Things in the world of customer experience are constantly changing, and the CIO is no exception. Instead of simply sitting back and waiting for things to happen, today's CIO plays a more proactive role in finding forward-thinking solutions for the company. That's according to Jason Richard, CIO of Lucky Brand. While the old CIO position may have been limited to the technology side of the business, Jason is involved in many facets of the organization as he looks for ways things can run more smoothly, be more efficient, and leverage new technology. This is incredibly important in customer experience as modern customers demand a consistent, tech-based experience. Even something as seemingly simple as offering free WiFi in stores can utilize new technology and greatly improve the customer experience.

As more customers take their shopping online, the CIO plays a large role in making sure customers have a consistent experience no matter where they are shopping and that they don't see any barriers between shopping location. In Lucky's case, customers could be on the website, in a dedicated Lucky store, or at a partner department store, so Jason and his team ensure the technology is the same and that employees can provide customers with the products they need. This includes making sure the company has the best technology to track inventory, accept payments, and communicate with customers. If a customer purchased a product online but wanted to return it in store, as is very common in today's world, the company needs to have the right technology to make that transaction possible. Without proper systems and employee training, customers could be left with a frustrating situation and no way to change it. The CIO's job is to deliver on capabilities to make the customer experience great.

The role of the CIO has already changed, and it will continue to evolve as technology and the customer experience changes. The focus going forward isn't simply on making sure computers work and the lights stay on, but rather on delivering on ROI and using technology to make a strategic impact in the company. CIOs can't sit back and wait for other business leaders to come to them with needs of the organization—they must get enough pull behind them that they can innovate and proactively put the right technology in place to drive the organization forward and build a strong customer relationship. In order to do that, CIOs need to be aware of their business, the industry, and the latest technology.

In a world filled with evolving technology, customers expect a strong tech-based experience. The CIO can implement changes to greatly improve the customer experience and stay ahead of the technology curve.