In many companies, there are departmental silos that slow down the success of B2B transactions. These isolated structures hinder consistent and personalized customer experiences. We will show you how to recognize and overcome these barriers.

Our goal: An organizational structure in which customer needs are at the center and influence every decision.

Identify the roadblocks: Breaking down silos for a complete customer view

The first step is to identify the biggest obstacles to a personalized customer approach. These often stem from isolated departments that do not share customer data, leading to an incomplete view of the customer journey.

We will provide you specific examples of how a lack of collaboration and real-time data leads to missed opportunities and inconsistent customer experiences.

Aligning processes with customer wishes

Our guide explains how you can overcome these hurdles by aligning organizational processes with customer expectations and breaking down traditional departmental boundaries. We introduce the concept of the "reverse Conway maneuver", which recommends redesigning structures to improve the flow of information and collaboration along the entire customer journey.

Align everything with the strategy

We emphasize the importance of aligning all parts of the organization to a comprehensive personalization strategy. This includes critically reviewing and adapting processes, structures and systems to support the goal of delivering personalized customer experiences.

Architecture for intentional personalization

Another step is to optimize the technical architecture to fully support the personalization strategy. We discuss building an architecture that enables the company to respond quickly to customer feedback, achieving a more effective and individualized customer approach.

Continuous improvement through iteration

Our guide emphasizes the importance of an iterative process - continuous improvement based on customer feedback and data. This process ensures that your organization remains flexible and can adapt to changing customer needs and market dynamics.

End-to-end data strategy and organizational transformation

Finally, we explain the strategic need to break down data silos and bring about organizational change through the reverse Conway maneuver. This approach fosters desired communication patterns and establishes a data-driven culture that thrives and benefits from shared insights and collaborative efforts to personalize the customer journey.

Your roadmap to excellent personalization

Using the strategies in our guide, your B2B company can develop a personalization strategy that creates individual experiences, increasing customer satisfaction, retention and revenue growth.

Identifying the "Roadblockers": Breaking Down Silos for a Unified Customer View

Our analysis begins by identifying the greatest barriers to customer-targeted personalization: organizational structures that segment customer insights into isolated areas.

This prevents a holistic view of the Customer Journey. We illustrate with concrete examples how a lack of collaboration across departmental boundaries and the absence of real-time data can lead to missed opportunities and inconsistent customer experiences.