The differentation scale

Stefanie Botelho's picture
Thursday, July 17, 2014

Brands can be made or broken by how an organization establishes itself in the marketplace. Technology establishes its value to an organization, and its customers, in a similar fashion.

As CIOs work with their internal partners and IT teams on strategic planning and the daily operational blocking & tackling, they should consider where current technology stands as to negative, neutral, or positive differentiation. Customers no longer just use technology, they experience your organization via technology.

Negative differentiation: Technology that is absent, broken or limited. The most prevalent example is poor reliability > networks or applications that are down, degraded or insecure will create poor perceptions not just of the technology, but of the organization. Response time expectations are getting shorter and shorter, even split-second delays can cause customers go elsewhere. Ignore gaps in the technology portfolio that are negative differentiators at your organization’s peril.

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