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For companies to survive and flourish in the Age of the Customer, IT Departments must shift their focus from Information Technology to Business Technology to help the business win, serve and retain their customers. Customer experience is a concept that has been around for quite some time. But never before has it been as crucial to a company's success as it is today. According to IT industry analysts, Forrester Research, 92% of companies surveyed in the US say Customer Experience is a top strategic priority.
Observing consumer trends and understanding customers’ lifestyles can lead to moments of genius in meeting customer needs to create a superior Customer Experience. Case in point: Starbucks. According to US-based technology and market research company, Forrester Research, 92% of companies surveyed last year confirmed that the customer experience would be a top priority for them. We are entering what Forrester refer to as the Age of the Customer: “a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.”