How silos are preventing a seamless customer experience
It makes sense right? Structure your organisation into the parts that belong together. Digital with digital, direct customer contact channels with direct customer contact channels, mobile with mobile, web with web, silos within silos. But guess what? Your customers don’t care how your organisation is structured. At every touch point when they need something from you, all they want is to be helped, supported and valued.
A great customer experience rarely starts with “I’d like to help but..." yet so many companies delineate the experience they provide by
Traditional corporations, particularly large-scale service and manufacturing businesses are organized for efficiency. Or consistency. But not joy. Joy comes from surprise and connection and humanity and transparency and new - Seth Godin
Silos absolutely create efficiencies, however, research conducted all the way back in 2012 showed that the largest impediment to desirable customer experience was ‘silo mentality’. Observed in this research “People are tribal. Sales don’t like Marketing and vice versa. Operations think they do the real work, everyone hates Finance! People are naturally focused on their own department, their own problems, their own job and their own status”.
Design to overcome the silos
Here’s where customer experience design, user experience design and service design combine to cohesively and consistently bridge the silo divides by focussing on the human. Most practitioners have their own definitions of all of these terms. Google it. Hours of fun! For our purposes here, I’ll give you mine.
User Experience (UX) design is designing for a specific customer touch point — when a customer needs something from your product or service. A touch point is not a channel (like ‘website’ or ‘call centre’). It’s a moment in time when your customer interacts with you and you deliberately and thoughtfully design for that interaction. Still with me?
Customer experience (CX) design looks at the holistic journey a human goes on to achieve an outcome via your product or service. They come from somewhere, they go through a series of interactions and finish with their needs met (hopefully). CX is designing for all those micro needs no matter what the touch point and stitching it together to create a cohesive, consistent and positive experience.
Service Design supports the customer journey and the interaction touch points by deliberately and thoughtfully designing all the under pinning operational processes and systems to serve the customer. This ensures customers are never stranded in a “service crevasse” (
Know your customers, know your staff
Customers and staff are two sides of the same coin. Companies spend huge amounts investigating their customers’ experiences, yet very few spend the same on understanding their staff experience. The experience you provide your staff
The key to overcoming silos is to provide a common rallying point for all departments: the human beings using your products, your services and the staff who support them. Do the research, tell stories about what you see and in revealing the pains, you can find gains.
How have you applied UX, CX and Service Design in your organisational silos? I'd love to hear more.