Since you’re here on the Wootric blog, you probably already know that providing a high-quality experience to your customers is vital to your business.

You’ve heard people talk about CX becoming the key differentiator for brands in the coming years.

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You’ve watched brands in a variety of industries revamp their customer-facing operations to improve the consumer’s experience.

You may have even begun investing in improving your brand’s customer experience in a variety of different ways.

But, when it comes down to it, you still aren’t exactly sure if your efforts are paying off for the customer—or for your business.

Don’t worry, you’re not alone: According to a 2018 report from CustomerThink, only 30% of brands report experiencing enhanced differentiation or any other tangible benefit from their CX-related initiatives. Moreover, Oracle reports that only 43% of CX executives are highly confident in their organization’s preparedness and ability to provide an enhanced CX as time goes on.

While there are a number of reasons this is (which we’ll get to), the overarching takeaway is that improving the overall customer experience requires much more from an organization than most realize. In order for a company to make sustainable improvements to its CX—improvements that lead to tangible benefits for the business—a fundamental shift within the organization must occur.

This is where customer experience enablement comes in.

What is Customer Experience Enablement?

Customer experience enablement is an holistic approach to improving CX by making foundational changes to both customer-facing and internal processes within a company. It is worth noting that approach is sometimes known as customer experience management (CXM or CEM). So many acronyms!

Breaking that down a bit more, customer experience enablement (CXE) is all about:

1. Providing a branded experience that aligns with both the customer’s expectations and the experience the company intended the customer to have
2. Enabling teams and individual employees within an organization to provide this experience to the customer effectively and efficiently—so that the customer’s experience is equally as efficient throughout their buyer’s journey

As we mentioned above, it’s the second part of our breakdown that organizations often overlook. Unfortunately, this leads said companies into a situation in which they have a pretty good idea of what needs to be done to improve their CX—but are unable to actually put these initiatives into action in ways that benefit both the customer and the business.

That being said, let’s now dig into the key components of customer experience enablement—and why becoming more aligned with these components is essential to the growth of your business.

3 Key Components of Customer Experience Enablement

In the previous section, we broke down customer experience enablement into the customer-facing and internal sides of the same coin.

As you’ll see as you read through the rest of this article, the key components of CXE can touch on either side of this coin—and can sometimes touch on both at the same time, as well.

(If this is a bit confusing, don’t worry: It will start to make sense right away. We promise.)

Without further ado, let’s dig into the three key components of customer experience enablement.

1. Organizational Alignment

In order for an organization to become truly able to enhance the experience they provide their customers, everyone within the organization needs to be on board with the initiative.

Instill Ownership of CX Throughout Your Organization

In some cases, this is pretty obvious. Of course your marketing, sales, and support staff will be involved in CX-related initiatives; they do engage directly with the customer, after all.

In other cases, though, it can be a bit difficult to get certain team members on board. That is, it’s not exactly uncommon for teams that don’t interact with the customer (e.g., accounting, logistics, etc.) to overlook the role they play in the customer experience.

The thing is:

Your team needs to be willing to put in the effort required to improve your CX before they are able to do so. Or, more accurately, if your various teams aren’t willing to work toward improving your brand’s CX, it won’t matter if they’re able to or not: it’s just not going to happen.

Unfortunately, data collected by Adobe shows that a “lack of clear ownership of the customer…holds companies back from a true customer focus,” with nearly half of responding organizations denoting this as a problem.

Furthermore, Kapost’s 2016 B2B Benchmark report found that only 12% of B2B marketers believe that they’re “very effective at delivering a consistent customer experience.”

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The silver lining of all this is that, if you can instill ownership of the customer throughout your organization, you’ll be a step ahead of half of your competitors.

Communicate the Benefits of CX Ownership

Another area in which generating buy-in is vital to your CX-related initiatives is in proving the value of doing so to your company’s various stakeholders.

At this point, it’s important to frame the benefits of CXE in ways that matter to a specific team or individual. For example, marketing managers will likely care more about engagement metrics, while executives will be focused on revenues and profit margins of the potential initiative. For teams responsible for internal processes, this value likely comes in an ability to be more efficient in their duties, overall.

(Keep this all in mind, as we’ll talk a bit more about it toward the end of this post.)

Enabling Your Teams and Facilitating Ownership

Once you’ve generated buy-in throughout your organization, the next step is enabling all of your teams to actually play a more active role in creating a top-notch experience for your customers.

As CXE specialist Melissa Madian explains in an interview with Vision Critical, CXE is about enabling “revenue-generating and customer-facing teams with the processes, tools and training they need to help close business faster and deliver a superior customer experience.”

