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Now showing: enhanced, digital client experience


Dave D’Aprano - Group Enterprise Services Executive

Dave D’Aprano – Group Enterprise Services Executive

The cinema industry has seen a major revolution in the past decade. In many theatres, you can now reserve plush, leather seats ahead of time; dine-in options are available; and almost every theatre is equipped to screen 3-D films.

Cinemas have seen the value of creating an enhanced client experience, one that is lush and immersive. Price alone is no longer the competitive factor – the experience is just as valuable. The cinema industry has focused on upgrading, utilising innovative technology and luxurious amenities.

We’re seeing a similar transformation in IT. Clients and businesses are demanding the development of enhanced, digital client experiences that rely on innovative tech. More businesses are utilising cloud technologies and user-friendly applications to draw in consumers.

Delivering on this changing model is tricky. CIOs are frequently caught between being asked to:

  • drive down costs through optimisation of services, but also
  • take the lead in creating new, digital client experiences.

Cost reduction often becomes the winner in this conflict. Without a properly aligned IT division, however, is that a viable business strategy – particularly in relation to the development of enhanced digital experiences businesses want to deliver?

Looking back to cinemas, we can see that they focus on industry-specific innovation.  Development and implementation of the enhanced experience is rooted in exactly what audiences seem to want – luxury, comfort, and immersion. These areas of attention drive them to create and revolutionise within a particular framework.

So when I say ‘a properly aligned IT division’, what I mean is one that’s focused on the goals of its business. Innovation should be happening, but it’s most effective when aligned with business objectives. This requires large amounts of time developing core competencies, identifying where innovation is needed, and finding cost reductions where possible.

Read more about this in our latest thinking article