Six common scenarios where your flawed processes and data silos are letting you down
Like most of us, my expectations for a seamless online experience are way higher than what I usually get. Maybe that’s because I’m a marketer—and I see the cracks. But one thing that consistently drives me nuts? Being asked for information I’ve already shared.
It’s like talking to someone who flips between being your BFF and acting like they’ve never met you—sometimes in the same conversation. Two sides of the same coin. And with every interaction, you’re left wondering which side you’ll get.
I experience this most often with forms—digital or paper—but it’s not just about forms. One recent experience got me thinking: how often do businesses unintentionally treat people like strangers, simply because of flawed processes or (data) immaturity?
Scenario #1: The Internal Transfer
A customer has identified themselves and explained what they need — but you have to transfer them to another department.
- How much of what they shared needs to be repeated?
- Does the next person know anything about their previous interaction?
Scenario #2: Promoting What They Already Bought
You email or advertise a product to someone who already purchased it or worse, for a better price.
- Are you showing customers content that’s irrelevant based on their purchase history?
- Is your marketing team siloed from your sales or product data?
Scenario #3: Asking for Info You Already Have
Your job application form asks the same question twice like about race and being a veteran, or the customer needs to provide their date of birth twice during the prescription pickup process.
- Do your employees feel confident — and supported — in flagging broken experiences to leadership?
- Are the cracks in your process starting to leak into the customer experience?
Scenario #4: Stuck in a Shallow Relationship
A repeat customer shows up again — online or in-person — but your team has no context or record of the last interaction.
- Are you logging key touchpoints across channels?
- Can your front-line team easily access recent activity or notes?
Scenario #5: The Stranger Danger Re-Targeting
You run retargeting ads or emails that completely ignore someone’s previous actions (e.g., completing a form, talking to sales, booking a demo).
- Are your campaigns personalized to reflect where someone is in the funnel?
- Or does every contact get treated like a cold lead and receive the same offering?
Scenario #6: Event Registration Déjà Vu
You ask someone to fill out a long form for an event they’ve attended historically, or you make them re-enter info despite being logged in.
- Are you recognizing returning attendees?
- Can you auto-fill or skip unnecessary steps for known contacts?
Final Thoughts
These moments create friction. They subtly erode trust. And they’re often symptoms of data silos, disconnected systems, or outdated processes. Companies dealing with these amnesia moments usually have deeper data struggles beneath the surface.
Bottom line? You need to start somewhere. Tackling a few easy wins can build momentum, earn internal support, and show customers you’re serious about creating a better experience. Then, take on the issues that are the most annoying — and the most costly — because of the experience they deliver.
The good news? These are fixable. But you can’t fix what you don’t notice. Try walking through your own customer journeys like a secret shopper. Review form flows, transfers, and outreach campaigns with fresh eyes. Ask your team: “Would I be frustrated here?”
So how does your company do? Are you staying on the BFF side of the coin — or leaving customers feeling like strangers?