While “playing a more active role” can mean different things to different team members (and different organizations), the key to being able to do so is active, intentional, cross-team communication throughout a given organization.

For one thing, this means building avenues of communication between all teams—and breaking down any barriers to communication that may exist within your organization. In a literal sense, this may mean making it easier for your various teams to interact with each other (whether physically or via technology). More symbolically, this means breaking down silos and cutting through any red tape that may hinder communication between certain teams.

Secondly, you’ll need to actively facilitate and systematize internal communication processes (as opposed to just hoping it occurs organically simply because you’ve “enabled it”).

This may mean restructuring processes to include more of your team members as needed—with the focus remaining on the customer experience at all times. Again, even if a certain internal process doesn’t seem to impact CX all that much, your marketing, sales, and support teams might discover otherwise when an internal decision ends up causing chaos for your customers.

Going along with this, another way to facilitate and enhance internal communications is via knowledge management, specifically by making use of knowledge sharing and knowledge transferring systems. Doing so will allow various teams to stay apprised of the goings-on throughout your organization, and can also easily communicate vital information from their department to other teams as necessary.

To reiterate, the goal of this initial step toward customer experience enablement is to get your team members on board with your initiative—and to begin putting structures in place that allow all of your team members to pursue this initiative both individually and as a company.

Bluntly speaking, without this piece of the puzzle in place, it’s nearly impossible to accomplish what we’ll be discussing next.

2. Focus on Customer Intelligence and Other Valuable Data

The second key component of customer experience enablement revolves around the collection, assessment, and analysis of audience-related data.

To be sure, most modern organizations already know that big data plays a huge role in their CX-related initiatives and efforts. According to data collected by MarketingProfs, 40% of marketers say data is “critical to improved decision making,” while 36% say data “drives the ability to provide personalized experiences.”

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The problem, though, is that most organizations don’t feel fully equipped to actually put the data they collect to good use. Case in point, 61% of CMOs admit to shortcomings when it comes to using big data to make improvements to CX.

While Adobe’s data shows companies are adept at data hygiene-related processes (i.e., ensuring data is accurate and reliable), this is only a part of the equation. It’s in understanding the contextual meaning behind the data that causes issues for most companies. And, when it comes to data relating to the customer experience, context is key.

Collecting Customer Data that Matters

With the above in mind, your first order of business is to focus on uncovering the data that provides the most valuable and accurate insight into your customers’ expectations. This is where Voice of the Customer is huge: it’s all about digging into the specifics of what your customers want from your brand—and minimizing the potential for your customer-facing data to be taken completely out of context in the future.

It’s important to note, here, that customer experience—and, by extension, CXE—refers to all engagements that occur between your organization and your customers, whether pre-, post-, or during a given purchase.

By looking at a specific data point, metric, or piece of customer feedback with the customer’s journey in mind, you’ll add an extra layer of context to the data you collect and analyze. In turn, you’ll be able to tailor their experience with your company even further—making them more likely to stay loyal to your brand for some time to come.

(Again, we’ll get to that momentarily.)

Collecting Internal Data that Matters

Another data-related part of CXE is prioritizing customer-facing info that provides the most value to your company.

Essentially, this means focusing on data that refers to your most valuable and loyal customers, as well as your highest potential prospects. This will enable your team to start making CX-related improvements to get your high-value customers even more engaged with your brand. Needless to say, this will lead to nothing but good things for your business moving forward.

Speaking of making improvements to your customer experience…

3. Improvements to CX that Matter—and Last

Before we get too far into this last section, let’s quickly go over the aspects of CXE we’ve discussed thus far:

• Instilling a sense of ownership of the customer experience throughout your organization
• Enabling, facilitating, and enhancing cross-team communication and collaboration
• Becoming laser-focused on collecting and contextualizing customer data

Now, to be clear, all of these initiatives are done for one main reason:

To be able to make impactful and lasting improvements to your brand’s processes—in turn enhancing your brand’s overall customer experience.

As we said earlier, these improvements can manifest in any number of ways, such as:

• Streamlining transactional processes, making it easier for customers to receive the product or service they require quicker and with less downtime
• Improving onboarding processes, allowing customers to “hit the ground running” with your product or service—and maximizing the value they get out of it, as well
• Making iterative changes to your product or service based on customer feedback, ensuring your customers continue to receive more and more value from your brand over time

Notice that each hypothetical improvement listed above is tied to a specific target outcome focusing directly on the customer’s experience. At the risk of being redundant, that’s literally the point of customer experience enablement: to enable your team to provide a better experience to your customers.

