Created
September 01, 2022

Murray Grubb Jr, formerly of Oracle and currently with 8x8 Inc., told us that “businesses now understand that CX is the most important thing to their survival because there is little to no brand loyalty anymore.” 

The findings from the Glued Up report back that up, with 86 percent of over 200 decision-makers agreeing that great CX is a vital competitive differentiator.

50% of decision-makers reported that customer data often sits on
their CRM unused, and 44% feel that different departments were competing rather than collaborating on CX

Although often overlooked, the quality of CX that an organisation delivers directly reflects its internal functioning, priorities, and strategy. If your organisation is looking to improve its approach to CX, consider the following advice from experts who contributed to our report.

“It becomes less about individual agendas, and more about aligning to the customer agenda that we’re all trying to meet.”

tsb-customer-logo
Emma Stacey
Brand & Marketing Director

Every decision-maker in our survey – all 100 percent – felt that input on customer behaviours from customer service would be valuable, while a majority also welcomed input from product development (58 percent), marketing (56 percent), and operations (52 percent). Despite this, more than one in three participants in CX decision making (36 percent) “rarely” or “never” collaborate with those in marketing, product development, or sales.

As Claire Holden, Consumer Engagement Director at Ted Baker, previously at Adidas, notes, “Managing silos is especially tricky in organisations with global-local set-ups. From working in both global and local roles, I know that alignment between both is paramount for strategies and tactics to succeed.”

Internal disconnection was also the root of several of the most common issues that CX decision-makers highlighted in our research, including internal politics (31 percent), people sticking to their silos (29 percent), and poor internal communication (24 percent).

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Decision-makers should inform their strategy by speaking to stakeholders at every level of their organisation and identifying obstacles to collaboration. They must also ensure that KPIs don’t pit departments against each other, but rather position them to work collaboratively towards delivering the best possible CX. Claire concurs, suggesting that “having decision-makers involved as early as possible is key to understanding any barriers or hurdles that may exist, before getting too far down the line and those hurdles become blockers.”

Emma Stacey, Brand and Marketing Director at TSB, has found that placing the customer at the fore has naturally dissolved silos. “We are really starting to put the customer at the heart of everything and internal silos are naturally breaking down. It becomes less about individual agendas, and more about aligning to the customer agenda that we’re all trying to meet.”

1Adapt to meet developing customer needs

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2Make use of the latest technology

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3Focus on personalisation for differentiation

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