Breaking the Silos – Why Data Integration is the Next CX Frontier

In today’s contact centre landscape, data is everywhere — but it’s rarely connected. While organisations invest heavily in CX platforms, analytics tools, and CRM systems, many still struggle to unify the insights these systems generate. The result? Fragmented customer journeys, missed opportunities, and stalled innovation.

This blog explores why data integration is no longer a “nice to have” – it’s the next frontier for customer experience transformation. 

The Problem with Siloed Data

Contact centres generate vast amounts of data every day — from call transcripts and chat logs to customer feedback and agent performance metrics. But in many organisations, this data lives in silos. Marketing has its dashboards. Operations has its KPIs. CX teams have their own analytics. And none of them talk to each other.

The CCNNZ report highlights that “departmental silos and technology limitations are among the top five barriers to delivering better customer experiences — cited by 50% and 41% of respondents respectively.”*

This fragmentation leads to:

  • Inconsistent customer experiences across channels
  • Delayed decision-making due to lack of real-time insights
  • Redundant processes and duplicated efforts
  • Limited ability to personalise interactions or predict customer needs

Insights from the Executive Luncheon

This topic sparked one of the most engaged discussions at the table. Susannah (Digital Island) and Kate from Verint highlighted how “data silos are the hidden cost centres” in many organisations.

Key insights included:

  • A major bank shared how “siloed sales and service data” led to missed opportunities in loan conversion — a problem solved by integrating CRM and analytics platforms.
  • An insurer noted that “marketing, CX, and operations teams rarely share insights”, leading to duplicated efforts and inconsistent messaging.
  • The group agreed that “a single source of truth” is essential for enabling AI, improving decision-making, and delivering seamless omnichannel experiences.

Why Integration Matters More Than Ever

In a world where AI and automation are becoming central to CX strategies, data integration is the foundation.

Without unified data:

  • AI models lack the context to deliver accurate predictions
  • Automation workflows break down across disconnected systems
  • Customer insights remain shallow and reactive

Verint’s Data Hub approach offers a solution — enabling organisations to bring together structured and unstructured data from across the enterprise, and make it actionable in real time.

What Leading Organisations Are Doing

Forward-thinking contact centres are already making moves:

  • Integrating voice, chat, and email data to create unified customer profiles
  • Sharing CX insights with product and marketing teams to inform strategy
  • Using real-time analytics to guide agent interactions and improve outcomes

These organisations aren’t just improving CX — they’re driving revenue, reducing churn, and building competitive advantage. 

Final Thoughts

Data integration isn’t just a technical challenge — it’s a strategic imperative. As customer expectations rise and AI becomes more embedded in CX, organisations that break down silos will be the ones that lead.

*COPC, 2024 CCNNZ INDUSTRY RESEARCH REPORT