The report, entitled Moving from the Back Office to the Front Lines, is taken from IBM’s Global-Suite Study and is based on face-to-face conversations with more than 1,600 CIOs from 70 countries (including New Zealand) and 20 industries.
The research, conducted by IBM’s Institute for Business Value, finds an overwhelming majority – more than 80 per cent of CIOs - are shifting their focus to the front office, where marketing, sales and service managers work directly with customers.
“They anticipate spending much more time on activities that have traditionally fallen with the CMO’s sphere such as customer experience management and business development,” the report states.
The study finds CIOs are investing in new technologies to gain deeper insights into customer data. These include sentiment mining and social network analysis to identify unique behavioural patterns and reliably predict critical trends.
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As customer engagement becomes a critical driver for CIOs, the study finds cloud computing has soared in importance with 64 per cent of CIO respondents including it as part of their major plans compared to 30 per cent five years ago.
Mobile solutions have also jumped in importance, with 84 per cent of CIOs naming these their top focus compared to 68 per cent in 2009.
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