When it comes to giving the customer what they want, companies traditionally looked to their sales people and marketing department to satisfy. But as the world moves further into a social, online existence, technologists are answering the call for customer satisfaction more and more often. The CIO of the future will find themselves in the spotlight when it comes to customer satisfaction – and you'd better be ready to fill that role. This article by Sylvia Pennington discusses how future CIOs will be customer centric, less concerned with the newest technology and instead much more focused on the most user-friendly software. If CIOs don't keep the customer in mind, they'll soon find themselves out of relevancy. The “new” CIO will be about enabling the business to help the customer, according to Eric Berridge of Bluewolf: New-generation CIOs needed to focus on enhancing the flow of data around their organisations, in order to improve the end customer's experience with the company or the brand, Berridge said. It's a major mindset change for IT chiefs who came of age in an era where their performance was judged by the cost savings delivered by a new finance system or how rarely the email server went down. Future CIOs will also benefit from having backgrounds in both technology and marketing – this “bi-lingual” ability helps when CIOs are building software. Instead of just building what is “needed”, they can accurately build what is wanted as well, increasing customer satisfaction and creating the role of the CIO – and indeed IT – as a strategic asset for the company.