Chances are you work for an organisation that considers itself “customer centric.” In 2025, most organisations have figured out that building experiences that put the customer first is one of the best ways to create lasting customer loyalty and earn repeat business.
Yet, despite healthy IT budgets pointed at various CX initiatives across sales, marketing, and customer service, the results don’t always follow. In fact, the latest Institute of Customer Service UK Customer Satisfaction Index (UKCSI) shows customer satisfaction is now at a 14-year low. Elsewhere, we see similar results. In the United States, the Forrester Customer Experience Index also sits at an all-time low. It shows nearly 40% of businesses included in the Index received lower average CX quality scores compared to a year ago.
So, what’s going on here? It turns out, the way many organisations allocate their CX investments creates siloed experiences that unintentionally do more harm than good. At TTEC Digital, I get to see up close how these silos can disrupt well-intentioned customer experience initiatives. Across an organisation, deeply entrenched organisational structures, segmented technology ownership and IT budgets, and siloed data make it hard to build the truly transformational experiences modern customers expect.
Unfortunately, the answer to this problem isn’t to simply invest in a better tech stack – at least not right away. First, an organisation must tear down the walls between each of its customer-facing departments to create an organisation truly capable of living up to its customer-centric mantra.
For this reason, change management needs to be a part of every customer experience transformation. Change management provides a structured approach to transitioning teams from their current siloed state to a more integrated future. By engaging stakeholders, communicating effectively between departments, and aligning strategies with customer needs, change management can unify internal efforts and optimize the overall customer experience.
Five change management strategies that break down organisational silos
Organisational silos arise when leaders prioritize their team goals at the expense of broader objectives.
This narrow focus can lead to communication gaps, as teams become isolated in their efforts. Targeted change management initiatives can help expand this focus and flip emphasis from internal operations to external customer perceptions. Here are five proven change management strategies to rewire your internal teams for greater customer-centricity.
1. Foster a unified CX vision. Before you even begin to consider technology, you need to have the right people – spanning marketing, sales, customer service, and more – on the same page about what CX should look like in your organisation. Visual exercises, like journey mapping, can help illustrate how each of the stakeholders in the room can contribute to a unified customer experience. Once you’ve established a shared vision, revisit that vision regularly to update it based on customer feedback and emerging market trends.
2. Define shared accountabilities. One tool l like to use for this goal is a RACI matrix (Responsible, Accountable, Consulted, and Informed). This can help clarify roles and responsibilities across joint efforts. Regular review meetings, including departmental read-outs, can help ensure progress toward shared CX goals.
3. Develop leaders across departments. Consider investing in cross-functional leadership or rotational personnel who can encourage more collaboration and a deeper understanding of how CX touches each department’s efforts. Appointing a central CX leader, like a chief customer officer, is often one of the best ways to see across departmental efforts, while also creating enough authority to step in and act when necessary.
4. Leverage data and implement regular CX alignment sessions. Your interaction data is one of the most valuable tools you have at your disposal when it comes to tracking CX implementation success. Create data visualization tools aimed at illustrating key CX metrics and trends. Then, prioritize regular alignment sessions with a focus on actionable insights, so that your hard-earned CX data actually gets used to inform collaborative CX solutions.
5. Establish clear governance and decision-making processes. Finally, implement a decision-making framework that includes regular, cross-departmental review meetings. Use tools like decision matrices to evaluate options and ensure that all relevant perspectives are considered. Document and communicate decisions and rationales to maintain transparency and buy-in from all departments.
Working toward a connected, united, future
In the wake of considerable CX tech stack investment over the last few years, siloed technology and siloed departments are two of the leading causes of inconsistent messaging, service delivery, and customer interactions. By starting with a few of the foundational strategies in this list, organisations can begin to break down silos and build up a customer-focused environment. Your customers – and your bottom line – will be glad you did, perhaps with AI helping out.
About Todd Tierney
Todd Tierney, Director of Strategy and Operations at TTEC Digital, is a seasoned customer experience professional with over 25 years of experience helping organisations navigate complex transitions and achieve strategic objectives. He has a proven track record of leading successful change initiatives across various industries, including retail, energy, and healthcare.