CXE is also about making sustainable and long-lasting improvements to your processes, ensuring that you’ll be able to provide an enhanced experience to your customers not just once or twice, but from here on out.

This is why it’s essential for CXE to start at the foundational and systemic level of your organization: Skipping this crucial step could cause your team to revert back to the “old way” of doing things—rendering any gains you may have experienced in the meantime moot.

But, with a deep-seeded, evidence-backed understanding of all that goes into enhancing CX, your organization will understand the importance of adopting and integrating new CX-related processes into their daily operations.

While any temporary or superficial improvements made will likely not lead to any long-lasting benefits for your organization, those more systemic and strategic improvements can only lead to great things for your business.

First of all, the more enjoyable and valuable your CX in the eyes of your customer, the higher your customer satisfaction rate will climb. Of course, with this increase in customer satisfaction, you’ll also likely experience a boost in retention, advocacy, and acquisition, as well.

Additionally, as your organization becomes more acclimated with your CXE-related initiatives, your teams will become more proficient and efficient in completing their individual duties. More efficiency means less wasted resources—which, in turn, means more resources on-hand to reinvest into improving your CX even further.

Finally, we’d be remiss if we ignored the fact that effective customer experience enablement leads to massive profits for companies of all sizes.

The more value your customers receive from your brand, and the easier it is for your company to provide this value to them, the more money your company will make as time goes on.

It’s that simple.

Why do we love whom we love? It’s a question for the ages, unanswerable by poets, philosophers or songwriters. And yet, for some people, there are so many reasons why we love them. They make our lives better, share their expertise, uplift our spirits, and show profound generosity. This is a Valentine to those people, and more specifically those people who work in CX.

These authors, speakers, thought-leaders and dedicated customer experience professionals have all helped contribute to the widespread adoption of CX, not just as a strategy, but as a higher goal. They’re here, tirelessly working in every industry to make people’s lives just a bit easier, and a lot more joyful.

These are the CX experts we love, and we are happy to introduce you to them all.

If you’re on this list and you’d like for us to update your details, please send us a note.

Amy Etheridge

Why we love Amy: She’s head of Customer Advocacy at MindTouch. She was tapped to look after the customer experience as a whole as company growth accelerated. Her She is a customer journey expert whose analysis of customer feedback at key touchpoints has led to product and service enhancements that have delighted customers.

Angus Yang

Why we love Angus: He’s the Customer Experience Manager at Sendoso and prides himself in “helping people connect the old fashion way.” His responsibilities change on any given day but you’ll usually find him deep in conversation with a client, answering questions in the support queue, helping explain a new product feature they released, or onboarding clients for success. He’s a big believer in building relationships and is proud dad of Owen the corgi.

Annette Franz

Why we love Annette: She’s the Founder and CEO of CX Journey Inc. She has experience in both helping companies understand their employees and customers and identifying what drives retention, satisfaction, engagement, and the overall experience – so that, together, they can design a better experience for all constituents. She co-hosts the weekly #CXChat on Twitter, serves as an executive officer on the Board of Directors of the Customer Experience Professionals Association (CXPA), mentors other professionals in this field to help them advance their careers, and is a speaker and an avid writer.

Augie Ray

Why we love Augie: He’s the Sr. Director Analyst: Senior research analyst & executive advisor on Customer Experience at Gartner. He has had a rewarding career as both a thought and people leader. He has implemented successful CX, VoC, social media and marketing programs and led highly-engaged teams, both co-located and remote around the globe. People refer to him as an iconoclast, skeptic, and change agent for his desire to bypass hype, solve business issues, and exploit customer opportunities with speed, creativity, and collaboration. Plus, his Twitter feed!

Blake Morgan

Why we love Blake: She’s a self-described “customer experience futurist”, keynote speaker, author of More Is More: How the Best Companies Go Farther and Work Harder to Create Knock-Your-Socks-Off Customer Experiences, and host of The Modern Customer Podcast. She’s also a contributor to Forbes, the Harvard Business Review and Hemispheres Magazine.

Clare Muscutt

Why we love Clare: She’s a digital nomad, keynote speaker, Founder of CMXperience, and shares her personal thoughts and experiences on The CX Nomad. Having held a number of senior CX leadership roles in Marketing and Retail, across a number of sectors, working for and with some of the UK’s best known brands, Clare has finely tuned her expertise to educate and engage internal teams to design and deliver industry leading services, and create innovative solutions that deliver the desired results for her clients at pace.

Colin Shaw

Why we love Colin: He’s a keynote speaker, best-selling author of several books such as The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level, the CEO of Beyond Philosophy, and Co-Host of The Intuitive Customer Podcast. Also, LinkedIn has recognized him as one of the world’s Top 150 Business Influencers.

