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Breaking down
data silos in the
multi-channel
contact center

Author: Rose de Fremery

To improve the customer experience, you must first see and understand it. But only six percent of executives say that they can see across the entire range of their customers' experiences, and just 36% say they have real-time, highly integrated capabilities across every channel.

The root of this problem: data silos. Left unaddressed, silos prevent businesses from delivering a superior customer experience. What is a data silo? Here's a look at what data silos are, why they matter, and how unified reporting and analytics in the multi-channel contact center can address this common customer experience challenge.

What is a data silo, and why does it matter?

Data silos often arise from organizational silos—when solutions are designed in isolation and not at the organization level with a common, coordinated goal.

It might seem to make sense for a marketing team to use different systems and processes than the customer service team, and for the product team to use another set of tools altogether. But when departments organize their data and their business processes like this, it creates challenges when the company tries to deliver an omnichannel customer experience.

Customers see a business as a singular entity and expect a consistent experience, no matter which department they are dealing with. When the marketing team's system doesn't share data with the customer service team's solution, the customer experience breaks down.

When businesses build data silos, they struggle to get accurate real-time analytics using data from multiple systems and cannot create a complete picture of the customer journey.

How a unified contact center data can help

Unified contact center data analytics can help businesses overcome the challenges erected by data silos, clearing the path to a better customer experience and business success. By integrating key data from business applications and customer engagement channels, such as social media and messaging apps, companies stitch together a comprehensive view of the customer experience. And they can better understand their customers' needs. Consumer experience leaders can access real-time contact center data to pinpoint urgent issues. They can also access historical data that holds valuable insights, opening the door to customer experience innovation.

A cloud contact center that provides a unified customer experience can make this possible by unifying data and breaking down silos so businesses can deliver a more satisfying customer experience and quickly respond to market developments. Businesses can get even more value from a cloud contact center solution by partnering with an experienced customer experience design services team to create a clear, customer-focused implementation road map to properly integrate departments and gain the insights required to provide satisfying customer experiences.

Breaking down data silos and delivering a winning experience

As businesses undergo digital transformation, they must update the organizational structures and processes that stand in the way of evolution. Data silos are a byproduct of an earlier era when each business unit needed its own technology solution to streamline internal processes.

Today, the customer is the focus. As businesses seek to place the customer at the center of everything they do, they must break down the data silos these disparate, disconnected systems have created. Unified contact center data, analytics and reporting can help companies better understand their customers and create a winning experience that is responsive to customer needs.

Learn how Verizon's contact center and customer experience solutions help you give customers what they need.