t cht lk 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 organization , 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 .
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 personalization 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 .
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 . Utilizing 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 . p
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
Customers are now more interconnected than ever , through digital and subscription services which has put the CIO closer than ever to their experience .
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