David Yin

Why we love David:  He’s VP of Customer Insights at Ancestry.com. A seasoned CX pro, David was with the Global Consumer Insights team at Clorox and Head of Global Research and Brand Strategy at Fitbit before joining the venerable family history and genomics company. He took a crawl, walk, run approach to building out his function at Ancestry, delivering early wins that built momentum and respect for the Voice of the Customer across the company.

Ellie Wu

Why we love Ellie: She’s a speaker, writer, and Senior Director of Customer Success at SAP Concur. Through hyper-growth SaaS companies, Ellie developed a fascination with the customer. Realizing the impact and the translated value for an organization, she created PictureCS (CliffsNotes for Customer Success Best Practices). She counsels leaders and teams responsible for customer outcomes by designing stronger organizations and guide cross-functional teams to leverage mutually beneficial opportunities with an advanced understanding of the customer journey, sales, product marketing, and operations.

Guneet Singh

Why we love Guneet: He’s Director of Customer Experience & Advocacy at Docusign where he leads the company’s NPS, customer advocacy, customer labs & customer research.  He uses state-of-the-art technology to retrieve and analyze customer data to boost the likelihood of delivering meaningful improvement in customer experience. Sharing this data is key to garnering support for change, he says: “There are journey points that need to be addressed. But if you don’t have hard facts attached to them … then your management team will [ignore these points].”

Jeanne Bliss

 Why we love Jeanne: She’s a speaker, best-selling author, most notably for Would You Do That to Your Mother?: The “Make Mom Proud” Standard for How to Treat Your Customers, a coach for Chief Customer Officers, host of the podcast The Human Duct Tape Show, and frequently writes articles on her site, Customer Bliss. And we probably haven’t even got everything covered.

Jeannie Walters

Why we love Jeannie: She’s a TEDx speaker, CEO and Chief Customer Experience Investigator at 360 Connext, trainer, workshop leader, consultant, and podcaster. Her specialty is connecting with audiences to help them emotionally connect with those they serve. It’s not as easy as we think and our brains work against us! Using humor, stories and her experience as a customer experience consultant, she uncovers what’s stopping your organization or association from really delivering great experiences.

Jessica Pfeifer

Why we love Jessica: We might be biased because she was Chief Customer Officer at Wootric, but she’d make our list even if she wasn’t. At InMoment, Jessica works with our phenomenal team to build a modern approach to enterprise customer feedback management. She guides our mid-market and enterprise customers by helping to solve complex problems and execute Voice of Customer strategy using machine learning. Her expert, consultative approach to customer experience gives her customers a competitive edge in the CX space. 

Joey Coleman

Why we love Joey: As a keynote speaker, workshop leader, and consultant, Joey helps businesses design creative ways to engage customers – especially in the crucial first 100 days of the customer lifecycle. As a professional speaker who has given thousands of speeches all over the world, he also works with a small number of private coaching clients to develop and hone their speaking skills. His book Never Lose a Customer Again discusses the 8 phases your customer has the potential to travel through as part of their customer journey and the 6 tools you can use during that journey to create remarkable experiences for your customers.

Kia Puhm

Why we love Kia: She’s the Founder and CEO of K!A CX Consulting. She has held chief positions in customer success, services, account management and support at companies such as: Oracle, Eloqua, Day Software (Adobe), Intelex Technologies, and Blueprint Software Systems. Kia has pioneered the art of Customer Experience by leading businesses through the transition to customer-centric organizations. Her methodology provides clients with a disciplined and sustainable approach to increasing customer lifetime value and loyalty. She also holds a Bachelor of Applied Science in Computer Engineering.

Maxie Schmidt

Why we love Maxie: She’s a keynote speaker, author, Principal Analyst at Forrester, and has a PhD in Business Management on Customer Care. She helps clients achieve smart profit growth through product and price optimization based on deep customer insights and has managed engagements and projects in a wide range of industries like telecommunication, retail, software, transportation, and high-tech.

Melinda Gonzalez

Why we love Melinda: She’s a Customer Experience Strategist with experience in Customer Success Management, Customer Experience Design, Voice of the Customer, and Customer Retention/Loyalty/Advocacy practices. She spent a decade at Salesforce and is now part of the incredible team at WeWork, bringing the Powered by We vision to life.

Rachel English

Why we love Rachel: She’s the Director of Customer Experience at Zuora. Rachel has built and led high-performing, thought-leading customer-focused teams. Through those experiences, and as a regular customer herself, she has developed a proven philosophy and methodology for creating Customer Success and honing an end-to-end Customer Experience. Rachel believes that companies and their customers are only truly successful together, and she understands the building blocks and the details needed to compound that effect.

