience . They understand how each business function , from sales , services to marketing , support interactions at a data and systems level .
This gives the CIO a unique perspective that isn ’ t bridled by the different needs of each function . The CIO can see where the data can be connected to build that much coveted 360-degree view .
Customers only see one brand and one organisation , they don ’ t see differences between contacting your sales and support teams . And it also makes sense to treat your customer as a single unit and not see them as someone you market to , someone who buys from you and someone else who contacts you for support .
Aligning and removing silos may seem impossible . But an advanced CRM system can bridge the gap and remove the blind spots . By combining customer data and identifying and filling any gaps , while pairing it with the right technology , CIOs can obtain the intelligence they need to make both vital strategic and tactical decisions .
Utilising in-depth , cross-siloed customer data will enable the CIO to shine in this new aspect of their remit , providing a clear and unified view of the customer , all without adding a lot of cost into the business .
The future
Removing the administrative burden placed on sales , marketing and service teams , embracing technologies that make HD-CX possible and eradicating data silos are the key steps in the CIO developing a strong partnership with the CCO and CMO .
In a fast-changing business environment , it is fundamental that CIOs examine trends and embrace Digital Transformation to successfully stay ahead of the competition and future-proof their company . x
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