CIOs need to show empathy for customers: Forrester Research


CIOs, CMOs, and Customer Experience leaders will rally to achieve customer-obsessed growth by adopting human-centered design and data analytics, latest Forrester Research report showed.

In its 2016 predictions for Asia Pacific business leaders, the think tank said, CIOs will need to show empathy for customers and understand how business technology will create effective and compelling customer experiences.

As a result, new platforms and services will flourish. Technology leaders like China’s Baidu, Alibaba and Tencent (BAT), as well as digital Software-as-a-Service startups, will roll out new platforms, mostly cloud-based, that create opportunities for CIOs and the business technology agenda.

Forrester Research Vice President Dane Anderson said companies moving along the age of the customer path will begin to thrive in 2016, while laggards will begin the slow descent to failure.

“Strong leadership is essential, and collaboration necessary between CMOs, who must step up and lead customer experience efforts, and CIOs, who must accelerate the business technology agenda,” Anderson said.

With regard to marketing segment, Forrester said digital marketers will embrace eCommerce initiatives as core responsibilities in the coming year.

Further, the report showed that mobile innovations will fuel opportunities for improved customer experiences.

Arya MM

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