Most companies collect reams of information about customer sentiment, employee attitudes and broad market conditions—usually through very separately managed processes. Rob Markey, the global leader of Bain & Company's Customer Strategy & Marketing practice, said currently it is difficult for organizations to piece this sort of data together into cohesive insights that could guide product development, suggest changes for customer service or offer new sales insights. "Data about customers tends to exist in siloes across an organization. Payment behaviors might be tracked in a different place than someone’s service experience," Markey said.