Enterprise Services
Showing results for 
Search instead for 
Do you mean 

New Style of IT: Engaging each and every customer

Grantby ‎10-09-2013 09:02 AM - edited ‎09-30-2015 06:58 AM



By Steve McNicholas

HP Fellow and Chief Technologist, Applications Business Services, EMEA


A new style of IT is permeating the enterprise landscape, and it’s driven by personalized service. Now that individuals are empowered with the capability to do things differently, they continually interact on a one-to-one basis with organizations, small groups, and individuals. They are increasingly imbued with the expectation that information and services will be personalized and targeted to them. Should an enterprise fail to meet these expectations, they can quickly and easily sever ties and forge new connections with competitors.


sm-20130130_RS_OFFICE_017P0819.jpgIn this new paradigm, you’ve got to be fast and flexible, and you’ve got to be willing to listen. The new style of IT facilitates the gathering of the understanding and ability to flex and meet that customer on their terms to serve their needs.


From silo to consumerization

The answer is the consumerization of IT, a “market-of-one” approach. Characterized by the cloud, as-a-service delivery, mobility, and big data analytics, this new style is about how, where, when, and why communication happens. Markets are no longer broad targets. They are collections of individuals, each with a different, dynamic relationship with your enterprise. Loyalty can no longer be assured by simply providing reliable products and services. It now must be earned by successfully engaging individuals and groups on the terms they set.


How can organizations meet these challenges? How can they transform the outmoded, systems-of-record IT paradigm into new style systems-of-engagement? By harnessing social media, networking, and innovative applications and processes. By moving from transactions to interactions. By creating organizations that are more collaborative, interaction-oriented, and user-centric. Social media, networking, innovative apps, and other interactive options can drive customer loyalty and expand access to your products and services. The right technology is key to successfully making these transitions and connections happen.


With the right technologies, organizations can deploy strategies such as sentiment analysis—the process of extracting meaning from social media interactions. Why has an individual written what they’ve written? What exactly do the terms they’ve used mean? What information can be gleaned from sentence structure, word position, and slang terms? Is the expression positive or negative? Sentiment analysis can help you tease out the implications of each interaction. The enterprise can integrate structured and unstructured data, and glean new insights from customer data across all channels.


Adopting a nimble stance

It’s important to remember that organizations don’t need to own all of the IT they will be using to deliver the innovative services their businesses need. Other organizations may have the necessary IT and may be willing to offer those capabilities as services. If you try to own it all yourself, it’s just going to slow you down.


Organizations that fail to make these transitions may still retain a subset of their customer base. But they will miss out on those customers seeking something different. These are the customers who move on and forge ties with those organizations nimble enough to give them exactly what they want. You still need to decide how you as an organization want to be thought of by your customers. But you’ve got to be flexible in the targeting of your messaging and how you interact with your customers.


The new style of IT is about strategies for relating to people as distinct individuals, each with a different and dynamic relationship with your organization. Examining peer-to-peer conversations across social media platforms, and collecting and analyzing unstructured data like video, audio, and text, can generate valuable insight. With the right technology, these functions become automated, enabling the capability to handle the ever-increasing volumes of information organizations now contend with.    


The result is a dynamic enterprise, one that can add and jettison services as needed. With the right IT recipe, your organization will be nimble enough to quickly and flexibly adapt to shifting customer expectations. And enjoy the loyalty that comes with it.


McNicholas.pngAbout Steve McNicholas

Steve McNicholas is Chief Technologist for Applications and Business Services in EMEA for HP Enterprise Services and an HP Fellow. As an HP Fellow, McNicholas helps to develop enterprise-wide initiatives that shape the future of HP.



Learn more from the experts at HP by attending Innovation Insight webcasts. For information on what software-defined networks could mean to the enterprise, log on to Software-defined networks: Foundation for the agile enterprise. And join the discussion at HP Innovation INSIGHT LinkedIn group.

0 Kudos
About the Author


I've devoted more than a decade to writing about technology products, solutions and services.

Nov 29 - Dec 1
Discover 2016 London
Learn how to thrive in a world of digital transformation at our biggest event of the year, Discover 2016 London, November 29 - December 1.
Read more
Each Month in 2016
Software Expert Days - 2016
Join us online to talk directly with our Software experts during online Expert Days. Find information here about past, current, and upcoming Expert Da...
Read more
View all