Application Support should be a Strategic Partner in Customer Experience Transformation Journeys

In February 2022, Omdia interviewed Maz Songerwala--senior vice president for Applications Service Excellence at Oracle--to understand the role that application services play in an organization’s ability to deliver exceptional customer experiences.

Application support is often seen as a back-office function, a service that ‘fixes’ bugs and addresses tickets, but it is the single largest listening post a company has around product sentiment. But sadly, this central point of service excellence is underleveraged. In February 2022, Omdia analysts Hansa Iyengar and Terry White interviewed Maz Songerwala—senior vice president for Applications Service Excellence at Oracle—to understand the role that application services play in an organization’s ability to deliver exceptional customer experiences. The interviews emphasize why application support is a critical (but often sidelined) asset. They also examine where to begin the journey to maximally leverage the application support function to deliver best-in-class experiences and the various elements that need to come together to enable this within the enterprise.

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