Sandra Mathis

Why we love Sandra: She’s the Customer Experience Director and thought leader for Strong-Bridge Envision Consulting. She helps organizations and clients develop customer experience strategies, measurement programming, actioning of insights, and facilitate workshops focused on: customer journey mapping, employee engagement, to enable organizations to move the needle with customer experience adoption for higher customer loyalty and satisfaction.

Sarang Bhatt

Why we love Sarang: Sarang is an Account Executive at InMoment. His big heart, quick wit, and eye for process have made him besties with many a customer. “I learn a customer’s goals and what motivates them – why do they want implement a Voice of Customer Program? To reduce churn? Optimize their product or service? Knowing that enables me to anticipate their needs and present them with a plan that will give them success. The real transformative customer experience comes when you can answer the questions they don’t know they have. It’s in that moment that you win a customer for life.” His specialties are NPS, CES, CSAT and text analytics.

Shep Hyken

Why we love Shep: He’s the CAO (Chief Amazement Officer) of Shepard Presentations. He’s also a keynote speaker, Customer Service trainer, and the author of The Convenience Revolution: How to Deliver a Customer Service Experience that Disrupts the Competition and Creates Fierce Loyalty, among other best-selling books. In 2008 Shep was inducted into the National Speakers Association Hall of Fame speaker for lifetime achievement in the professional speaking industry.

Steven Van Belleghem

 Why we love Steven: He’s a keynote speaker, entrepreneur, author of four best-selling books, one of his most popular being Customers the Day After Tomorrow: How to Attract Customers in a World of AIs, Bots, and Automation. He is also Co-Founder of consultancy firm Nexxworks and the Co-Founder of content creation company Snackbytes. He is an investor in the AI startup Hello Customer and the fast-growing digital agency Intracto.

Sue Duris

Why we love Sue: She’s a speaker, writer, mentor, Director of Marketing at M4 Communications, and co-host of #CXChat, a weekly Twitter chat on customer experience and employee experience. She’s passionate about helping organizations differentiate and grow by coaching them to be customer-centric, advising them on their digital transformation initiatives, and collaborating with them to design omnichannel experiences that engage employees and deliver customer value. She’s also a diversity and inclusion advocate.

Venk Chandran

 Why we love Venk: He’s a customer-obsessed Director, Product Management at Salesforce.com who is an evangelist for the use of Customer Effort Score metric at SFDC and in the broader SaaS technology space. Venk uses CES and other customer metrics to monitor and improve the self-service customer experience at Salesforce. Bottomline, customers are his playbook.

Do you have a data silo problem?

• Do customers complain of having to explain everything about their business to sales, and then to customer success, and then again to customer support?
• Is customer support hearing about the same issues, over and over again, that aren’t being addressed by product?

Those are just two of the most frequent symptoms of data silos. Here are some more, reported to us by our friends at Segment.

• Inability to answer complex questions about your customer journey.
• Inability to quantify the impact of a given campaign against down-funnel, often offline conversations (like Salesforce lead status updates).
• Inability to affect targeting criteria in a given channel based on interactions that occurred in another (ie. you’re spamming users across channels when they’ve already converted or signaled their preferences in another.

What do all of these silo symptoms have in common? They all damage customer experience, and they all result from data not being shared between teams and departments.

Three main causes of data silos

Data silos are isolated islands where information sits, visible to just one or a few people. Usually, the cause of data silos isn’t some greedy information hog, unwilling to let anyone see his or her hoard of numbers. It’s nothing so Dickensian. Here are the main reasons they exist.

1. Structural

Businesses that have been around through multiple owners, leaders and ideologies typically have incompatible systems in place from various eras and incarnations. Older software or apps that haven’t been updated or replaced probably don’t play well with others. Whereas newer data collection and analysis programs have built-in capacities to share information with other apps, older systems don’t. Or, they don’t do it automatically. If no one is tasked with disseminating the information, it doesn’t get shared.

2. Social

Maybe teams aren’t rewarded for sharing, or required to share information. Or, maybe there is a data hoarding person or group who keep data to themselves to maintain a sense of power and control. But usually, it’s a case of ‘this is the way we’ve always done it’ resistance to change. Having a ‘silo mentality’ in your business makes it difficult or impossible to quickly spot opportunities and take advantage of them, because when information isn’t shared, you can’t make fast, informed, data-driven decisions.

