Tackling data silos that obstruct CX, and three other customer buzz kills that cloud and omnichannel eliminate.


EDITED 01.14.24

Customer experience leaders strive for operational efficiency, effective IT environments and cost reductions as they navigate license and infrastructure costs, volume fluctuations and siloed data, according to Karl Walder, Oigo CX.

"Moving to a cloud contact center eliminates upfront infrastructure and fixed license costs, while guaranteeing scalability. More importantly, it reduces silos and sets up the foundation to deliver better customer experiences with omnichannel and analytics," he said.

Data silos, so-called "isolated islands of data" are common in contact centers where data is distributed across disparate cloud, legacy and hybrid solutions.

Siloed data keeps IT teams from delivering value to core business.

Contact centers spend considerable resources collecting data to improve customer experience, but often the data can't be acted on because it's fragmented across silos.

"The reality is that as data becomes more fragmented, enterprises need to take a hard look at centralizing its management," according to Information Week.

"Any business that is unable to make data-driven decisions based on high-quality data will lose its competitive advantage," CMS Wire wrote.

Non-standardized contact centers, using multiple applications in support of omnichannel and motley IT platforms are expensive from security, support and training perspectives.

IT departments should be focusing on realizing data value, software development and differentiating the business for target markets.

"But before they can even begin to understand operational performance, they lose time and bloat budgets, performing non-differentiating activities, aggregating data across silos," Walder said.

Centers "don't have a systematic approach for aggregating...data into a single source of truth so that managers can make sense of it," and commonly "operations managers simply do not know what to do with analytics," according to McKinsey.

"Moving to a unified, scalable cloud contact center platform reduces silos because your data is organically aggregated each time a customer interaction occurs. It establishes the foundation for descriptive analytics and insight into the customer journey for sales, service or support requests," he said.

Understand the customer journey with seamless omnichannel integration.

Understanding the customer journey is key to creating seamless customer experiences. Contact interaction data is an essential building block.

The most successful contact centers use multiple channels to deliver seamless, consistent, personalized interactions across all channels and devices.

Seamless integration requires implementing analysis at all touchpoints with the target audience, then aligning and combining that information to avoid data silos, UC Today wrote.

"The emphasis is on seamless integration. Although multichannel and omnichannel are often used interchangeably, they are not the same. Multiple channels enabled by multiple platforms do not offer seamless customer experiences and are not truly omnichannel," said Walder.

"Future-ready" enterprises focus on customer experience and efficiency.

CX is the new business battleground and today's consumers expect curated cx. The basic foundation for delivering curated cx is a unified, scalable platform that tracks customer interaction across different channels.

"In preparing for the future...enterprises are embarking on a digital business transformation journey — often without any sense of where they are going." To become "future-ready" enterprises need to focus on "customer experience and operational efficiency," according to MIT Sloan Review.

CX requires AI, and AI requires "both high-quality data and an infrastructure that ensures data is always available. Without that foundation, we'll never reach the future," Information Week wrote.

Elaine Sarduy is a freelance writer and content developer @Listing Debuts