Even when the leaders of organizations are convinced that they need to deliver superior customer experiences, they often fail to do so in practice. Why is this?
So your company’s leadership is convinced that delivering exceptional customer experience is a major differentiator and driver of revenue growth. They have invested in tools and created processes to help make the organization more customer-centric. Having started working with customer data, you come to realize that data in the organization resides in silos, making it almost impossible for any one department to have a full understanding of all steps of the customer journey. You are not alone here.
Data Silos in an organization prevent you from having a single source of truth. What's worse is that they may duplicate or contradict each other.
Delivering excellent customer experience requires collaboration across the organization- from marketing, customer service and support, product, sales, etc. Organizational structures may be siloed, making cross-functional collaboration difficult and more demanding to overcome when data storage, access, and technology to process data are siloed. The result can be frustrating for Customer Experience leaders as well as for the customer.
If Marketing, Product, Customer Service, and Sales leaders are asked to focus just on their functions, without paying attention to a holistic view of the customer journey, it is the Customer Experience that suffers.
Organizational silos were among the most commonly cited issues when CX experts were asked about challenges in delivering excellent Customer Experience. We share with you what CX leaders from leading brands and consultancies think about how organizational silos are negatively affecting Customer Experience and how they are addressing the problem. These responses are part of our CX Challenges and Actions report, which has insights from 102 Customer Experience experts on challenges, actions they took, and best practices in delivering exceptional customer experiences.
Well, what is the solution?
Breaking silos is not easy. But some of the recommendations from our experts are - defining the CX goals and definition that is common for all functions, setting up a cross-functional team of leaders working together with the Customer Experience team and centralizing and connecting customer data from various functions to derive insights from it.
Is your Customer Experience Operation suffering from data silos? Get a 1-on-1 Strategy Session with our CX experts to get to the bottom of it.