Brian Solis's Blog, page 20
March 27, 2023
How to Cultivate Customer Empathy in Experience Design and Innovation – A Conversation with Janelle Estes UserTesting
In this episode of the Human Insight Podcast, futurist and best-selling author Brian Solis comes on the show to discuss the importance of observing and talking with your customers. This conversation with Janelle Estes was recorded live at The Human Insight Summit in New Orleans.
Producer’s note: Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you’re not around?
You think you know your customers, but you really have no idea–until you observe and talk to them!
Leveraging insights from each of their books and professional experiences, Brian and Janelle spoke about the parallels in their books and beliefs on powering customer-centric experiences.
Brian Solis, author of X: The Experience When Business Meets Design, joined Janelle Estes, UserTesting’s Chief Insights Officer and co-author of User Tested, met onstage in a fireside conversation at The Human Insights Summit last week in New Orleans to discuss the importance of customer understanding and empathy in an always-on world, and why today customer experience is your brand.
Solis is a world-renowned digital anthropologist, futurist, 8x best-selling author, and international keynote speaker. He has consistently been recognized as one of the world’s leading voices in innovation, business transformation, and leadership for over two decades.
Co-host Janelle Estes | @janelle_estes
Co-host Andy MacMillan | @apmacmillan
Producer Nathan Isaacs | @isaacsnd
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March 24, 2023
Why LifeSCALE Should Be On Your Spring Reading List
Spring Cleaning, @Pixabay, Pexels.com
via Drew Rossow, Hackernoon
SXSW was packed with tech, long lines, inclusivity and patriarchy smashing. But one of the most life affirming takeaways, indeed one of the conference’s most surprisingly mindful experiences, came from an unlikely source.
Brian Solis made his name as a digital anthropologist and futurist; he’s widely credited with shaping many market trends from the rise of Web 2.0 to startup acceleration to experience design to digital transformation and corporate innovatoin. But recently his career has evolved into something still more insightful than the sum of his research.
From Business Tech to HumanityIn previous years at Southby, Solis has spoken about experience innovation, why Silicon Valley is such a mess, and how we all got hooked like little lab rats on social media. This year, he zoomed in even further on the human condition to try to understand why our attention spans and concentration have fallen off the map, and what that means for those of us trying to reclaim a happy life in the social media age.
Before a book signing during his anticipated SXSW keynote, Solis celebrated the launch of a new book at an intimate venue, sponsored by Cobalt Robotics. He spoke with TechCrunch’s Editor-at-Large Josh Constine at the Eleanor in Austin’s Warehouse district. With more than 200 in attendance, Solis introduced his new book, Lifescale: How to Live a More Creative, Productive and Happy Life.
Ok Google, Why Can’t I Write This Book?The book is his eighth, but Solis says it’s his first personal venture. And it came about because he was trying to write a different book — -but hit a wall of “perpetual distraction” so hard he couldn’t get the job done. Taking a step back, Solis wondered what was wrong, why he was having such a hard time concentrating, and how that was connected to our increasingly tech-dominated lives. Being a researcher, he dug up the data. And Lifescale is a deep dive into what he discovered.
Ostensibly, Lifescale touches upon many familiar touchpoints of wellness:
Get plenty of quality sleepStart a mindfulness practiceRefresh your personal core values, your purpose and use them to define a more timely and personal vision and missionBut what’s astounding about this presentation is the sheer volume and quality of data Solis offers as supporting evidence of our need to pull back from multitasking and Pavlovian responses to our devices and Facebook accounts. Solis juxtaposes effective short-term hacks (like the Pomodoro technique) with a deeper exploration of our distraction problem and how to fix it for good.
The Call to Action is Coming From Inside the HouseSolis makes his case not from the point of view of a wellness guru, but rather a Silicon Valley veteran. He doesn’t give into the temptation to vilify technology with blanket judgments, instead using specific examples of how certain uses of technology are making us sick in certain ways, and what we can do to turn that around.
Along the way, Solis ventures from his usual business marketing territory into personal, even touching insights about what it means to be human and to live a life of fullness.
Lifescale also includes some revealing things about the strategies tech companies use to keep us hooked on their products. If Facebook’s approach to members and their data makes you uncomfortable, wait until you hear what Netflix’s CEO has to say about his viewers.
This is The Book You Can’t Get Out of Your HeadBrian is the Marie Kondo of your mind, body, and spirit for a modern era.
Solis’s points stuck with me. I kept thinking about them after all the SXSW dust had settled, and on the plane ride home it was my newly signed copy of Lifescale that I found myself devouring. As his previous talks indicated, there’s some kind of tension mounting between the Silicon Valley elite and people who are just trying to be people. With Lifescale, Solis has given us the knowledge to have power over our own awareness again. Put it on your spring reading list.