3. Vendor lock-in

Maybe it’s not you, it’s them. The software vendors. Yes, even software-as-a-service applications can effectively ‘trap’ businesses within their platforms by requiring heavy investments in special training, or they may lack native integrations or an open API. In either case, they make it difficult to switch information over to other apps.

Breaking down these data silos requires a lot of effort and commitment. Structural causes require an overhaul of all or most of your existing systems; social causes may take a company-wide initiative to improve company culture; and vendor lock-in-related causes are, by nature, tricky to remedy.

So before we get into how to break down data silos, let’s look at why it’s worth all of the time, effort, and investment.

What you stand to gain by breaking silos down

One of the biggest threats data silos pose to companies is blocking customer success. Customer success depends on everyone in the company being aligned behind the same data-informed vision of the target customer – their needs, wants, challenges and desired outcomes.

But that alignment depends entirely on sharing information across the entire organization, not just once, but continuously, to facilitate collaboration between sales, marketing, customer success and customer service (at minimum). When customer-facing departments run entirely separately from each other, it’s the customers who pay the price.

When customers run into trouble, they have to repeat themselves as they’re bounced around from agent to agent.

If a loyal customer was unhappy with the last order, s/he will feel pestered and aggravated when a clueless sales rep tries to upsell them.

Of course, it’s not only customers who suffer – nobody benefits from data silos! A 2016 brief from Forrester observed the high rates of “misaligned performance metrics, lack of clarity around lead scoring (and definitions)” and other misunderstandings between marketing and sales that leaves “sales ops in the middle to make sense of the chaos.”

Another Forrester statistic is “less than 1% of leads in B2B ever become customers,” which means businesses are wasting money on marketing that doesn’t work, salespeople are wasting time on leads that will never convert, and – when you have data silos, marketers might not even know what they’re doing wrong.

With some types of data, sharing is even more important because so many departments stand to benefit from having easy access to it. Voice-of-customer data, for example, is a must-have for marketing (for testimonials, ad/sales page/email copy, content ideas), sales (for upsells), and product (to optimize features).

The bottom line is: Breaking down data silos is an absolute requirement of creating the customer-centric culture customers want and companies need.

How to break those silos

“A customer-centric culture should be the North Star and guiding principle for tearing down the silos [between marketing, sales, and customer service]… Before joining Salesforce, I spent 12 years running global engineering and also serving as a [chief marketing officer]. Silo busting was how I spent most of my time. I realized that I had to try to align different areas of the business, and the only way to do that was to silo-bust.”

– Vala Afshar, chief digital strategist at Salesforce

First, diagnose what is causing your silo problem using the 5 Whys cause and effect analysis.

The idea is to find the root cause of the surface problem. The surface problem, for example, might be that marketing isn’t qualifying leads before passing them on to sales. The reason for that might be that marketing isn’t sure what the success indicators are for leads who convert. The reason for that might be because that data is stopped up – it’s kept by sales.

We’re already at the third ‘why’ question and we’ve just gotten to the middle problem of the data silo.

The answers to ‘why’ #4 and ‘why’ #5 will reveal the core cause that’s creating the silo in the first place.

Why use the 5 Whys? Because you might find that a data silo isn’t the root of the problem, or that the reason for the silo isn’t what you think it is. There may, in fact, be an underlying issue that runs deeper than investing in a new data gathering and analysis program can fix.

Second, get management buy-in.

Once you’re armed with the problems the data silo creates, as well as a thorough understanding of the underlying issues contributing to those problems, take your findings to management. You’ll need total buy-in from the top to address those deeper issues and find a data-busting solution that works perfectly for your company.

To get that buy-in, you’ve got to present a strong case that freely shared information will help each individual department, and the entire organization, essentially offering them a unified vision. In addition to bringing up current problems free-flowing information can fix, also consider how it can aid your company’s long-term goals and department objectives.

Third, align behind your North Star (the customer)

It’s not going to be easy to change long-standing habits in your organization, so to do it successfully, you’ve got to have whole-company alignment behind the real purpose of your proposed changes: The customer.

Your customers will tell you what impact your changes are really having. But, you need a metric to track, so everyone can see that breaking down silos (and all the work and training that go into it) are worth the effort.

We call this a “North Star metric,” like Net Promoter Score (NPS). When you see NPS scores rise, proving that customers are indeed happier (so happy they’re willing to recommend you to a friend or colleague), it’s proof positive that what you’re doing makes a difference.

Fourth, find the right tools.

Better tools lead to better collaboration, and what you’ll want to look for are data gathering and analysis tools that integrate with your CRM software (which will also solve the vendor lock-in problem, if that’s the source of your silo).

This is going to be your “single source of truth” database. Salesforce is a perfect example.

