IT key to customer-centric approach - KPMG

Chief Information Officers (CIOs) are using digital strategies to become more customer centric, according to a KPMG survey of 1,200 UK CIOs.

The Harvey Nash/KPMG CIO Survey, the largest IT leadership survey in the world, found 60 percent of UK CIOs were looking at IT to help enhance customer experience. It also found that when it comes to prioritising digital technology initiatives, improving customer experience is the most important goal for two-thirds (62 per cent) of UK CIOs. This is followed by attracting new customers and growing revenue from existing customers, with both at 57 per cent.

Sam Subesinghe, head of management consulting at KPMG in Scotland, said: “The Scottish government has identified the technology sector, specifically financial services, as a key part of its growth strategy, thanks to rising demand. Businesses are increasingly looking at ways to deliver customer-centric strategies to meet the needs of tech-savvy customers, often tailoring services for the individual.

“As consumers get used to this personalisation, they will expect it in all aspects of their digital lives, from banking and budgeting to appointment booking.”

Charting their views on IT spend – which 45 percent expect to increase over the next 12 months – the CIOs ranked artificial intelligence (AI) as their number one technology investment. Virtual reality and Blockchain technology enhancements were the lowest ranked with fewer than one in 10 (8 per cent) intending to invest. On-demand marketplace platforms were ranked second, followed by internet of things and robotic process automation.

The CIO cohort also highlighted the areas within their business where they have managed to automate jobs. Roles in IT (24 percent), customer support (19 percent) and finance (14 percent) were cited as the main three parts that have been automated.

Sam Subesinghe added: “Technology is allowing businesses to automate many functions, yet companies are still dependent on experts to oversee technical elements, as well as business risk and law. It will take some time to see widespread changes to the workforce influenced by technology.”

A panel of industry experts, including Anne Moises from the Scottish Government and Adrian Blundell from the Department for International Development, will be discussing the CIO Survey findings in an event held on 14 November in Edinburgh, 6pm – 8pm. More information can be found here: www.hnkpmgciosurvey.com/#events