Aligning Operational And Customer-Facing Functions To Improve Customer Engagement

Many B2B organizations have an incomplete picture of their post-sale customer journey due to misaligned operational functions and customer-facing teams. Antiquated operational systems don’t support modern needs for customer-centricity and data-informed customer actions. Despite common challenges, organizations must develop a closed-loop system to connect operational functions and customer engagement.

To avoid a potential disaster, B2B organizations must be able to see the critical drivers of the customer relationship whether they are owned by customer-facing or operational functions. Successful customer engagement depends on strong customer-facing and back-office technologies that work together to help the customer. In this report, we outline how customer engagement leaders should assess the ability of operational systems and processes to foster customer-centricity and best practices for alignment between customer-facing front-office applications and the back-office technologies and teams that support them.