To face the 21st-century challenge of managing a digital customer experience, which means consciously interacting with all business partners and customers in real time, organizations need to take the step to integrate IT infrastructure with new and existing cloud applications. Starting with the premise that “we are in the age of the [digital] customer,” there is no question (at least as heard in a Forrester Research webinar) that any forward-looking business must go forward with integrating their cloud data to back-end enterprise systems.
“The first thing is for IT to get in the game! A lot of IT practitioners are not contributing to their firm’s customer experience strategy. They are locked in the back office, providing point-to-point integration for project support.”
– Forrester Research, VP and Principal Analyst John Rymer