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Business Technology Leaders are More Successful in Winning Customers
To be relevant enterprises need to transition from an IT-focused agenda to one that is business-technology (BT) focused says Forrester Research.
Business Technology combines technology, systems and processes with a goal of attracting, interacting and maintaining customers.
Forrester proposed three ways for enterprises to be able to transition from IT to BT:
- Invest in technology. Businesses need to implement modern digital technologies that can satisfy fickle mobile customers.
- Use Technology as a Competitive Differentiator. Legacy IT is slow because it is too focused on optimization and resiliency. Forrester says that it’s risky to maintain that type of thinking.
- Prioritize the Customer Experience. Enterprises need to build new skills, culture, processes and systems in order to use data analytics for creating a customer-obsessed operating model.
Forrester divides enterprises into the two categories of BT-Laggards and BT-Leaders. The BT-Leaders showed significantly better growth compared to the BT-Laggards. 30 percent of BT-Leaders grew by more than 10 percent in 2014, compared to 26 percent of BT-Laggards.
As we move forward in the Customer Experience-focused Age of the Customer, companies that blaze a trail in the IT-to-BT transformation have positioned themselves well for success. Therefore, it’s time to embrace this shift or you risk losing customers to the BT-friendly competition.
Companies that have been able to transition from legacy IT to BT are well positioned for success.
