Despite how much we’ve been hearing about corporate data silos, they are still extremely prevalent in nearly every company. Data silos lead to poor customer experiences, wasted employee time, and all around frustration.
So what would our companies look like if our data actually worked together?
Improved User Experience
We have all had a bad experience with a company that made us jump through hoops, repeat our information over and over again, sent us irrelevant promotions, or generally made it seem that they did not value us as a customer.
These mishaps are often a result of data silos. When data doesn’t work together, we not only lose a lot of its value, but also end up with disjointed user experiences. On the other hand, when data does work together, we have the opportunity to delight customers in unexpected ways.
Take, for example, a personal experience I had with Overstock.com. I had ordered a bed from the online retailer and called them a few days later to ask a question about the delivery. The woman who answered my call didn’t ask me for a single piece of information, just “How can I help you?”. She already knew exactly who I was and what I had ordered.
Being so pleasantly surprised by the ease of this experience, I of course had to investigate. I asked her how she knew who I was, and she told me that their system automatically gave her my profile based on my phone number. This is a beautiful example of data working in perfect harmony.
Smarter Decision Making
We all measure how our email campaigns, paid search ads, and even support activities perform. But these activities don’t exist in isolation, so when we measure them in isolation, we only see a piece of the whole picture and we fail to see how one may influence the other.
The reality is that our email campaigns likely impact our support activities and vice versa. When we measure or segment users, it’s often helpful to take into account more than one type of data so that we understand how they can all contribute to our goals.
For example, you may want to measure if users who receive a customer success email campaign with links to documentation, like in the example below, end up submitting less support tickets.
Or, when qualifying leads for your sales team, you may want to take into account data from many different sources, such as which emails the lead has received, how many support tickets they have submitted, or how actively they have been using the product, so that you can provide your reps with the most sales-ready list possible.
Similarly, once leads start closing, you can measure if leads who submitted a support ticket or received a particular email closed faster than those who did not.
All of our data and systems can influence each other in countless ways, so getting them to work together helps companies make better decisions.
More Productive Teams
When you don’t have instant access to all the data you need to do your job, things get ugly. You waste time tracking data down or you make assumptions to fill in the blanks.
Putting relevant data in one place makes everyone more efficient, whether it’s a single support rep who’s trying to help a customer, or an entire marketing team measuring campaign effectiveness.
Putting It All Together
Right now, it can be very difficult, time consuming, expensive to get your data to work together. This is why, despite all the benefits, most companies, small and large, still struggle with this problem.
But we do have a piece of good news: Stay tuned, because Woopra will be launching an update to help companies achieve data harmony very soon!