Power has shifted from the organization to the individual. This is not a cliche. Between their smart devices and digital connections on social media, each person has more access to information than ever before.
Organizational structures determine resource allocation and coordinate decision making. Many structures were not created to manage the information that employees generate and share with one another, nor the information produced by their customers.
An optimized multi-channel customer experiences requires coordination between departements, executives, key stakeholders, as well as a decision-making process that integrates the digital information shared by employees and customers.
Mobile, social, and cloud-enabled technology catalyzes organizational values. Extremely positive or negative results related to a change or addition in technology have more to do with the culture than the technology.
To learn more about how organizational silos create disparate communication tactics that confuse or prevent customers from engaging the way they want check out these slides on Design for Cross-Channel Experience