"Mind the Gap!" Why LoBsters, Marketers, and Corporate Digital Folk Are Different From IT Professionals
|出版日||ページ情報||英文 31 Pages
|「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||
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."