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Asia Pacific prioritises customer satisfaction

Anuradha Shukla | June 25, 2014
Technology budget decision-makers take action to address the customers.

Technology budget decision-makers in Asia Pacific are prioritising customer satisfaction, according to a new report by Forrester Research, Inc.

The report shows that improving customer satisfaction is the focus of more than 70 percent of the respondents in 2014.

However, customer-centric technology initiatives are not high on tech leaders' priority lists as less than 50 percent of technology leaders are taking steps to address the customers.

The IT department is also impacted by business units (BUs) that perceive technology initiatives by technology leaders are not good enough to deliver business outcomes.

"Competition for customers is getting fiercer. Other than industry rivals, businesses need to watch for a new wave of digital start-ups," said Tim Sheedy, Forrester Research senior analyst for CIOs and author of the report. "Only customer obsessed businesses who are willing to serve customers in the world they now live in, on smartphones, tablets, and social networks, will thrive in this new competitive era."

Guiding purchases

Business units (BUs) are increasingly guiding technology purchases at Asia Pacific organizations. 

40% of tech purchases were being business-led in 2013 and only 26% of purchases by the tech management organization were made without significant business input in 2013.

Forrester advises CIOs to digitally disrupt their own operations as new digital capabilities can ensure better ways to deliver an outcome.

CIOs can leverage digital technologies to create new sources of value for customers and increase operational agility in service of customers.

"The signs of digital disruption in Asia Pacific span countries and industries, but the pioneers are usually entrepreneurial start-ups without legacy to hold them back," says Dane Anderson, Forrester Research vice-president, region manager and research director, Asia Pacific.



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