Data silos often arise from organizational silos—when solutions are designed in isolation and not at the organization level with a common, coordinated goal.
It might seem to make sense for a marketing team to use different systems and processes than the customer service team, and for the product team to use another set of tools altogether. But when departments organize their data and their business processes like this, it creates challenges when the company tries to deliver an omnichannel customer experience.
Customers see a business as a singular entity and expect a consistent experience, no matter which department they are dealing with. When the marketing team's system doesn't share data with the customer service team's solution, the customer experience breaks down.
When businesses build data silos, they struggle to get accurate real-time analytics using data from multiple systems and cannot create a complete picture of the customer journey.