A: A lot of companies still have problems with data silos. They have trouble bringing all their data to one place. And even if they do, they don't think in real-time, so it's difficult to capture real-time information at once across the multiple touchpoints. Even when companies do have all of their data in one place, it's still difficult to draw insights out. A lot of companies don't know what to do with the data so they end up doing basic segmentation, but beyond that, they don't know which customers typically fall under which phase. That makes it harder to understand the next steps to increase the conversion for each funnel.
To overcome these challenges, companies first need to start by implementing a data consolidation piece. For bigger companies, it's a heavier lift because they need to talk to the different teams who are using the different databases. So, it requires a lot of effort for companies who have their data scattered in different places. It requires talking across different teams and then selecting one tool that can actually bring all the data together.
Some companies don't feel the need to start using customer journey management tools — they might not know these things exist, they might not feel they're at that level yet or they might not think these tools will help them do the things that they want to do. Companies might say, "Oh, I want to do targeted marketing. When customer A finishes action A, I want to recommend action B right after that." This is more easily done when the company has finished their customer journey management analysis. But sometimes they might not think it's a required action before launching their targeted marketing campaigns.