Editor’s note: Dave Carruthers is co-founder and CEO of Voxpopme, a video survey software company. 

As Google’s Eva Tsai said, “Understanding the customer really has to be ingrained in everyone’s day-to-day.”

So true, but how can cross-functional teams understand customers better? And not just the ones they interact with themselves.

Indeed, everyone can understand the customer in their corner of the world. For example, customer success managers understand their groups of clients. Tech support certainly talks to plenty of customers with problems. Even executives should understand their customers.

“When I talk with executives, they often don't leave the office or talk with customers," said Graham Kenny, managing director, Strategic Factors. As they say, it starts at the top. So, if executives don’t have an easy way to understand people, how can that happen across the organization?

To make cross-collaboration in a company a success at a basic level, it comes down to two things:

Let’s dive into each of those a bit here.

In the wrong culture, collaboration won’t happen. Instead, people hold on to silos, power struggles ensue and backstabbing meetings after meetings are common.

The right culture is undoubtedly a mix of leadership and the right people in the organization.

Ryan Barry, president of Zappi, said when he looks for team members today, he looks for these skill sets:

Ryan said leadership must create the spaces for teams to collaborate and work together.

Once the culture is in place, we must use the available resources well.

This certainly includes using the best market research tech stack for you but also includes efficient workflows. 

Evaluate the best workflows that help reach the best consumer insights to make business decisions.

As Joanna Lepore, strategic foresight lead at Mars Wrigley, said on “Reel Talk: The Customer Insights...