Ending the enduring legacy of data silos


“I understand what data syncing is, but why is it useful?” is something we hear all too often. Here’s how we try and explain it.

It should be that every time your business interacts with a customer, a piece of information is generated. This could be a phone call note, an invoice or a request for help from your customer. All common scenarios and, in most cases, all handled by different systems.

As our user community has grown, we’ve found that one way to consider the usefulness of syncing data is to think about all the places where a business interacts with customers.

  • The sales team are often using a CRM system (Dynamics, Salesforce, HubSpot, etc.)
  • The marketing team may be using email marketing (MailChimp, etc.)
  • The customer support team are typically using a helpdesk system (Zendesk, ServiceNow, etc.)
  • The finance team are likely to be using an accounting package to send and monitor invoices, debtors, etc. (Xero, etc.)
  • There may be collaboration software in use across the business, either to manage projects or just to maintain open communication channels (Jira, Slack, etc.)

That list just describes generic functions that most businesses have. It is quite likely that there will be some specialised software to support the primary function of your business. This could be point-of-sale software, manufacturing/control software, project management software, e-commerce, etc.

That’s a lot of places where there may be references to customers. When your sales team ring up a customer, they’ll want to know whether the customer has any outstanding complaints. When your accounts team need to follow-up with a query, they’ll want to know who is best to ring and ask. When your support team are working on open helpdesk tickets, it’s useful to know that the sales team have a big proposal submitted awaiting a decision.

This is where data syncing comes to the rescue. When I’m explaining the business value of Seamless, I often ask people to tell me all the different engagements their business may have with their own customers. I then ask what underlying system that interaction is recorded on. Typically, as we talk through these engagements, it becomes very evident how standalone silos of information are being built across the business.

Seamless is about making disparate silos of data disappear into the background. Staff across an organisation should all see the same information about customers (or orders or helpdesk incidents or … ) no matter which IT system they’re currently using.


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