Pay attention to online customers

Most business is now online, and at some point, that business will connect directly with the consumer. And customers expect both a stellar website and usable tools to make things work efficiently. It is imperative that companies be customer-centric, and that CIOs learn how to make it happen. The research firms comScore and The Kelsey Group have conducted a survey of 2,000 Internet users about the influence of peer reviews on purchasing decisions, and found that it is important to give customers first-rate online tools to review a site, services and products. Shoppers are willing to pay 20 percent more for services that receive an "excellent" rating.

This means that CIOs must focus on what's happening outside their office. It is no longer sufficient to make the system hum and work seamlessly. The CIO must also be looking to use technology to enhance the company in a way that drives business. Forrester analyst Bill Band said the CIO has many opportunities to manage his or her relationship with customers. And customers expect to collaborate with each other before they make a purchase. He says the importance of blogs, wikis and social networking cannot be underestimated.

The numbers show this to be true. The Customer Respect Group, a research and consulting firm that helps companies improve their treatment of customers online, has found that 22 percent of retail sites now provide online chat, compared to 12 percent of sites across industries. So remember: A successful CIO knows the job is about making systems run well both inside the company and outside it. Don't ever forget the customer and what he or she wants.

For more on the power of online consumers:
- See this CIO Magazine article