CIO – 2/22/18
[Ed. Note: Byline by Otto Berkes, CTO, CA Technologies]
In “Why today’s IT organization doesn’t work anymore,” I wrote about why traditional IT organizations don’t meet today’s need. At the core of my argument was that with customers and 24/7 digital feedback loops at the heart of modern digital business models, classic, siloed IT organizations are ripe for disruption and transformation. Given the need for a modern, forward-facing digital model powered by user experience, insights, and analytics, how is it possible to overcome entrenched legacy structures and cultures to drive technology-enabled value creation today and tomorrow?
In this post, I’d like to take a shot at reframing the discussion not around technology, but around, as Clay Christensen likes to call it: “the work to be done.” As it turns out, the aim of “the work to be done” in the digitally enabled enterprise isn’t really about technology itself – it’s about using the converged potential of the Internet, mobile devices, and pervasive connectivity to drive greater customer intimacy. Since the path to digital customer intimacy travels through software development, I like to refer to that work as: “getting to know your customers through the software that you build.”
First: Build your customer feedback loop
Achieving greater customer intimacy is both an ongoing stream of work and a top-level goal in our digitally converged world. The work requires building and adjusting the telemetry and sources of data into your feedback loop throughout the entire customer experience. The goal is to create increasingly precise insights to help you continuously evolve your understanding of what you’re delivering to your customers. This begins with building a foundation for analytics supported by data science, and then building on that foundation to incorporate machine learning and AI techniques to predict future needs.