Trends Report

Software Must Enrich Your Brand

Software Is A Critical Strategic Asset, Not An Operational Nice-To-Have

January 23rd, 2014
JM
John McCarthy
With contributors:
Pascal Matzke , Ted Schadler , Tracy Stokes , George Colony , Nate Fleming

Summary

Your customers increasingly interact with your products and service directly through the software they touch: mobile apps, connected products, websites, and digital experiences. If the software fails — or fails to delight — the brand suffers. Even physical products, from automobiles to thermostats, are increasingly enhanced by software. But software doesn't stop with the applications that customers touch. It pervades your entire product and service experience, from call center reps to analytically derived custom offers from marketing. More than ever, software either enriches or degrades your brand. It's time for companies to acknowledge the central role of software and elevate it from an IT-led application development group to a business-led product-development function.

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