If you’re one of those people who started the new year by binge-watching Marie Kondo’s Tidying Up, consider this a spring cleaning for your consciousness. Yes, I say that with a straight face, Brian is the Marie Kondo of your mind, body, and spirit for a modern era.
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March 23, 2023
Futurist Keynote Speaker Brian Solis to Explore the Future of Marketing and Customer Experience at Digital Summit
Brian Solis will keynote Digital Summit in Phoenix on March 29th, 2023. Please click here to join him live!
The New Marketing Mindset: Marketing to the Customer of the Future, TodayA look back in history shows you just some of the technology revolutions that changed the course of how we shop, connect, and navigate life: Amazon, iTunes, iPhone, Instagram, Uber, TikTok, and now ChatGPT.
With each event, the course of customer behavior shifts, and along with it, expectations and preferences, and standards for amazing experiences.
What technology and behavioral trends are predicted to impact the way people live and work in the next few years?
Brian Solis is a world-renowned digital futurist, best-selling author, and international keynote speaker. He was worked with some of the most recognized and innovative companies around the world. During this opening session, Brian will help you feel more prepared to thoughtfully approach future industry changes and develop more authentic relationships with your audience.
After this session, you’ll be able to:
– Explore the trends that are redefining the marketing landscape, from a human perspective
– Walk away with a mindset shift on how to connect with customers today
– Make the connection between mindset and customer experience to spotlight the divide between current strategies and customer expectations and how to close them
Hope to see you in Arizona!
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Brian Solis Headlines Brand Week Istanbul: Being Human in the 21st Century
Brian Solis was invited to keynote Brand Week Istanbul on the world stage. Following is a short summary of his presentation by HABER TURK.
Translation via Google Translate
Being human in the 21st centuryBrian Solis was at Brand Week Istanbul World Stage with his presentation on the theme ‘Being Human in the Century’ in terms of brand experience.
Stating that we should think of brand experience as a personal experience in the 21st century, Solis says it is critical for brands to give people a sincere feeling and empathize with people in the digital world. In other words; It is essential to create a sense of “digital empathy” by uncovering the insight and commitment factors from technological innovations such as personalization, data integration, and artificial intelligence.
Brian Solis Yüzyılda İnsan Olmak’ temasını marka deneyimi açısından incelediği sunumuyla Brand Week Istanbul World Stage’deydi.
21’inci yüzyılda marka deneyimini kişisel bir deneyim olarak düşünmemiz gerektiğini söyleyen Solis’e göre, markaların dijital dünyada insana samimi bir his vermesi, kişiyle empati kurması oldukça kritik. Bir başka deyişle; kişiselleştirme, veri entegrasyonu, yapay zekâ gibi teknolojik inovasyonlardan içgörü ve bağlılık faktörlerini ortaya çıkararak bir “dijital empati” hissi oluşturulması elzem.
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March 22, 2023
CNN Türk: Şirketteki değişimi siz başlatın – You ignite the change within the company
I’m not sure how I missed this story, but wow! CNN Türk covered the release of one of my favorite research reports I published as a Principal Analyst, “The Digital Change Agent’s Manifesto.”
The research was conducted over years of studying digital transformation at companies including Coca-Cola, NFL, Starbucks, and Visa. The result was a guide to help digital executives find a path to gain support from the C-Suite and lead total transformation. Re-reading the report, the insights serve as a path forward in this accelerated digital-first world. It’s probably more timely today and perhaps worthy of its own book!
I’ve included a translated version below using Google Translate. Please let me know if you find any errors. I’ll also include the original Turkish version below…
Start the change in the companyCompanies such as Coca-Cola, Starbucks, Visa and NFL, which attach great importance to change, defined what ‘change leaders’ do. According to these companies, change leaders lead the organization to new opportunities and the future they dream of. If you want to be the leader of change within the organization, it’s time to take action!
Change leaders are indispensable pioneers of digital transformation in small and large organizations. But what are the changes required to become a change leader in your company? Of course, just a strong desire for change is not enough. Brian Solis, principal analyst and futurist at Altimeter, has spent five years studying the world’s biggest brands. Coca-Cola has released a report that includes highlights from meetings with senior officials from leading companies such as Samsung, Starbucks, Visa and the NFL. According to the report, change leaders have 10 common traits.
1. TAKE CHARGE OF FACILITATING CHANGE
The first seems to be the most obvious, but it is not. Of course, if you’re going to act as a change leader, you better be prepared to embrace the role. But remember this: the change leader does not change the company. Rather, it acts as a catalyst for the company to change itself. This is a critical difference.
