David Stallsmith, director, Perficient XD, recently wrote about organizational silos and how overemphasis on formal and informal structures can be detrimental to business.
In his Are Your Silos Showing? post at our Spark blog, David points out how the digital age has brought upon new expectations from customers and how organizations must adapt in order to deliver the best possible customer service:
At one time, it didn’t matter much if a company’s departments varied in how they did business with customers. Rarely would a customer interact with a company through multiple channels and departments. But the digital revolution has given us greater operational transparency, elevating customers’ expectations where consistency and seamlessness are concerned.
David then delivers three types of silos (departmental, data, and channel), and the means to master them, to help ensure customer experience success.
Creating better experiences often comes down to maintaining an outside-in point of view. This allows customer insight to penetrate and guide the organization. Seeing your brand from a customer’s vantage point can help prevent internal divisions and cultural differences from getting in the way of customer experience effectiveness.
