29 Kellogg Insight So what began as an interaction with a customer who called in to complain ulti - mately resulted in a $500 sale. But this seemingly serendipitous encounter was not, of course, serendipi - tous at all. The interaction only occurred because Nike’s customer service repre - sentative had access to relevant informa - tion about the customer and was able to look holistically at the customer’s needs at that moment and seamlessly switch from being a customer care representa - tive to a sales representative. It occurred, in other words, because the organization had adopted the “care is the new commerce” mindset. He adds, “In the future, by the way, this whole conversation would take place with a chatbot. You don’t even need a hu ma n being.” But organizations that want to transition to this new approach need to do much more than promote it as a mantra. For many, it will take a massive undertaking in three areas: creating a customer-data platform to get all customer data in one Based on insights from Mohan Sawhney