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In an interview of some 1,600 chief information officers worldwide, IBM found that social media and mobile pressures are pushing CIOs to improve customer satisfaction by deploying technology that assists marketing, sales and service managers.

The study, carried out in 20 industries in 70 countries indicated that CIO are focusing attention towards the front of the office where big data can address customer experience challenges.

Among other things, CIO are now engaged in sourcing tools for social network analysis and sentiment mining to decode buying patterns and forecasts trends, according to a report in the online technology publication TheVarGuy.com.

There is no longer any “real distinction between customer experience and contemporary business strategy,” says Peter Korsten, global leader for IBM’s Institute for Business Value.

He points out that the” front-end experience has become the point of entry” for vital information about customers and other relevant groups.

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