This IDC study details a set of recommended external customer experience (CX) practices. The industries represented include big chain retail (The Home Depot), direct banking/payment services (Discover Financial), nonprofit healthcare (American Cancer Society), quick-service restaurants (Taco Bell), electric utilities (Energy Future Holdings), and natural gas distribution (Atmos Energy).
Elevating the IT group's focus beyond customer service ("How can we help you?") to a more holistic view ("How did you feel about your experience?") can be a game changer in the strategic business role of the CIO and the technology group. This study identifies the following practices as central to CX success:
This study focuses on Leading in 3D, customer experience, and leadership transformation.
"The sharpening focus on the customer experience is a relatively recent phenomenon for IT groups, and it has the potential to be a powerful driver of change in the IT-business relationship itself," says Maryfran Johnson, adjunct analyst with IDC's IT Executive Program. "In a best-case scenario, a unified customer-centric view can turn shadow IT — once the bane of CIOs — into an opportunity to encourage collaboration and innovation across the business."