As customer expectations evolve, customer-centricity has become a key point of competitive differentiation for businesses of all kinds. Once the domain of business-to-consumer (B2C) companies, customer-centric strategies are just as important in the business-to-business (B2B) world, and even internally, with workers’ satisfaction dependent on their experience of business tools and processes.

For CIOs, as drivers of business strategy and growth, customer experience (CX) is a competitive differentiator that can be enhanced through technology and business transformation aimed at enabling a customer-centric approach throughout the business to create greater levels of customer satisfaction, loyalty and advocacy – all of which lead to better business outcomes.