CIO – 4/6/8
[Ed. Note: Byline by Otto Berkes, CTO, CA Technologies]
The 24/7 digital feedback loops at the heart of modern digital business models require CIOs to face head on the inadequacies of yesterday’s technology delivery models. In my last "Shifting the focus from IT to your customer feedback loop," I talked about how the path to modern, always-on “customer intimacy” requires companies to design the customer feedback loops they need, map out the way to architect, scale and evolve them, and then wrap the right culture around them to enable speed, throughput and continuous improvement. In this post, I’m going to focus on that first element – building the feedback loop.
Digitally interacting with a customer through a live, Internet-connected application allows a deeper understanding of that customer as an individual because the flow of data is ongoing and bidirectional.
Any aspect of the user journey through the software experience can be recorded and analyzed to gain insights into user preferences, behavior and needs. The interaction is one-to-one, and each customer can be understood as a “market of one,” thus enabling experiences to be individually tailored. Critically, data gained from such interactions can be the source of deep insights, which can be used to inform the business across every dimension.