Delivering a seamless customer experience is crucial for staying competitive. Yet, many companies manage martech, salestech and support tech in isolation, resulting in fragmentation of that experience.
Silos are detrimental to good customer experiences. With products and services becoming more commoditized, customer experiences become the new differentiator. A flawless, integrated customer experience is now essential for companies to stay relevant.
Adopting a customer-centric approach requires shifting from a company-focused to a customer-focused mindset. The main issue is applying outdated IT principles from non-customer-facing departments to the volatile customer technology environment.
You need an integrated customer technology strategy built on three key elements: a technology owner for alignment, a plug-and-play architecture, and a governance policy for customer data and software replacement.
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