Published: 26 March 2024
Great customer experiences and relationships don’t happen by chance, they must be designed into a service. Many organizations fail to do this by focusing too much on technology solutions. To avoid this, enterprise architects must support use of a human-centric design process focused on the customer.
Many customer relationship management (CRM) teams focus too much on technology and not enough on the customer journey, which leads to poor customer experience (CX).
CRM is often seen as primarily a technology problem; with the right technologies, the customer relationship will be well-managed. But the opposite is often true: customer experience is poorly managed and fragmented across multiple systems.
Lack of attention to customer needs leads to frustration for customers and a failure to derive the desired benefits of the company’s investment in CRM.
To help their business teams succeed with adopting the CX CORE model, enterprise architecture leaders must:
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Analysts:
Marcus Blosch, Don Scheibenreif
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