When it comes to creating excellent customer experiences, we talk a lot about the importance of breaking down organizational silos. These silos can be detrimental to a great customer experience because we need the entire organization working together, working in step, in order to consistently deliver on customers’ needs and expectations. But the question always remains – just how do we break down those silos? How do we overcome that silo mentality?
We realize there’s a lot behind that mentality, but one of the things that is critical to a culture of customer-centricity is the fact that, by definition, everyone needs to be focused on the same thing: the customer. When the organization is siloed, information is not shared, the cross-channel experience is a mess, and the organization as a whole is not really focused on the end game. The important thing to remember is that customer experience is not a department; it’s everyone’s job.
Breaking down silos requires that data and information flows freely across the organization, without any barriers. When those silos exist, a customer’s end-to-end experiences with the organization are fragmented and painful. One way to facilitate “everyone’s job” and to break down the silo mentality is through customer journey mapping. Stay with us a for a minute, and we’ll explain.
Customer journey mapping requires that you, as an organization, do four things:
1. Connect: After you plot the customer journey (from the customer’s perspective) to identify not only all the touchpoints along the customer relationship but also areas with potential issues, you’ll next connect the dots throughout the organization, as well. Which department handles which touchpoints? What processes, tools, people, etc. support each along the way? Who do we need to engage to move to the next step?
2. Collaborate: Once you’ve identified the key stakeholders, we need them to get together to fill in the details behind the scene. Collaboration is key here. It’s critical to the successful creation of the map, buy-in of the map and the entire process, and execution of the necessary actions once the map has been defined. In other words, collaboration is critical to a customer-centric organization. The map needs to be created in such a way, using a tool like Touchpoint Dashboard, to simplify and encourage collaboration.
3. Share: The map must be shared. Share the map and its findings with everyone. Not just executives and frontline managers but all employees. The entire organization must buy in to its contents and walk the talk.
4. Align: And finally, align the organization’s strategy and everything it does, everything every department does, around the customer journey. The map is the backbone of customer experience management. A good journey map is a catalyst for doing the right thing, not a conclusion.
Do any of those four actions sound like they are silo-based? Absolutely not! What do you think? Can a customer journey map help break down your silos?
Remember, a siloed organization means a siloed customer experience.