Silos Are Corny and Ruin Customer Experience – DMA2014 Speaker Says Get Rid of Them
If marketers want to ruin the customer experience, all they have to do is maintain silos and continue interdepartmental infighting regarding budgets and access to the C-suite, says Brenna Sniderman.
Speaking on Tuesday afternoon at DMA2014 in San Diego, the senior director of research at Forbes Insights summarized research she performed in association with Teradata. "Breaking Down Marketing Silos: The Key to Consistently Achieving Custoner Satisfaction and Improving Your Bottom Line" finds silos are "a major problem" that hurt customer experience.
About 74 percent of CMOs say marketing isn't integrated with the other departments. For some companies, the silos keep department so far apart from a seamless customer experience that they even have separate brand logos, Sniderman says. Sometimes departments are even incentivized toward short-term goals that damage the brand and hurt the customer experience.
Sniderman suggests marketers "change your focus" to being customer-centric, because customers buying from the company benefits everyone. Put successful customer experiences "above all else," Sniderman says, because customers only want to know, "Does this solve the problem that I have?"
Sniderman says marketers can break down silos when they:
- Maintain the consistency of their message
- Bridge the internal gaps
- Become customer-centric
- Change their focus
- Use data as a weapon. This actually may be the most important tip, Sniderman says.
Then integrate primarily with finance, then with human resources and IT, she says. Sniderman says IT may be resistant to cooperating for a couple reasons—the department houses the data and often deals with analytics, but either doesn't want to share the information or has to perform job duties to keep company technology running and doesn't have time for analytics.
Citrix dealt successfully with a situation in which originally, each group had its own manager. Now, Citrix has an "overlay" team that ultimately leaves the decision-making to one person. Integrating even the public relations team so Citrix could speak as "one voice," the company changed its outlook, according to a slide from Sniderman that bears a quote from Citrix CMO Steve Daheb.