Top Client Challenges: Unifying Organisational Silos Around the Customer

Written by Sophie

Towards the end of 2025, we shared the top five challenges new clients came to us with last year.

Over the next few weeks, we’re breaking each one down to explore why they’ve become such persistent challenges and how organisations can overcome them in practice.

We’re kicking things off with what is arguably the most common challenge we see: unifying organisational silos around the customer.

Every organisation we speak to cares about the customer, so why does customer experience so often feel fragmented?

Time and time again, we hear about:
❌ Different teams collecting different customer data
❌ VoC dashboards that haven’t kept pace with the business
❌ Insights that work locally, but don’t drive organisation-wide change
❌ Multiple versions of the truth

VoC programmes don’t start broken, they become siloed over time and this leads to:
❌ Teams pulling in different directions
❌ More debate and less action
❌ No shared view of what really matters

This isn’t a data problem, it’s an alignment problem and, with the right support, organisations can refocus on what matters most: the customer.

So how do organisations actually tackle this in practice?

When clients come to us with this challenge, we begin by:
✅ Bringing all key stakeholders into the conversation, not just the CX or VoC team
✅ Auditing existing data and insight to understand what’s already available
✅ Getting clarity on what different parts of the business need from VoC to make decisions

From there, we focus on creating consistency across the programme which means creating shared metrics, a common language and a clear framework for how insight should be used across the business.

Rather than rolling everything out at once, we typically start with a pilot to prove value quickly and then scale across teams, regions or business areas.

Crucially, alignment doesn’t mean everyone sees the same thing. We design role-based views, built on a business hierarchy, so teams get access to what’s relevant to them, while still contributing to a shared understanding of what matters most.

That’s how organisations move from fragmented insight to coordinated action, with everyone pulling in the same direction around the customer.