Breaking down data silos is crucial for enhancing customer experience (CX), as most data remains isolated and underutilized, limiting its influence on customer interactions. Centralized data governance and merging operational with experience data are essential strategies for improving CX, yet many organizations lack a comprehensive data strategy and a centralized digital platform for data management. Effective data architecture and advanced enterprise search can help integrate disparate data sources, enabling companies to leverage machine learning for new insights. The XM Institute's framework, which combines operational data (objective business metrics) with experience data (customer attitudes and perceptions), can reveal hidden data and predict future trends. However, organizational challenges persist, as valuable insights often stem from unexpected sources, requiring leaders to reassess their assumptions and explore diverse data streams to solve business problems and create exceptional customer experiences.