It’s key to make sure that data is shared with various functional systems of record so everyone has what they need at their fingertips. At Wootric, for example, we sync customer/prospect data from our product, Intercom (for Success) and HubSpot (for Marketing) to Salesforce – and from the Wootric survey platform, we integrate with Slack, Intercom, Salesforce, and HubSpot.

For us, this means:

• The way we put NPS into Intercom so that if a customer reaches out about a conversation, someone can see the entire history of that customer.
• You could have a different conversation with a promoter than someone who ‘dinged you’ the last time – having that context shifts the conversation.

Segment Product Manager Chris Sperandio says customers come to his company for better alignment through data.

The key is the desire to align all of their departments around a shared customer context. The way they achieve this is ensuring each department’s tools are running on a common data set. This way, they can run more cohesive campaigns and they can operationalize their insights and predictions.

Fifth: Invest in cross-functional training – together.

Once you have diagnosed your core problems, obtained management buy-in, and choose a metric that measures progress, and have the right tools – it’s time to bring everyone together for training.

Not only will everyone need training on how to use the new tools, they’ll also need training on how they can best work together to create better customer experiences through sharing information. Silo-busting is a multi-team effort, but when teams have traditionally been kept separate and sovereign, it can be a challenge to build bridges and relationships.

Try hosting a meeting with everyone to establish a shared understanding of each team’s goals, challenges and pain points.

Then, have everyone get together to find areas where insights and abilities from one person can help another person with their challenges and goals.

Finally, have everyone fill out a “communication builder” questionnaire that asks:

• Basic contact information: phone/email/Slack etc.
• What is their job title/function?
• When and how do they prefer being contacted (ie. by phone before noon, or via email – but not available on weekends for immediate response).

This step sets up co-workers for success by setting expectations and letting everyone receive requests and information in the way that works best for them.

Alternately, you might consider creating a cross-functional “tiger team” who ‘owns’ the progress of the North Star metric (like NPS) and has a C-suite sponsor who helps them get things done.

Collaborative training is a good start, but will need to be nurtured over time as the human tendency is to fall back into familiar behavior patterns. To help break those patterns, you might even consider physically moving people so employees from different teams work next to each other, building relationships.

Should enterprises build their own customer feedback software? After all, they’ve got the engineering talent and resources to take it on.

If you’ve got the resources to do it, creating such tools can be tempting, but more often than not, these solutions are trouble to build and maintain.

Why Companies Choose to DIY

Forget “to be or not to be”.

For businesses facing software decisions, it comes down to “build vs buy”. It’s always a balance between finding immediate solutions to problems and considering long-term growth.

Here are a couple of the tempting advantages of building software solutions for yourself:

• “Anyway you want it, that’s the way you need it” – Journey

When you build something for yourself, it will solve all of your problems in exactly the way you wish. The dashboard will look exactly how you want it to look. The functions will pull from exactly the data you want it to pull from. If your business has specialized needs, a custom solution is functionally ideal.

• Guaranteed compatibility with everything you already use

Your company has a suite of software that it’s already using. When the data in one software can’t be read by your system of record, people end up typing notes in manually, or other time-consuming methods to get important information recorded for everyone else in the organization. Building software for yourself means you can guarantee compatibility with everything you already use, and if you think ahead enough, compatibility with software you intend to acquire.

Unfortunately, these benefits will only bring value if you can spread out the significant cost of building custom software (time, energy, and resources) over a large number of clients and your engineers’ time isn’t better spent on other projects. Let’s face it, a customer feedback solution for Customer Success/ Customer Support is unlikely to be a priority for your product team.

Building your own software is expensive and getting a high enough ROI on this kind of project is difficult. Add in the ongoing costs associated with maintaining what you’ve built and buying a solution becomes very appealing.

Why You Should Buy Customer Feedback Software

Besides being incredibly labor and resource intensive, trying to build a solution requires months and months of brainstorming, planning, and coding. If the in-house solution isn’t properly and thoroughly planned out, with input from multiple functional teams, this can actually create more headaches and manual processes in the long term. Even worse, if the tool does not add value to the employees that it was built for, it could go unused.

When it comes to surveying your customer base, experts have already thought out a vast number of details, building standard settings and customizable options based on best practices. There is a reason why customer feedback is a whole industry, and that is because rigorous methodology is paramount to actionable insight.

Customer feedback software creators like Wootric have developed and iterated a variety of features to make starting and running a robust feedback program convenient and valuable. These tools automate gathering feedback and surfacing insight, which can be sent out for action. Buying customer feedback software gets both immediate and long-term value out of a customer feedback program:

Automated Sampling

If you’ve ever gone through the trouble of listing out, segmenting, and randomly sampling your users/customers, you know how tedious this task can be.

