Customer Silo

Data is wonderful but in and of itself, we know it can be useless. Data about our customers is very plentiful. Most customer data is very transactional.

When did they buy XYZ product and for how much? When did they call with a customer service question? Did they pay their bill on time? Did we get them off the phone fast enough? Did we spend too much time with them trying to help?

These transactions are very siloed by department. Sometimes we get an integrated view. Many times we do not. Insight about our customers suffers tremendously. Insight is the name of the game.

In the wonderful world of amazing customer experiences, we develop insights from transactions for the whole journey. Siloed interactions and those transactions are only useful in painting a picture of the whole experience.

What if they paid their bill on time but didn’t get great customer service when they had a problem? Does it matter how fast we answered the phone if they left the call frustrated?