Breaking Corporate Silos – Making Customer Experience Work

Abstract

An essential part of any customer experience management strategy is providing a seamless experience. One of the roadblocks, often a recurring barrier, is the presence of silos. Many people see corporate silos as a function of the organisational structure. But that is only one part of the problem. Influencing siloed mindsets across the length and breadth of the organisation is probably a more significant challenge. The siloed structure and mindset together impact the culture of the organisation that, in turn, affects their quality of customer experience management. This chapter covers the essential aspects of understanding the meaning of silos, including a historical, cultural and organisational perspective on what creates silos. While silos are inevitable, their adverse consequences are not. This chapter provides directions on how to overcome the adverse aspects of silos, thereby enabling better management of customer experiences. Multiple examples, from a customer as well as an organisation point of view, are used to highlight this dimension. The chapter also covers the role of a leader in breaking a silo culture and enabling successful application of various strategies for customer experience management.

Citation

Banerjee, A. (2021), "Breaking Corporate Silos – Making Customer Experience Work", Popli, S. and Rishi, B. (Ed.) Crafting Customer Experience Strategy, Emerald Publishing Limited, Leeds, pp. 129-154. https://doi.org/10.1108/978-1-83909-710-220211008