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Streamline CX with better tech integration.

Break down silos to better connect with customers.

Published: April 8, 2020

The customer experience is more important than ever. Organizations are investing more money and time into improving their customer experiences, and vendors have rushed in to help. But many organizations still struggle to get it right. Why is it so challenging?

The problem is no longer a lack of tools. Most companies already have the tools and solutions they need, or at least have a good idea of what solutions they need to acquire. The real problem is that so few of these methods are integrated. 

Silos and poor integration: the root of disjointed CX

In today’s CX world, customers are looking for an omnichannel experience. That requires teams to work across silos, systems to integrate and organizations to be able to transfer or share data internally. Unfortunately, only 6% of executives can see the entire breadth of their customers’ experiences, and only 36% say they have real-time, highly integrated capabilities across all channels. 

Two issues contribute to this problem: organizational silos and technology integration challenges.

Many organizations still work in a siloed manner. For instance, the marketing department might not share data with the customer service department, and customer service may not have an easy way to funnel customer feedback to the product team. Forty percent of organizations say breaking down silos is a top challenge.2 

The complexity of the technology is an additional challenge. With new technologies sprouting everywhere, organizations are struggling to figure out what to adopt, implement and integrate with their existing systems. Setting up an environment to provide a holistic customer experience can involve a number of technologies and processes that must work together. Today, there is a lot of buzz around adoption of cloud services; automation or artificial intelligence; data analysis; natural language processing; conversational platforms; and 5G for customer experience. Organizations must determine what technologies fit best in their current environment and align with their CX strategy.

 


Less than a quarter of organizations were satisfied with their ability to integrate customer experience data.3


What most organizations need is help crafting a holistic vision that will break down siloes and connect technology pieces to create a seamless, omnichannel customer experience. 

Integrate your CX with the right partner

To look at CX holistically, you need alignment throughout your organization. A single product will not solve the challenge, so you need a partner that does more than sell individual products.

The ideal partner will be one that offers a broad set of solutions. Many organizations are turning to customer experience services, such as Verizon CX Design Services, that help them focus on the customer first. Such services work with organizations to build customer journeys and use cases to understand the customer. They then work across departments to build a roadmap to bring diverse departments and their technologies together. With a clear vision on the customer and an organization-wide roadmap, organizations can begin to create true omnichannel experiences.

Whether you have a number of robust CX solutions or are just beginning to put together a CX ecosystem, bringing an experienced partner like Verizon aboard can help break down silos and integrate technology to allow for consistent, personalized and powerful customer experiences. 

If you’re interested in better integrating your customer experience, explore the innovative customer experience services Verizon has to offer.


1 Data Elevates the Customer Experience: New Ways of Discovering and Applying Customer Insights, Forbes Insights and SAS, April 2016.

2  2019 State of Customer Journey Management & CX Measurement, Pointillist, Feb 2020.

3 2019 State of Customer Journey Management & CX Measurement, Pointillist, Feb 2020.