Linking Customer Engagement To Business Capabilities In The Age Of The Customer

This report uses business capability mapping concepts to depict how customer engagement activates business capabilities. In the age of the customer, during which knowledge of and engagement with customers is the source of sustainable competitive success, CIOs and their peers must bring together the marketing methods that create crucial customer knowledge and the architecture methods that model operational realities. This is especially true because customer engagement is not a linear, static process. Customers take many paths as they solve problems, activating business capabilities in unpredictable ways. CIOs must be able to translate customer journeys into reliable and predictable systems of engagement, with marketing's help.