28 Kellogg Insight Now, no matter what you sell, you’re on the hook to deliver this kind of experience. “Your customer’s expectations are not being set by your industry. They are being set by the best of the best of the best,” says Mohan Sawhney, a clinical professor of marketing at Kellogg. So, across a range of industries, companies are responding. For the best of them, this is not just an effort to stay relevant to their customers, but to find new business opportunities as well. These companies are adopting a mentality that Mohan Sawhney describes as “care is the new commerce.” “What does ‘care is the new commerce’ mean? It is about eliminating artificial silos between marketing, sales, and customer service,” says Sawhney. “After all, a customer is a customer. They are not ‘marketing customers’ or ‘service customers.’” “Let me give you a scenario shared with me by the former chief digital officer at Nike,” Sawhney continues. “Nike has collected 290 million pro - files of customers. One of those customers tweets to Nike saying, ‘Hey, I’m running the Boston marathon on Monday. It’s Thursday and I’m in Florida, and I’m traveling to Boston, but my shoes haven’t arrived. I’m getting nervous.’ The representative at Nike responds, ‘I’m so sorry. We’ll expedite the order, but we notice that you’re living in Florida. And it’s projected to be 29 degrees when you run on Monday. Are you pre - pared with the right clothes?’ The customer says, ‘Well, I had no idea.’ The representative goes on to say, ‘Here are some layers and thermals that you might be interested in. We recommend a layering approach. Let me show you samples of what I think will work for you.’ The customer picks out a few, and the rep says, ‘We’ll put all this together. Tell us the hotel you’re staying at in Boston, and it will all be there for you in time for the marathon.’” Based on insights from Mohan Sawhney