As everything continues to become digital, think of your enterprise as a competing data processing system. This idea is contained within Yuval Noah Harari’s book, Home Deus.
As a marketer, I think a great deal about the customer, brand and promotion. However, when I want an answer to a question, or I am looking for a product or service, I reach for my 2nd brain (my smartphone).
The enterprise with the best data processing system is:
A) Going to be on page 1 of Google
B) Their website will engage my attention
C) If I want to find out more, their data processing system will engage with me and learn about my needs. It will communicate, follow-up and be there for me.
On this basis, don’t think ‘website’, ‘Search’, ‘CRM’, ‘Email’ etc. Instead, see it as a holistic integrated whole that delivers a better service than anyone else.
In order to achieve this, you need to learn continually as software never stays still. As systems, apps and services move into the cloud, there has been an explosion of options and alternative ways of serving the customer.
You can throw money at IT if you wish, but it is better to understand it first. Talk to people and ask questions about what they use, how they use it and where they bought it.
This article first appeared within my marketing ideas newsletter, which you can subscribe to here.