Purpose of functional area
The purpose of the technology team as understood here is:
- To ensure adequate toolset for CVM function
- To ensure adequate toolset for all supporting functions
- To ensure high degree of integration between CVM function and supporting function toolsets
- To ensure possibility of automation for CVM and all supporting functions
Inputs: How it impacts CVM
- Technology directly influences the efficiency and effectiveness of CVM initiatives by enabling data collection, analysis, communication, and offer fulfillment.
- Technology further directly influences the efficiency and effectiveness of CVM initiatives by enabling all supporting areas to produce their work and to collaborate with CVM
Impact of collaboration quality on CVM team results
Lack of alignment with Technology team results in a severe impact on the performance of CVM.
CVM work related to function
- Identifying need for technology, documenting the requirements, selecting and evaluating vendors
- Assisting in the roll-out of technology
- Ensuring proficiency of the CVM team in core technologies used
- Using technology for actionable insights, campaign execution, and real-time customer engagement.
Outputs: How CVM impacts this area
- CVM provides feedback on technology performance and suggestions for improvements to better support CVM goals.
- CVM drives initiatives that create a need for new technology solutions or replacement of old ones
Key handshakes to consider
Collaboration with technology team is foundational for CVM initiatives, as many activities are impossible to carry out manually and require operation across the entire organisational and customer base footprint. In a nutshell, the collaboration should ensure deep system integration between all moving parts, a capable architecture that allows for unified data access and rapid system changes to adapt to evolving CVM needs. The teams should focus on:
- Creating and maintaining a reference technology architecture for CVM
- Creating and maintaining architectures for data platforms supporting CVM (e.g. a Data lake / Customer Data Platform / Data mesh)
- Deploying the right set of technology solutions
- Managing the integration between different tools and vendors
- Managing the integration with channels
- Monitoring and availability of automated processes
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