What it takes to provide best-in-class customer experience

The mandate for today's CIO has changed markedly over the past decade. What was once a predominantly technical role has expanded to include leading most businesses through digital transformation initiatives. For most businesses, improving customer experience (CX) is their top digital initiative, as CX is now the top brand differentiator. To improve CX, however, companies must rethink how things have been done in the past so as to remove much of the friction of customer engagements. Once such example is bridging the islands of sales, marketing, and customer service.