When you use the word “customer,” do you mean an internal customer — someone who works for the same company that you do and who uses the technology IT provides? That’s a mistake, many experts believe. “The most significant thing CIOs get wrong about business-IT alignment is servicing other departments’ ‘internal customers,’ instead of the true business customer needs,” says Phil Pettinato, CTO of Versapay. “The CIO should push to transform processes so the internal stakeholders can create better customer experiences for the primary customer.”
Because, of course, external customers are your company’s customers, and that makes them your customers, too. Thinking of internal users as customers creates a division between business and IT that can undermine your efforts to create alignment. “I don’t believe there’s IT and the business,” says James Anderson, a vice president and analyst at Gartner. “The business includes IT. And your product is not IT, it’s the services enabled by IT that are used for business outcomes.”
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