Multi-channel survey solutions – that reach your customers via email, in web products, and via text – help you automatically survey the appropriate random sample to capture different segments of your customer base. You can get feedback from both decision-makers who do not log-in to the platform very often via email surveys, and feedback from daily end-users via in-app surveys.

Wootric’s standard settings allow you to survey your customers with two different methods. You can keep the flow of feedback constant and random, avoiding various biases that may sneak in if you are not aware of them. This method gives you a daily pulse of feedback, usually Net Promoter Score (NPS), which provides a good sense of user sentiment on any given day, and can show you trends over time.

You can also send surveys based on completion of different events. For example, you may want to send out a Customer Satisfaction (CSAT) survey after a support ticket is closed, or trigger a Customer Effort Score (CES) survey after a customer completes onboarding. Implementing these three micro-surveys at various customer journey touchpoints will get you a holistic “Trifecta view” of your accounts.

With both of these methods, you have the power to change the time frame dictating eligibility to take a survey and what percentage of users/visitors we sample, including the option to survey less than 1% of the customer base, if necessary.

Automated Safe Guard: Intelligent Throttle

It’s always important to have safety features. Customers are already inundated with information every day. You don’t want to add to that annoyance by sending the same survey to them over and over again in a short period of time.

Avoiding survey fatigue requires having separate controls for a slew of different situations that enterprise feedback software companies have thought out and prepared for. These include control over how often any individual will see a survey and how often individuals can respond to the same question.

For example, after one of your customers takes an in-app survey, that customer will not be shown another survey for another 90 days. You can change the number of days between surveys to suit your needs. You also have control over the number of days between surveys for people who decline your surveys.

All of these settings can be manipulated for each of the survey delivery channels that Wootric provides, as well as for each type of survey (i.e. NPS, CSAT, or CES) you choose to send. For Voice of the Customer programs using multiple delivery channels, Wootric has cross-channel safety features so customers don’t feel overwhelmed by your surveys popping up everywhere they turn.

If you decide to base your surveys off a triggering event, our survey throttle prevents customers from being bombarded with the same satisfaction survey in a short amount of time. While it is standard to have this throttle on, this can be overridden if you want every single triggering incident to fire off a new survey.

Auto-tagging and Segmentation for Insight

A Voice of the Customer feedback program doesn’t stop at just gathering feedback. The key to success is in the insight and action that happens after you’ve gathered customer feedback. If your engineers build a way to gather feedback but that data ends up sitting in a silo, unorganized, then you will never realize any value.

Tagging and segmentation features in enterprise customer feedback solutions aim to make sorting and analyzing survey responses easy and insightful.

Different customer segments will have different needs and therefore different feedback. The segmentation feature in software platforms like Wootric enables you to analyze customer experience KPIs like Net Promoter Score by customer properties. You can pass various properties, like geographic region, or persona, to drill down to specific segments and understand what’s important to your different types of customers.

Tagging is an incredibly powerful tool when it comes to dealing with qualitative feedback. Frequency analysis lifts trending topics out of customer comments, and various teams can find relevant feedback with a single click. 

For example, a product team can view all comments under a feature request tag and prioritize the most frequently requested ones from the highest-value customers.

Tagging can be done manually for companies receiving smaller quantities of responses. For companies overwhelmed with feedback, expertly built tools like Wootric can save you time and effort.

Check out our guide to auto-tagging for more benefits and ideas on how to start.

Integrations & Webhooks: Break Down Data Silos & Trigger Workflows

With native integrations and webhooks, you can achieve some of the same benefits of building your own software, i.e. automated workflows among platforms and a consolidated overview of important account information.

Switching back and forth between platforms disrupts workflow. With that in mind, Wootric has built a host of native integrations such as Slack, Salesforce, Gainsight, and Hubspot, to get customer feedback into the hands of those who can act on it like Customer Success, Product, Marketing & Sales. For other apps, Wootric can connect via incoming and outbound webhooks or Zapier.

This means you can push Wootric’s data out onto the platform of your choosing, and Wootric can listen for instructions to fire a survey based on events from whatever app you choose. The possibilities for data exchange are endless. Best of all, this sharing happens in real-time, so your information will always be up-to-date.

Spend Your Time Acting on Insight Immediately

When it comes to build versus buy, there is great peace of mind that comes with buying an enterprise feedback management platform. You’ll have experts guide you through the set-up, listening to your company’s specific needs. You can get started immediately, reaping the rewards of a stellar customer feedback program now, including higher customer retention, happiness, and company growth.