2. WORK WITH OTHER CHANGE LEADERS
Change leaders are not just cowboys. You will need help changing it. Is this one of the ways to get help? To give. “Change leaders take on functions that are not visible on paper, such as data collector and storyteller, example creator, relationship builder and promoter, to drive the human dimensions of business and digital transformation,” Solis writes in the report.
3. LEARN TO SPEAK THE LANGUAGE OF TOP MANAGERS.
Change doesn’t happen often without the support and encouragement of seniors. However, senior managers speak a different language and have a different mindset than the company’s mid-level employees. To be successful, make sure you understand and adapt to that language: quarterly goals, return on investment, organizational structure, etc.
4. WIN ALLIES
‘Don’t limit your digital transformation efforts to one department,’ says Solis. “Your transformation efforts often require support and cross-functional resources for proper execution and finance.” This happens when the change is for the benefit of others in addition to yourself. “Effective change leaders are ambassadors of empowerment and participation,” says Solis.
5. PROMOTE DIGITAL LITERACY
Change leaders must learn how to succeed in the new digital world. But they must also help others acquire the same skills. And order matters: Emery Skolfield, Foot Locker’s VP of Global Digital Marketing, said, “Education comes before day-to-day change advocacy” he says.
6. BUILD A ROADMAP OF DIGITAL TRANSFORMATION
Winners do not win by mere desire. Winners win by planning the work and then executing the plan. To balance short-term goals with long-term strategy, Solis recommends local pilot projects that can be done quickly and inexpensively. The experience gained can then be applied on a large scale.
7. LINK DIGITAL TRANSFORMATION EFFORTS TO BUSINESS AND INDIVIDUAL GOALS
No organization will change just to have changed. Change is difficult and expensive, and therefore change must serve the core goals of the organization. “In the end, you need to know what you want to achieve and why,” says Shiv Singh, Visa’s SVP of Innovation and Strategic Partnerships. “Digitalization is not enough for the sake of digitalization.”
8. SET MEASUREMENT CRITERIA AND MILESTONES
For similar reasons, change leaders should define success measurement criteria and milestones. All digital transformation has to be measured in terms of return on investment, Solis says. After all, businesses do business to make a profit.
9. ADVOCATE FOR EVERYONE’S OPINION
A change leader’s first lesson: it’s not about your personality. Second? We are smarter than just one of us if we all come together. Solis says, ‘Digital change leaders must play an important role in mainstreaming idea generation at all levels so that many ideas for digital transformation can be heard and used regardless of where the idea came from.’ says. “More importantly, change leaders must persuade managers so that the best ideas can be applied to formal pilot programs.”
10. TAKE ADVANTAGE OF YOUR NATURAL STRENGTHS
There’s a reason you’re a change leader. Maybe you naturally always look forward. Perhaps you are deeply concerned with the goals and success of your organization. Maybe you are a natural team builder. All change leaders are self-motivated. Some are introverts, some are extroverts. According to Solis, some find comfort in chaos, others seek to establish new organizational structure. Regardless, change leaders “don’t give up unless they are convinced that true innovation is not possible without serious compromise,” he says.
BEING A CHANGE LEADER CAN BE TOUGH, BUT THE REWARDS ARE HUGE.“Being a change leader is in your DNA, you have to be resilient and you shouldn’t worry too much about tipping,” says Julie Bowerman, Coca-Cola’s Vice President of Global E-commerce. “You can’t teach that: it’s about who you are. You’re an optimist who enjoys opportunities and doesn’t get bored when you’re stuck.” So it may be time to stop being shy and change something!
The Digital Change Agent’s Manifesto by Brian Solis from Brian Solis Şirketteki değişimi siz başlatın
via CNN TÜRK
Değişime çok önem veren Coca-Cola, Starbucks, Visa ve NFL gibi şirketler ‘değişim liderleri’nin neler yaptıklarını tanımladı. Bu şirketlere göre değişim liderleri organizasyonu yeni fırsatlara ve hayal ettikleri geleceğe yönlendiriyor. Siz de değişimin kurum içindeki lideri olmak istiyorsanız, harekete geçme zamanı!
Değişim liderleri, küçük ve büyük organizasyonlarda dijital dönüşümün vazgeçilmez öncüleridir. Ancak şirketinizde bir değişim lideri olmak için gereken değişiklikler nelerdir? Tabii ki, sadece değişim için güçlü bir arzu yeterli değil. Altimeter’in ana analisti ve fütüristi olan Brian Solis, beş yıl boyunca dünyanın en büyük markalarını inceledi. Coca-Cola, Samsung, Starbucks, Visa ve NFL gibi önde gelen şirketlerin üst düzey yetkilileri ile görüşmelerinden öne çıkanları içeren bir rapor yayınladı. Rapora göre, değişim liderlerinin 10 ortak özelliği var.
