Conference Keynote – Customer Experience Insight: Working Around Fragmented and Siloed Decision-Making
Today, organisations don’t lack customer data, nor do they lack AI technology to visualise and analyse data into decision-making insights. But in many organisations, customer data is still fragmented across the business. Teams operate in isolation because organisations are siloed.
The impact: teams focus on a single channel based on their functional outcomes, rather than the end-to-end customer experience.
When teams don’t share customer data, this creates siloed decision-making; for customers, this means: high effort, handoffs, disjointed messaging, and constant frustration.
The list below is a simplified example of the different customer data types that sit within each team:
- Customer service works with complaint data.
- CX team has customer satisfaction and feedback data
- Digital uses interaction data.
- Insights owns qual and quant survey data.
- Marketing team works with segmentation and campaign data.
- Operations owns the customer transactional data.
- The Product team owns the performance data.
Each team’s view of the customer is accurate. But each view is only one small part of the overall customer experience. Fragmented customer data lacks context because it’s not connected … it’s not joined up across each team.
Think about it this way: Picture in your mind a tall building in the city. What can you see standing at street level? Now what can you see from the top of a building?
These are very different views. At street level, you see the minutiae, the details of what is happening around you. From the top of the building, you see the city and how everything connects.
When we give teams a connected view of their customers’ experiences, this helps them to:
- Individuals see the ‘whole experience’, the big picture, all of the customer moments-that-matter;
- Teams understand the end-to-end journey; the number of teams contributing to delivering the experience, and how their day-to-day work is linked;
- For leaders, they see where the customer experience is breaking down and how widespread the impact is across the journeys.
As organisations redesign their customer channels with AI; how teams work together and how customers are served, this creates the opportunity to rethink the operating model behind the experience: what customer data teams and AI need, at which decision points, and with what authority to act.
Not every team needs every dataset.
Not every team needs every dataset. They do need, however, connected customer understanding across the end-to-end customer journey. Evidence of the moments-that-matter to customers, and visibility of how their teams’ decisions affect the customer experience.