According to Siebel Systems, Inc., San Mateo, Calif., “most organizations approach customers from an inside looking out perspective, rather than from the customers outside looking in perspective.”
Five major obstacles typically stand in the way of achieving this customer-centric orientation:
Information silos. Customer data is scattered throughout the organization in discrete area or “information silos” based on product or line of business. “This gives organizations a highly fragmented and incomplete view of their customers,” says Siebel.
Disconnected channels. In many organizations, information channels are not synchronized, which could result in a disjointed and unsatisfying customer experience.