September 21, 2017
by Carla Johnson
IT has certainly crept into marketing’s world, but there’s opportunity beyond just ‘martech.’ While marketers use technology to improve efficiency and effectively capture data about audience, some IT counterparts are going well beyond that.
At a CIO Perspectives event, Home Depot CIO Matt Carey talked about his “mission to create an interconnected retail experience.” The $80 billion retailer is pushing to transform the customer experience across all its channels, whether it’s in stores, in a person’s home, online or on a customer’s mobile device.
Carey had an excellent point that marketers should take to heart. They’re listening to what matters most to their customers and then building backwards to come up with the experiences. Instead of looking at these four different checkout situations through siloed teams, they’re looking at the entire checkout experience.
It’s new for IT to look at customer experience in its entirety. It’s also new for marketing to do the same.
What if…and here’s a big what if…we collaborated across all departments to create the experiences that mattered most to customers and then made them a seamless, consistent reality?
Are you interested in developing more seamless experiences for customers? Contact me and let’s talk about how we can help. You can also follow me on LinkedIn, and Twitter, and if you like what you see, Subscribe here for regular updates.
Photo credit: Flickr user 10ch
About Carla Johnson
Carla Johnson is a world-renowned storyteller, an entertaining speaker, and a prolific author.
Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action. Her work with Fortune 500 brands hasn’t gone unnoticed and the latest of her seven books, Experiences: The 7th Era of Marketing, sets the benchmark for a new era in marketing. Named one of the top 50 women in marketing and the chair of the ANA’s Business Marketing Association, Carla regularly challenges conventional thinking.
Today, Carla travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.