Passing the Baton: Why Seamless Handoffs Are Key to Customer Experience

I recently heard someone say that a relay race can be won or lost at the baton handoff. A smooth pass keeps momentum, while a fumble—or, even worse, a dropped baton—can undo all the hard work, no matter how fast each runner is. In my years in Customer Experience, I’ve noticed that this principle applies just as much to the way we serve customers.

In any company, a customer’s journey often moves across multiple teams and departments, each with their own focus and priorities. But when these handoffs are poorly managed—when one department doesn’t communicate key customer details to the next—the customer ends up paying the price. We’ve all been there: calling customer service, explaining the issue in detail, only to be transferred to another agent and have to start all over. It’s frustrating, and it makes the company feel disjointed, or worse as though they don’t value our time. Customers don’t see—or care about—the internal structure of a business; to them, it’s one brand, and they expect it to feel that way.

I’ve seen similar issues arise when systems aren’t integrated, no matter how sophisticated the technology is. When one system can’t 'talk' to another, employees have to manually bridge the gap, which takes time, introduces errors, and creates delays that frustrate customers. I once ordered coffee capsules online, carefully entering my address, only to have them delivered to the wrong address because the ordering and logistics systems weren’t connected, and someone had to enter the address manually. Another time, I tried to return an online purchase made using PayPal to a physical store, only to be told they couldn’t process a refund because the online payment system wasn’t connected to their in-store system. These moments add up, making customers feel like they can’t trust the brand.

To build a consistent, seamless customer experience, smooth handoffs—between both teams and technology—are essential. By taking a closer look at the customer journey, we can uncover areas where handoffs are causing friction. When employees see customer needs as a shared responsibility, it opens the door to smoother transitions and more effective solutions. Likewise, when systems are integrated to transfer data seamlessly across platforms, both internally and with external partners, we can deliver a more cohesive experience. Collaborating with the IT team to prioritize key integration points can help ensure that the areas with the biggest impact on customer experience are addressed.

At the end of the day, great customer experiences aren’t just about speed and efficiency—they’re built on connection. When departments communicate well and systems work together, the baton passes smoothly, and customers feel valued, heard, and supported. That’s how we win the race in CX.

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