It was such a long, cold winter that it sometimes seemed as if we would be perpetually buried under a mountain of snow. As soon as we’d shovelled ourselves out, we’d get hit with another avalanche of it.
I am clear that CRM, 1:1 Marketing and Customer Experience have failed to deliver on the promises made by professors/academics, authors/gurus, consultants and technology vendors. Why? Given the choice between changing our way of showing up and operating in the world or changing our words, almost all of us get busy learning-speaking a new vocabulary.
Peter Drucker once famously said that a business has only two functions: marketing and innovation. What he meant was that successful businesses create great products and sell them effectively. Everything else is secondary.
Customers are out-moving organization, creating a gap that has become the no.1 job for CEO’s to fill.
There is a growing divide between people and organizations. This is driven by the last forty years of societal change and the customers rapid adoption of new technology (link). The consequence is a change in how people make decisions (link) and more importantly; their demand patterns. Incumbents are now having to react to an expanding chasm of opportunities where a new generation of companies are taking advantage and disrupting existing industries.
Has digital technology really made us better off? While there are lots of impressive gadgets, the impact on our actual well-being has been surprisingly mild. In fact, by many measures, we’ve become worse off since personal computing took hold.
Success used to be simple. You got a good education, found a job with a solid firm, worked hard and saved. Then you raised your kids to do the same. If you did the right things, you weren’t guaranteed riches, but a decent life was nearly a sure thing.
The future isn’t what we thought it would be. We don’t walk around in silver suits, travel to colonies on Mars or drive in flying cars. Instead, we dress casual, take selfies and communicate in 140 characters.
Earlier this year, I was interviewed about what women want from digital technology. (Thanks to Robin Raskin, Maria Bailey, and the team at MommyTech TV for the interview!) I’ve studied the topic ever since my years heading up brand and strategy at Sony Electronics.
The modern world can be a dehumanizing place. Long gone is the sweet little old lady at the drugstore counter, replaced by big box retailers, brand logos and barcodes. We’re more often“handled” than serviced, calculated, rather than cared for.
In the second half of the 90s I was involved in consulting in the area of shared services. Being a sidekick I got to witness the sales pitch. What was the sales pitch? No human beings. Everything in the back office was subject to business rules. The business rules could be codified, programmed and back office work could be automated. No human necessary. Nirvana: 24/7/365 nirvana of efficiency guaranteed to deliver the same outcome each and every time.