A Model to Assess Customer Alignment Through Customer Experience Concepts

Abstract

Business and Information Technology alignment has been one of the main concerns for IT and Business executives due to its importance to the overall company performance. In the Business and IT alignment area, there is a lack of research works and approaches to measure the organizations’ alignment level with external customers. However, this alignment level is today relevant as customers have become more exigent and digitally connected and they have increased their negotiation power. To fulfil this lack, this paper presents the design and application of a maturity model for customer alignment measurement. The originality of our approach is that the model embraces digital transformation concepts aimed at measuring the experience level that the organization is offering to customers through the customer lifecycle.