cx data silos

Why Marketers Need to Rethink Their Siloed Approach to Data

PHOTO: Jacek Dylag For almost 30 years, consultants have pushed a simple and credible idea — that silos are bad and need to be broken. This orthodoxy is rarely challenged, but one-third of a century later silos still exist. Is focusing on breaking organizational silos really the right approach? Or does the problem require a different solution that focuses on data instead?...

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Your Best Defense Against Organizational Silos Is Communication

When employees understand why they should be sharing information, they'll become less likely to hoard it. PHOTO: Bryan Apen Some of the most common questions we hear from clients involve problems with organizational silos. These organizations are struggling with disparate systems that don’t interface with one another, and the problem can be compounded by an organizational culture that doesn’t promote the sharing of...

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Pave the Way to Better Customer Experience by Dismantling Internal Silos

Looking only at individual touchpoints rather than the overarching customer journey will only lead to a bumpy ride in the customer experience PHOTO: Robson Hatsukami Morgan We need to talk about silos. Recent research by my firm shows that more than two thirds of digital managers (68 percent) believe their organization’s internal structures are having a negative influence on the business’s ability to deliver effective customer journeys.  In another...

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Clear These 6 Data Hurdles to Achieve a 360-Degree Customer View

Achieving a 360 degree customer view isn't impossible, but you'll have to clear these data hurdles before you can reach it. PHOTO: Barni1 There’s a lot of buzz about the value of a 360-degree customer view, yet few companies have been able to achieve it. According to Gartner, fewer than 10 percent of businesses have this holistic view. There’s a good reason for that: Bringing data together across...

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Marketing’s Chicken or Egg Silo Problem

Oftentimes attempts to solve the internal silo problem results in treating the symptoms, not the cause. PHOTO: Jairo Alzate Stop me if you’ve heard this before: “break down silos to create a better customer experience.” This mandate is equal parts grand vision, strategic goal, and, if history has anything to say about it, frustrating pipe dream.  It’s been more than a decade (2004) since Gartner introduced the idea...

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Remove Departmental Blinders for Better CX

When teams act on only the data they have at hand, they're operating with only half of the truth — effectively with blinders on PHOTO: Emilio Labrador Breaking organizations into teams that focus on specific lines of business is one of the core ways we all organize information and knowledge in order to create products, services and great customer experiences. Beyond emerging startups, it’s difficult to find examples...

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