How silos impede customer-centricity
Having a customer-centric culture does not make your business customer-centric. Many factors will be behind this but the hardest one to tackle will be the customer communications silos that exist within your business. So why do customer communications silos impede customer-centricity? There are two ways to answer that question. The first is to look at it from the customer’s point of view. Starting with a B2C customer, or indeed prospective customer, they receive a lot of communications from you. In any given week they might watch your ad on television, hear your spokesperson on the radio, see your [...]