Posted August 10, 2017 by Bill McKenney
How well do you really know your customers? In many organizations, the answer depends on your role within your company. Are you sales-focused, with an eye toward understanding your customers through the conversations you’ve had with them? Or, are you a digital marketer with a keen understanding of customer’s online interactions? In today’s world, there is no doubt that digital interaction has significant importance. When it comes to digital, it’s not uncommon to have a team of sophisticated people, processes, and technology focused on understanding customers’ digital lives and behaviors. Sometimes this narrowed focus leaves out important, non-digital, “offline” information that collectively tells a much richer and more insightful customer picture – in turn promoting better communication and engagement.
Some examples of role-based bias:
In most cases, no team has the larger view of the customer – each views the customer according to their team’s goals, measurements, and perceptions of performance. Each has become a silo of understanding customer behavior. Each is valid but not necessarily complete or integrated.
So how can you dissolve those silos – digital or otherwise – that inhibit the higher performance and rewards that come with true collaboration? While the answer is multi-faceted, one often overlooked component is how well “front line” people are communicating with each other. Those most heavily invested in understanding the customer’s needs (sales, marketing, and customer service people) are often not on the same page.
What steps can you take?
Breaking down the digital and communications silos can be difficult, but these steps are a great start. The result can be a more insightful picture of your customer and a clearer visualization of the next steps in your digital journey.
The views expressed in this publication are solely those of the author and do not necessarily reflect the position or policy of DST Systems, Inc. or its affiliates, subsidiaries, joint ventures, officers, directors, or management.