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This is not a problem that CIOs can solve without CMOs, or that CMOs can solve without CIOs. It's time for the two to act together. Yet, in most corporations, they don't. And that's when customers jump ship, stock values slump, and corporate reputations are battered.
The strategic dialogue between CIO and CMO must begin with consensus as to the desired customer experience and brand. Often these conversations are best guided by an outside facilitator with objective hearing and broad industry context. This probing can highlight impediments of the company's organizational structure and governance, management incentives, and enterprise economics. Together, the CIO and CMO must know the customer perspective on these issues:
• Have we deployed the right touch points (human and technology) in the right places in the right ways - and do we have too many or too few?
• Have we optimized each of our touch points according to customers' preferences and needs, by customer segment and usage occasion?
• Have we understood the processes or pathways our customers select to interact with our company in each and every purchase or re-purchase cycle?
• Have we aligned and integrated those touch points (along with the people, processes and systems that enable them) into consistent and coordinated expressions of brand and offerings to deliver coherent customer experiences?
The orchestration of the presentation layer cannot be left to chance. It calls for expert practitioners of marketing and technology, who know what their customers want in order to create the interfaces and measurements to guide their organizations to delivering on these expectations and preferences. CIOs and CMOs who together lead and integrate their workforces in innovative ways will reinvent how brands are defined, how services are delivered, and how companies will compete. Marketing and IT must come together, and the CIO-CMO teams who can pull it off will each hold the keys to their company's competitive future.
Jeffrey Rayport is co-founder and chairman of Marketspace LLC, a strategic advisory, executive development, and software unit of Monitor Group. He is co-author of Best Face Forward: Why Companies Must Improve Their Service Interfaces with Customers
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Read up on the latest ideas and technologies from companies that sell hardware, software and services. - White PaperView this webcast and discover the drivers for changing network design practices, why many organisations are changing their approach to network architecture and how enterprises should be moving forward with open architecture multi-vendor network solutions. Register now and learn how your business can maximize the business value of the enterprise network.
- White PaperLearn to tie virtualized computing to virtualized storage, to offer a dynamic set of capabilities within the data centre and create improved performance and system reliability. Discover how best to utilize EMC Celerra in a VMware ESX environment.
- White PaperYour organisation may well have devised and implemented an Acceptable Use Policy (AUP) some time ago in order to guard against the risks of inappropriate use of computer systems by your workers, but are you confident that your AUP remains 'fit for purpose'? Read on to discover how you can enhance the effectiveness of your AUP.
Discover how SOA can create smarter outcomes for your business.
Attend and learn:
- How SOA is helping leading companies to become more agile
- Where you should be applying SOA processes in your company
- The top SOA implementation mistakes to avoid
Click here for more information.
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CIO Live Podcast #79: Brent D Taylor, author of The Outsider's Edge: The Making of Self-Made Billionaires Part II 05 October, 2007 06:00:00
For his new book, The Outsider's Edge: The Making of Self-Made Billionaires, social researcher Brent D Taylor spent four years of intensive research investigating the psychological make-up and backgrounds of some of the world's richest men and women, including IT luminaries Bill Gates, Larry Ellison and Steve Jobs. Taylor discovered that, despite working in different industries and coming from different upbringings, they all have one thing in common -- they are all outsiders. - +
CIO Live Podcast #78: Brent D Taylor, author of The Outsider's Edge: The Making of Self-Made Billionaires 28 September, 2007 17:34:25
For his new book, The Outsider's Edge: The Making of Self-Made Billionaires, social researcher Brent D Taylor spent four years of intensive research investigating the psychological make-up and backgrounds of some of the world's richest men and women, including IT luminaries Bill Gates, Larry Ellison and Steve Jobs. Taylor discovered that, despite working in different industries and coming from different upbringings, they all have one thing in common -- they are all outsiders. - +
CIO Live Podcast #77: Panasonic Speeds Up Trans-Pacific File Transfers, Part III 21 September, 2007 07:00:00
Part three in our three-part special report from CIO's sister publication Network World in the US, as Paul Desmond reports from the Network World IT Roadmap Conference in Santa Clara, California. With development teams in the US and Japan, Panasonic needed a more efficient way to move very large files between the two locations. Iben Rodriguez, IT consultant for Panasonic Research and Development, explains how a storage-area network and virtual server technology helped speed up WAN performance. - +
CIO Live Podcast #76: Panasonic Speeds Up Trans-Pacific File Transfers, Part II 14 September, 2007 07:00:00
Part two in our three-part special report from CIO's sister publication Network World in the US, as Paul Desmond reports from the Network World IT Roadmap Conference in Santa Clara, California. With development teams in the US and Japan, Panasonic needed a more efficient way to move very large files between the two locations. Iben Rodriguez, IT consultant for Panasonic Research and Development, explains how a storage-area network and virtual server technology helped speed up WAN performance. - +
CIO Live Podcast #75: Panasonic Speeds Up Trans-Pacific File Transfers, Part I 07 September, 2007 07:00:05
Part one in our three-part special report from CIO's sister publication Network World in the US, as Paul Desmond reports from the Network World IT Roadmap Conference in Santa Clara, California. With development teams in the US and Japan, Panasonic needed a more efficient way to move very large files between the two locations. Iben Rodriguez, IT consultant for Panasonic Research and Development, explains how a storage-area network and virtual server technology helped speed up WAN performance.
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SOA What? Why You Need SOA Governance Framework 04 December, 2008 08:32:00
Adopting services oriented architecture (SOA) in your enterprise without thinking through IT governance can cause something like the Gold Rush in the 1800s; extreme rates of growth and minimal law and order which produce unexpected outcomes. - +
The Myth of Cloud Computing 04 December, 2008 08:25:00
Why the rapid spread of virtual technology is becoming a security riskWhy the rapid spread of virtual technology is becoming a security risk. - +
Who Pushed Vendors Toward Better Security? 04 December, 2008 09:38:00
Hint: It had something to do with pressure from customers and government agencies, writes Oracle CSO Mary Ann DavidsonHint: It had something to do with pressure from customers and government agencies, writes Oracle CSO Mary Ann Davidson. - +
CPO & CISO: A Comprehensive Approach to Information 04 December, 2008 08:42:00
GE CPO Nuala O'Connor Kelly advocates greater CPO/CISO cooperation to place the right value on information assets.GE CPO Nuala O'Connor Kelly advocates greater CPO/CISO cooperation to place the right value on information assets. - +
Security Culture: Americans are Ferengis, Europeans are Vulcans 04 December, 2008 08:32:00
Lunch table conversations tell a lot about the culture of security in Europe and the USLunch table conversations tell a lot about the culture of security in Europe and the US.
Borderless corporate networks to shift focus to secure content management in Australia in 2009 04 December, 2008 16:06:00
IDC Says Asia/Pacific Excluding Japan IT Market Will Remain The Bright Spot... 04 December, 2008 15:04:00
MySpot SOS "Panic Button" Smartphone Application could save lone worker lives 04 December, 2008 13:34:00
Charles Sturt University Commences Unified Communications Deployment With Interactive Intelligence 04 December, 2008 08:30:00
AOC Launches 18.5” Widescreen Green 16:9 LCD Monitor in Australia and New Zealand 03 December, 2008 15:30:00
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Data grids and service-oriented architecture
When choosing an SOA strategy, corporations must ensure data availability, reliability, performance and scalability. A data grid infrastructure, built with clustered caching provides a framework for improved data access that can create a competitive edge and sustain customer loyalty. Read on to discover how this can be created within your organisation.
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