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Delivering quality customer experience (CX) is more important than ever. According to recent CMSWire research, 50% of organizations consider delivering quality digital customer experiences extremely important to their business, a key initiative at the top of the list of their priorities.
Although CX insights are important to many teams within a company (from marketing to product), such insights are often siloed within customer success, customer experience or customer service teams. This is often the case when making CX initiatives the responsibility of a single department or team.
Everyone from executives on down benefit from CX insights but when data is siloed people miss out on applying critical customer feedback to their strategies. The reality is that CX insights impact every part of an organization, from product development to marketing to executive decision-making. “Siloed systems, technology integration challenges and/or fragmented customer data,” is a top digital customer experience challenge, according to CMSWire research.
Companies need to make a concentrated effort to remove these data siloes and allow insights to be available across the organization. Here’s why it matters and how companies can achieve this goal.
Breaking Down CX Data Siloes: Why It Matters
Customers don’t organize feedback based on who within an organization is asking, they share what is important to them at the moment. Which means that with silos you miss important sales or product info if customer support is collecting (but not sharing) the data.
Teams that operate in silos also miss out on key insights that could be used to improve their decision-making. When customer feedback isn’t shared across the company everyone misses out. Executives aren’t able to see or demonstrate the ROI of CX investments. Sales teams can’t understand why customers are reluctant to buy. Marketing teams miss their window to communicate the value of the features that customers love most. And product teams won’t hear about common usability complaints until it’s too late and customers have moved on to the competition.
Five Steps to Breaking Down Data Siloes
According to CMSWire research, 15% of organizations value the ability to better integrate or leverage solid customer data as their highest customer data management priority. If your organization is one of them, do you know where to start to make your CX insights actionable across the entire organization? Follow these steps.
Step 1: Secure Leadership Buy-in
Change can’t happen if CX insights are stuck within specific departments of the organization. Information must flow freely — both across departments and up to the leadership team. This starts with having leaders recognize the importance of customer feedback as a key business driver (and not just a box to check).
Senior leaders secure executive-level buy-in by positioning CX as a revenue driver. Make the business case between CX and other metrics, such as customer retention, product offering expansion and revenue growth. Executives should regularly review customer insights, and the relationship between CX metrics and company-wide KPIs should be a regular part of leadership performance evaluations. When leaders recognize the value of CX, they’ll be more able and willing to help break down data siloes across the organization.
Step 2: Assign a CX Champion
Even as organizations work to make information available across all departments, one department or team should spearhead this initiative. A CX champion oversees customer insight distribution across the company, making sure feedback gets to the right teams at the right time, while acting as a bridge between departments. Your CX champion should be able to keep everyone aligned and prevent feedback from getting lost. An example of a valuable initiative led by the CX champion could be a cross departmental CX governance council.
Step 3: Identify Each Department’s Key Stakeholders
Each team inside a company benefits from CX data differently. For example, product teams need insights related to usability, feature requests and bugs. Marketing teams need any and all feedback related to messaging clarity, brand perception and product differentiation. Sales teams need to know what’s causing friction, along with the dealbreakers or decision drivers attached to each sale. Finally, support teams need real-time feedback to optimize support responses and minimize ticket volumes.
The CX champion might not know each department's specific needs, but their key stakeholders will. By identifying key stakeholders and delivering feedback customized to their needs, CX insights become more relevant for each team.
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Step 4: Establish Your Single Source of Truth
Data needs to be accessible. Customer feedback needs to live in a centralized location — not scattered across emails, spreadsheets or unconnected dashboards. Establishing a single source of truth for CX data starts with implementing a Voice of the Customer (VoC) platform to unify all data, followed by standardizing feedback categories that make analysis easier.
Step 5: Standardize the Feedback Distribution Processes
A structured process prevents valuable feedback from getting lost in a sea of data. Once feedback has been standardized, feedback distribution processes should also be standardized. This makes feedback more accessible to everyone that needs it and enables them to take action.
Your CX champion should set up structured ways to distribute feedback. This can include sending out weekly or monthly CX reports that summarize key trends or setting up automated alerts for any urgent issues, creating dashboards that allow teams to track insights in real-time.
Conclusion
Companies are always on the lookout for ways to build more intuitive products, craft highly targeted marketing campaigns, convert more sales and boost customer retention. Making CX a company-wide priority and breaking down the siloes that keep customer data segregated will help companies deliver on these goals.
Are you ready to transform your CX strategy? Download “The Tech Company’s Blueprint to Leveling-Up Customer Experience” today.
Unless otherwise noted, all data taken from the 2025 State of Digital Customer Experience Report by CMSWire.
