{"id":361320,"date":"2016-04-14T08:47:49","date_gmt":"2016-04-14T15:47:49","guid":{"rendered":"http:\/\/customerthink.com\/?p=361320"},"modified":"2017-12-14T00:10:13","modified_gmt":"2017-12-14T08:10:13","slug":"solving-system-silos-for-customer-experience-excellence","status":"publish","type":"post","link":"https:\/\/customerthink.com\/solving-system-silos-for-customer-experience-excellence\/","title":{"rendered":"Solving System Silos for Customer Experience Excellence"},"content":{"rendered":"
<\/a>The irony of technology is that it's often marketed as customer experience management<\/a>, yet it inevitably creates its own set of customer experience snafus. Examples I've heard recently include: "You'll have to log-in to our other site" or "That mobile app isn't available for the type of account you have" or "That went to the fax machine at our national site". Is it possible to prevent most of these customer experience hassles?<\/p>\n System silos are sure to grow like wildfire with the ongoing proliferation of platforms, portals, and apps to solve specific needs. This is good: competition promotes better performance (nicer features, fewer bugs, higher uptime, etc.). And at the same time, this is not good: proliferation introduces more places for your data to be stored, more user interfaces to learn, and more misunderstandings between suppliers and customers (red tape nuisances, mustering patience to understand the lack of logic, chasing things that fell into a black hole, and tiresome delays). <\/p>\n The diagram below illustrates how many brands provide a technology solution for various components of marketing. It’s not the number of brands, per se, that cause a challenge; it’s the number of business areas being automated and incompatibility of certain brands that increase complexity. The systems comprising the combination of all of these automation areas is referred to as a company’s marketing technology stack. Add to this the wide variety of technologies in use for order entry, billing, shipping, and other necessities for running a corporation, and the array of systems that need to talk to one another is truly overwhelming.<\/p>\n