According to a recent Harvey Nash / KPMG survey, businesses are increasingly looking to CIOs to improve customer experience and to deliver capabilities which grow new revenue from both new and existing customers.
At the same time Gartner is touting a model of 4 strategies to do this, summarised in the diagram below.
However, I have a problem with this as a strategic tool. To my mind, it is very bottom up and not very illuminating beyond stating the fact that you can exploit various tools. It does not actually connect with business value or scenarios that businesses may find themselves in. It would appear to drive the kind of thinking which says "I've got 4 hammers, what size nail do I need to solve this problem", rather than "what is the real problem? do we actually need to do anything? what are our options? how would we best address this quickly, to appropriate quality (& value) and can we do it economically?" Digital Strategy should be about "how do we deliver new and unique value?" not about "here's some solutions, let's find a problem to fix."
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