CUSTOMER JOURNEY TO NOWHERE: THE FUNNY SIDE OF CUSTOMER ENGAGEMENT

Marketers have more data, tools and technology than ever, and yet the customer experience still falls flat so often. Tom Fishburne has drawn a weekly marketing cartoon as the Marketoonist for over 20 years, and his career started in Prague, selling ads for a magazine that let beer companies pay in beer. In this talk he looks at why the newest tools so often pull us away from what customers actually need.

You'll learn the four forms of modern marketing myopia: chasing every new technology, seeing customers only as points on a purchase funnel, personalization that turns creepy, and organizational silos. Tom illustrates each with his cartoons and a brand that got it right, from Red Roof hotels and Charmin's SitOrSquat app to Bloom & Wild and Singapore's DBS Bank. He also explains why humor is one of the strongest tools for getting past the myopia.