市場調査レポート

「ギャップに注意」LOB幹部、CMO、CDOが、ITプロフェッショナルと異なる理由

"Mind the Gap!" Why LoBsters, Marketers, and Corporate Digital Folk Are Different From IT Professionals

発行 IDC 商品コード 299338
出版日 ページ情報 英文 31 Pages
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「ギャップに注意」LOB幹部、CMO、CDOが、ITプロフェッショナルと異なる理由 "Mind the Gap!" Why LoBsters, Marketers, and Corporate Digital Folk Are Different From IT Professionals
出版日: 2014年04月04日 ページ情報: 英文 31 Pages

当商品の販売は、2016年07月01日を持ちまして終了しました。

概要

IDCの調査では、顧客対応の基幹業務(LOB)幹部、チーフマーケティングオフィサー(CMO)、チーフデジタルオフィサー(CDO)は、ITプロフェッショナルと比較すると、微妙に異なるITサービスの経験と期待感を持っています。

当レポートでは、西欧のITサービスバイヤー732社を対象に実施した企業調査の結果に基づき、欧州組織によるITサービスの投資計画、購買行動、ITサービスとそのベンダーに対する満足度などについて検証して、概略以下の構成でお届けいたします。

IDCの見解

調査概要

  • 調査手法

概況

  • 主な意思決定グループの戦略的優先順位

将来の展望

  • IT予算:2014年
  • 「フロントオフィス」の技術投資優先順位
  • 「バックオフィス」の技術投資優先順位
  • エンドユーザーによるサービスベンダーの満足度
  • 関与タイプ別の満足度
  • 主なIT転換プロジェクトの満足度

主な提言

参考資料

  • 関連調査
  • 要約

図表

目次
Product Code: Q04W

Customer-facing line-of-business (LoB) executives, chief marketing officers and chief digital officers have subtly different experiences and expectations of IT services when compared to IT professionals, according to research by IDC.

The company surveyed 732 IT services buyers in Western Europe in early 2014, and the results show that while customer-facing executives are collectively as likely as IT professionals to be satisfied with major IT transformation programs, they are less satisfied than IT professionals with the performance of IT services vendors. And, worse, they are markedly less impressed than IT professionals with the performance of cloud services. These customer-facing groups are also less bullish than IT professionals about the importance of investing in new technologies, even including "front office" technologies that directly touch end customers.

"There is a potentially worrying gap between the expectations and experiences of IT professionals and those of the LoB executives and the chief marketing and digital officers," said Douglas Hayward. "If the difference in customer satisfaction and in the perceived importance of technology investment priorities gets wider, then the CIO function will find it ever harder to ensure that the organization migrates seamlessly and profitably to the next-generation ICT model dominated by cloud, mobility, Big Data, and social media."

The report urges IT services vendors to understand and act upon the subtle but important variances in attitudes and experiences of these two stakeholder groups, to get to know their clients' industries better, and to educate customer-facing executives in enterprises about the role of IT services.

"Ultimately, IT services vendors, especially those with strong consulting capabilities, can help to bring together the 'business' and 'technology' communities within their customers," said Hayward. "In fact, they have little choice but to do this."

Table of Contents

IDC Opinion

In This Study

  • Methodology

Situation Overview

  • Strategic Priorities of Key Decision-Making Groups

Future Outlook

  • IT Budgets for 2014
  • Technology Investment Priorities for the "Front Office"
    • What Does Table 3 Tell Us?
    • The Front-Office "Priority Gap"
  • Technology Investment Priorities for the "Back Office"
  • End-User Satisfaction with Services Vendors
  • Satisfaction With Engagement Types
    • Satisfaction with Cloud Services
  • Satisfaction with Major IT Transformation Projects
    • Final Thoughts on LoB, Marketing, and Digital Compared to the CIO Function

Essential Guidance

  • Appendix: Survey Sample Details

Learn More

  • Related Research
  • Synopsis

List of Tables

  • Table: Strategic IT Priorities of Key Decision Makers in 2014
  • Table: Percentage of West European Decision Makers Planning to Increase, Maintain, or Decrease External IT Services Spend, 2014
  • Table: Front-Office Priorities in 2014, LoB, Marketing and Digital
  • Table: Front-Office "Priority Gap": Priority Scores of LoB, Marketing, and Digital, Minus Those of IT Professionals
  • Table: Back-Office Priorities in 2014, LoB, Marketing and Digital
  • Table: Back-Office "Priority Gap": Priority Scores of LoB, Marketing & Digital, Minus Those of IT Professionals
  • Table: Satisfaction Levels with IT Services Vendors: LoB, Marketing and Digital
  • Table: IT Vendor "Satisfaction Gap": Satisfaction Levels of LoB, Marketing and Digital, Minus Those of IT Professionals
  • Table: Cloud Services Satisfaction Levels: LoB, Marketing & Digital
  • Table: Cloud "Satisfaction Gap": Cloud Services Satisfaction levels of LoB Executives Plus Chief Marketing & Digital Officers, Minus Those of IT Professionals
  • Table: Satisfaction Levels of Key Role Groups with Major IT Transformation Projects

List of Figures

  • Figure: Strategic IT Priorities of Key Decision Makers in 2014
  • Figure: Planned External IT Services Spending in 2014
  • Figure: Satisfaction with Vendors: Industry Experience
  • Figure: Satisfaction with Vendors: Business Improvement
  • Figure: Averaged Satisfaction with Cloud Services
  • Figure: Satisfaction with Major IT Transformation Projects
  • Figure: Survey Sample, by Key Territory (% of Respondents)
  • Figure: Survey Sample, by Industry (% of Respondents)
  • Figure: Survey Sample, by Company Size (% of Respondents)
  • Figure: Survey Sample, by Decision-making Involvement (% of Respondents)
  • Figure: Survey Sample, by Respondent Role (% of Respondents)
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