How Enterprise Silos Damage Brand Reputation
Picture this: You receive thousands of calls from customers who are unhappy with your company or product. Out of all those calls, you decide to pick up the phone less than 1 percent of the time. How successful will your brand continue to be with that type of poor customer service?
That was basically the situation with one of our clients prior to joining Sprinklr. Check out these numbers:
- 8,566 inbound comments, posts and private messages
- 1,247 (14 percent) were “negative”
- Only 19 “tell us more” responses from the brand, driving to traditional customer service channels
The above messages were sent to the brand’s Marketing and Customer Service Departments over the course of a month. When shown to a room full of wide-eyed executives, there was utter silence, short of two words: “Oh, no!”
That’s akin to not picking up your phone 99.78 percent of the time. Truth be told, most enterprise business units operate as silos. Each department tends to focus on its own KPIs, goals, problems, etc. So if a customer posts a complaint on Facebook (a channel usually handled by Marketing), customer service representatives (the ones who usually handle customer complaints) will never see that post. As a result, the problem goes unresolved and the customer (understandably) becomes agitated. Imagine that situation repeating itself thousands of times.
“Oh, no!” is definitely the right reaction, and the lesson here is clear: Disconnected business units (a.k.a. silos) without a unified brand view of the customer put the entire organization at financial and reputational risk.
So, what happened next? Our client, an international retail firm with 1,000 locations worldwide and more than $4 billion in annual revenue, had us turn on the full capacity of the Sprinklr social relationship infrastructure to:
- Manage collaboration to reduce email lag time
- Measure their new strategy to prove cost-effectiveness
- Free up resources by onboarding customer-care into social
The end result? No more “Oh, no!” due to an outmoded silo.
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