"It gets dumber, actually." ARIA's voice practically rolled its eyes.
"The customer service team uses Zendesk. But Zendesk, poor thing, has no idea what the customer actually bought—because it can't see Shopify's data. So, when Karen calls screaming about her 'missing order,' the rep has to log into five different systems like some corporate archaeologist, digging for clues with a flashlight and a prayer."
My jaw clenched. I had this info sitting with me but had not used it until now.
"Meanwhile," she went on, savoring every flaw like a wine snob at a dive bar, "the analytics team is trying to track performance. But they need data from Shopify, QuickBooks, Google Analytics, Facebook Ads—none of which talk to each other unless you manually feed them warm milk and bedtime stories. It's tragic."
The inefficiency wasn't just bad. It was insulting.
