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Cross Organizational Collaboration: The Way to Improve Customer Experience?

Introduction to cross-organizational collaboration:

Let's understand the situation of collaboration of cross organizational with an example. Suppose you work as a sales executive in a Multinational e-commerce clothing brand. You receive 30% of the calls from customers who are unsatisfied with the product they received, pointing out the errors. What should you do in this case?

According to the dicta of your organization's cross-organizational collaboration, you must report the problem to the product manager with all the diverse points mentioned by the customers. On the contrary, the company will witness a high bounce rate if you do not collaborate with the concerned department's head.

A Forbes survey states that 87 per cent of the consumers who experience excellent customer service are more likely to purchase another product. However, on the other hand, 18% of the customers with poor consumer experience will increase your bounce rate. So now the question is, "should a multinational clothing brand focus on retaining those small chunks of the customers or stay happy because the majority is in their support?"

Most of you will say, No! Why not?
If that 18% clocks the number of 40% or 60%, now what?

You will suggest focusing on customer experience. But as we have heard a saying, "Prevention is better than cure," why not include cross-organizational infrastructure from the very start so that not even a single employee can miss the target? Keep yourself hooked to the article if you want to know more about cross-organizational collaboration and why it is the core of any company nowadays!

A quick fix to the query:

Starting from gazing the attention of customers via different mediums, payment information ways, retaining the customers, to after-sales service, there are numerous points of interaction in the customer journey. The development team must collaborate with the product team, and the product team must work in sync with the sales team. This is how the cross-functional organization's virtuous cycle goes on. Also Read: Project and Task Management

What is cross-organizational collaboration?

Individual teams organically collaborate bullishly. Your team shares objectives, standards, and occasionally even workstations. Cross-organizational collaboration (across roles, departments, or functions) is less likely to happen yet may be where your consumers need it the most.

Collaboration across organizations is essential for business innovation and giving your customers a great brand experience. A more satisfying and effective customer experience will result from quality and consistency across all departments.

A management strategy for bridging the gaps between the marketing, sales, product, customer success, human resource, engineering, and finance departments is referred to as cross-functional collaboration. All business units must communicate frequently and clearly in order for the culture of the company to function.

We no longer live in an epoch wherein departments can function isolatedly. Today, departments are not siloed. Rather, their structure is similar to the islands of Japan, which together form a nation. That is exactly what cross-organizational collaboration plans on doing.

Ways in which cross-organizational improves customer experience:

There is a genuine bona fide behind why we say customers are the king of any organization. Apart from all the digital marketing tactics, word-of-mouth remains a prominent marketing strategy. Moreover, in this section, you will learn more about enhancing customer experience via cross-functional organizational structure.

  • Diversity leads to innovation: We are all guilty of approaching issues from our own point of view and, thus, coming up with solutions that only consider a small portion of the situation. But from a different perspective, the same scene may appear very differently.

Teams frequently ignore process phases they may not have personally participated in when they fail to solicit input from other departments, which results in flaws that the customer finds.

Collaborating on a single issue with members from throughout the organization helps identify process issues and generates creative solutions that might not have been viable otherwise.

  • Challenge outdated practices: Customers' wants and expectations are changing quickly, as is well known. However, it would be absurd to expect every employee in your company to constantly be up to speed on all of these developments.

Cross-organizational collaboration offers a chance for new perspectives to examine your team's procedures, challenge what seems out of date, and provide suggestions for change.

  • Leave no stone unturned: Certain jobs are automatically the purview of a particular department, no questions asked. Others lack clarity. Cross-organizational meetings to evaluate departmental initiatives and goals can help minimize duplication of effort and missed opportunities.

At the very least, have your departmental executives attend. Making a list of every task at hand, ensuring it is specified precisely, and assigning it guarantees nothing is missed.

  • Standardize the way of interaction with customers: A collaborative culture should be developed from the top down. The entire company will follow if the leaders of your company promote and model collaboration.

Describe the responsibilities that each department is responsible for, how they may help one another more effectively and the typical challenges that other departments encounter.

The most efficient means of communication aren't always meetings and long email chains. Thanks to a knowledge-sharing platform.

A few strategies for cross-team collaboration:

  • Improved sales pitch: Product teams can provide the sales team with a thorough and accurate overview because they have a comprehensive understanding of the products. In the meantime, sales teams can utilize this data to develop tailored sales pitches around particular features and functionalities and market the products by illustrating use cases and emphasizing their advantages.

Several tactics for putting this collaboration into practice include:

  • Product managers participate in sales calls to gain firsthand knowledge of the procedure.
  • Product teams present to sales teams to inform and prepare them for new items.
  • Sales teams gather information about the leading causes of no sales.
  • Including sales teams in product and testing to get the customer's perspective.
  • Sales teams conduct market research on competitors to position products.
  • Encourage customer advocacy: Online reviews, testimonies, customer recommendations, and affiliate marketing are all examples of consumer advocacy.

One of the most acceptable methods to convert clients into promoters is to offer excellent customer service. When a customer has a single good encounter with customer service, 77% of them will refer the company to a friend.Customer advocacy increases brand recognition, offers social proof, and is essential for convincing customers to purchase your goods or service.


Customers anticipate a connected experience with your brand and a response from your company whenever (and wherever) they choose to contact you. Every team that interacts with customers must collaborate in order to manage the different ways that businesses today engage with their customers. We need to break the silos of all global organizations with the help of cross-organizational collaboration.


What is cross-organizational ownership?

When two organisations cooperate together on a project or business activity, this is referred to as cross-organizational ownership.

What is cross-company collaboration?

The alignment of teams, departments, and leaders in strategic planning, which enables all divisions of the organisation to work toward the same objective, is referred to as cross-company collaboration.

What is a cross-sectional team?

Cross-functional teams are collections of employees from many departments within a business, such as marketing, product, sales, and customer success.

Learn More about: Enterprise Workflow Automation and SharePoint Document Management

  • Kelly Ann
  • October 10, 2022
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