Why Connected Customer Data is Key to Experience, According to Stacy Sherman, MBA. CSP®

In a recent LinkedIn post, Stacy Sherman, MBA. CSP® discusses a critical gap in how companies leverage customer feedback and highlights a strategic approach to bridging this divide. Sherman points out that despite gathering vast amounts of customer data, many organizations fail to translate this information into tangible improvements in customer experience, with a staggering 34% of feedback going unused. As Sherman states:

“Collecting data does not improve outcomes. Connecting insights across teams and systems does.”

Sherman’s post, drawing from themes at Adobe Summit 2026, emphasizes the desire of businesses to use AI, data, and automation to create customer experiences that are not just efficient but also deeply connected, relevant, and human. The core of her argument centers on a concept she terms “agentic orchestration.”

The Challenge of Disconnected Systems

According to Stacy Sherman, MBA. CSP®, the root of the problem lies in siloed information. When different departments operate with separate systems, they are privy to only a fraction of the customer’s journey. This leads to fragmented interactions that leave customers feeling misunderstood and undervalued.

Partial Information Leads to Poor Experiences

Sherman illustrates this point with several examples:

• Marketing may see a campaign click but miss a subsequent support issue.
• Sales might view an open opportunity but remain unaware of a recent service frustration.
• Service teams can see a complaint but lack context about a customer’s recent purchase.
• IT might address a system request without understanding the customer’s underlying emotion.

This lack of a unified view means customers often have to repeat themselves, receive irrelevant offers, or get solicitous messages immediately after a negative interaction. Sherman notes the significant financial impact of this disconnect, citing the IBM Institute for Business Value’s “Win the Moment” report, which found that disconnected systems create an average of $29 million a year in operational waste.

“That is why customers feel like your company does not know them.”

Agentic Orchestration: The Solution

Stacy Sherman, MBA. CSP® argues that the solution is not to implement more tools or advanced technologies, but rather to connect the existing customer information. Agentic orchestration, as she explains it, is about linking customer data so that the right message, offer, or response can be delivered at the opportune moment. This requires cross-functional collaboration, where teams like Marketing and IT plan together and agree on ownership of various touchpoints in the customer journey.

Measuring Success by Customer Feeling

Sherman challenges traditional metrics, suggesting that success should not solely be measured by campaign launches or integration completions. Instead, she proposes focusing on whether the customer perceives a more relevant message, receives a faster resolution, or experiences an easier next step. As Stacy Sherman, MBA. CSP® emphasizes:

“Success cannot be measured only by whether a campaign launched or an integration went live. It must be measured by whether the customer FEELS they received a more relevant message, a faster answer, or an easier next step.”

She reinforces this with her personal mantra, “Emotion IS the Experience℠.” To achieve this, Sherman advises businesses to bring cross-functional teams together to identify access barriers to crucial customer information, pinpoint areas where customers repeat themselves, and determine which interactions need adjustment based on the latest customer engagement.

The Tangible Benefits of Connected CX

The benefits of successfully implementing connected customer data are substantial, according to research cited by Sherman. Companies that excel in this area can expect:

• A 38% boost in customer lifetime value.
• A 12% lift in marketing ROI.
• A 7% reduction in customer acquisition costs.

Sherman concludes by reminding leaders that customers interact with a single entity, irrespective of internal organizational structures. Her advice is to ensure teams, systems, and data are aligned to create positive moments that drive repeat business and referrals, encapsulating this as “Doing CX Right℠.” She also points readers toward an IBM-Adobe report for further action steps.