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Forrester: Customer Obsession Gains Urgency Among CIOs in Asia Pacific, But Less Than Half Are Taking Action
|By Business Wire
|June 22, 2014 10:00 PM EDT
More than 70 percent of technology budget decision-makers in Asia
Pacific indicated that improving customer satisfaction will be a high or
critical priority in 2014, according to a new report by Forrester
Research, Inc. (Nasdaq: FORR). However, less than 50 percent of
technology leaders are taking action to address the customers.
Forrester's latest survey data indicates that customer-centric
technology initiatives are far down on tech leaders' priority lists.
“Competition for customers is getting fiercer. Other than industry
rivals, businesses need to watch for a new wave of digital start-ups,”
says 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.”
The findings also show that the IT department is being disrupted by
business units (BUs) that perceive technology initiatives by technology
leaders as inadequate in delivering business outcomes. While enterprise
tech management spending by CIOs across Asia Pacific retains a majority
share (51% in 2013), business units (BUs) are increasingly guiding
technology purchases at Asia Pacific organizations with 40% of tech
purchases being business-led in 2013, compared with 34% in 2012. Only
26% of purchases by the tech management organization were made without
significant business input in 2013, compared with 32% in 2012.
Instead of being reactive, Forrester recommends that CIOs start
digitally disrupting their own operations since new digital capabilities
often mean that there are better ways to deliver an outcome. CIOs that
are equipped to exploit digital technologies will be able to both create
new sources of value for customers and increase operational agility in
service of customers. Forrester’s upcoming series of Asia
Pacific Summits for CIOs in August will discuss how technology
leaders can take the digital leap and go beyond IT to empower the
business and customers in the Age of the Customer.
“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, who will also be the host for the Summits. “Forrester’s
regional summits will offer insight and tools to help CIOs from large
established firms leverage their strengths to thrive in a new digital
Dane and Tim will provide more in-depth analysis at Forrester’s
Summits for CIOs APAC 2014. For a copy of the report, please contact [email protected].
About Forrester’s Summits for CIOs APAC 2014:
Business decision makers are increasingly taking technology matters into
their hands. Tech-savvy customers and digital-native startups have
radically transformed the competitive landscape. Designed with the CIO
in mind, Forrester’s series of Summits for CIOs in Asia Pacific will
discuss how technology leaders can equip the business with digital
capabilities that permeate all sources of customer value.
Upcoming dates and locations for Forrester’s Summit for CIOs APAC 2014
August 14, 2014, Sydney,
August 19, 2014, Singapore
August 21, 2014, Mumbai,
About Forrester Research
Forrester Research (Nasdaq: FORR) is a global research and advisory firm
serving professionals in 13 key roles across three distinct client
segments. Our clients face progressively complex business and technology
decisions every day. To help them understand, strategize, and act upon
opportunities brought by change, Forrester provides proprietary
research, consumer and business data, custom consulting, events and
online communities, and peer-to-peer executive programs. We guide
leaders in business technology, marketing and strategy, and the
technology industry through independent fact-based insight, ensuring
their business success today and tomorrow. Visit www.forrester.com.
© 2014, Forrester Research, Inc. All rights reserved. Forrester is a
trademark of Forrester Research, Inc.
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