I stated in this January article that 2012 will be the year that mobile more successfully integrates with other customer interaction channels. As Forrester reveals this week in the report, "Mobile is the New Face of Customer Engagement" for mobile to successfully blend with other channels and engage with customers, CIOs need to rethink their role, strategy, and organizational structure.To avoid the unintended consequences of engaging with customers via mobile, Forrester suggests that CIOs must take on the role of "business technology reformer," overseeing organizations' broad portfolios of technologies.
To facilitate this role, Forrester says that CIOs should implement a three-part strategy: Establish the office of chief mobility officer to coordinate business and technology, develop a mobile engagement guide for mobile projects, and create a mobile architecture blueprint that lays out the technology issues that IT must resolve.
Forrester says that systems that promote engagement will fuel business growth going forward and mobile engagement devices are low-cost solutions that will drive business productivity and create new revenue sources. As mobile adoption continues to explode, businesses must not wait. The time is now to take a technology inventory of your enterprise and map out your mobile blueprint today.