Why Read This
Forrester, in conjunction with MindForce Research, recently surveyed 101 CMOs in India and discovered that the increasing demands and expectations of digitally empowered customers are redefining the way that companies do business in India. This report builds on Forrester's research on CMOs' technology spending plans and focuses on India's banking industry. More than ever, bank CIOs must guide the implementation of strategies that address CMOs' drive to become customer-obsessed, increase tech spending, and involve themselves in tech-related decision-making. This report outlines how technology will play an increasingly crucial role in implementing differentiated revenue models, a superior customer experience, and an optimized cost structure for banks and provides recommendations to CIOs for working with their CMOs to become dynamic marketing technology integrators.