Creating a customer-oriented culture
Ganesh Natarajan: Dec 10 2012, 02:02 IST
The explosion of information all around us and the availability of low-cost, high-reliability tools to store process and transmit large volumes of data within and beyond the enterprise are having their impact not just on the role of information technology but also on the ability to address specific customer needs, putting the customer at the very centre of all enterprise strategy. In the political context, the substantial victory that President Obama won in the US elections demonstrated the value of having sliced and diced intelligence about every geographic demographic and psychographic segment of the population and getting targeted populations to come and participate in a choice for a product or services, in this case for the President of the country. In the business environment too, we are seeing the shift from product or service centric ideas to processes and strategies focused at granular customer segmentation and targeting, for business benefit.
The true game changers for the creation of the customer centric enterprise have been the rapid maturity of cloud, social media and mobility, a trio of new capabilities that are clubbed today as CLOSOMO. And while cloud computing has provided a viable option for IT managers to decide where work should be performed and social media has provided choices of who companies can work with to develop new capabilities for the future, it is the transformational use of the mobile phone for applications that go well beyond traditional voice and text services that is leading the transformation of the business enterprise
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