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To understand how technology is changing companies – and how the role of the Chief Information Officer is evolving as a consequence – comes down to one thing: figuring out how to change the way you do business to reflect how customers are using technology. This was the conclusion which underlined the discussion at the latest in our series of FT events held in partnership with HP, on the convergence of digital and the customer experience.
The panel was comprised of a mix of CIOs, marketing, brand and sales professionals from some of France’s leading companies. They worked in a range of sectors and industries and yet the challenges – and opportunities – identified by each boiled down the same fundamental questions.
Digital has changed everything about how we do business. Initially, dealing with this was about trying to find a way of putting all transactions online. But now, in the words of one panellist, we are at “the second stage of the digital revolution”. This is all about “the customer journey”, that is building a system that will engage consumers in a way that reflects how individuals want to be approached rather than how companies think they want to be engaged.