1. DEĞİŞİMİ KOLAYLAŞTIRMA İŞİNİ SEVEREK ÜSTLENİN
Birincisi en açığı gibi gözüküyor, ancak değil. Elbette, bir değişim lideri olarak görev yapacaksanız, rolü kucaklamak için hazır olmanız daha iyi olur. Ancak şunu unutmayın: değişim lideri şirketi değiştirmez. Daha ziyade, şirketin kendisini değiştirmesi için bir katalizör görevi yapar. Bu kritik bir fark.
2. DİĞER DEĞİŞİM LİDERLERİYLE BİRLİKTE ÇALIŞIN
Değişim liderleri yalnız kovboylar değildir. Değiştirmek yardıma ihtiyacınız olacak. Bu yardımı almanın yollarından biri mi? Vermek. Solis, raporda, “Değişim liderleri, işin insani boyutlarını ve dijital dönüşümü yönlendirebilmek için veri toplayıcı ve hikayeci, örnek yaratıcı, ilişki kurucu ve destekleyici gibi kağıt üzerinde görünmeyen işlevler üstleniyor” şeklinde yazıyor.
3. EN ÜST DÜZEY YÖNETİCİLERİN DİLİNİ KONUŞMAYI ÖĞRENİN.
Değişim üst düzeyin destek ve teşviki olmadan pek sık gerçekleşmez. Ancak üst düzey yöneticiler şirketin orta seviye çalışanlarından farklı bir dil konuşur ve farklı bir zihniyet sahibi olurlar. Başarılı olmak için o dili anladığınızdan ve uyum sağladığınızdan emin olun: çeyrek hedefleri, yatırımın geri dönüşü, organizasyon yapısı vb.
4. MÜTTEFİK KAZANIN
Solis, ‘Dijital dönüşüm çabalarınızı bir departmanla sınırlı tutmayın’ diyor. “Dönüşüm çabalarınız çoğunlukla destek ve düzgün icra ve finans için çapraz işlevsel kaynaklara ihtiyaç duyar.” Bu, değişim kendinize ek olarak başkalarının da yararınaysa gerçekleşir. Solis, “Etkili değişim liderleri yetkilendirme ve katılımın büyükelçileridir” diyor.
5. DİJİTAL OKURYAZARLIĞI YAYGINLAŞTIRIN
Değişim liderleri yeni dijital dünyada nasıl başarılı olacaklarını öğrenmeli. Ancak aynı zamanda başkalarının da aynı becerileri edinmelerine yardımcı olmalılar. Ve sıralama önemlidir: Footy Locker’ın Global Dijital Pazarlama Başkan Yardımcısı Emery Skolfield, “Eğitim günübirlik değişim savunuculuğundan daha önce gelir.” diyor.
6. DİJİTAL DÖNÜŞÜMÜN YOL HARİTASINI OLUŞTURUN
Kazananlar salt arzu ederek kazanamazlar. Kazananlar, işi planlayarak kazanır ve daha sonra planı uygularlar. Kısa vadeli hedefleri uzun vadeli stratejiyle dengelemek için Solis, hızlı ve ucuz yapılabilen yerel pilot projeleri önermektedir. Edinilen deneyim daha sonra büyük ölçeklerde uygulanabilir.
7. DİJİTAL DÖNÜŞÜM ÇABALARINI İŞ HEDEFLERİNE VE BİREYLERİN HEDEFLERİYLE İLİŞKİLENDİRİN
Hiçbir organizasyon sırf değişmiş olmak için değişmeyecek. Değişim zor ve pahalıdır ve bu nedenle değişim kuruluşun temel hedeflerine hizmet etmelidir. Visa’nın Yenilikçilik ve Stratejik Ortaklıklar SVP’si Shiv Singh “Sonunda neyi, neden başarmak istediğinizi bilmeniz gerekiyor” diyor. “Dijitalleşme uğruna dijitalleşme yeterli değil.”
8. ÖLÇÜM KRİTERLERİNİ VE KİLOMETRE TAŞLARINI BELİRLEYİN
Benzer sebeplerden dolayı değişim liderleri başarı ölçüm kriterlerini ve kilometre taşlarını belirlemelidir. Solis, tüm dijital dönüşümün yatırımın geri dönüşüne bağlı olarak ölçülmek zorunda olduğunu söylüyor. Sonuçta, işletmeler kâr sağlamak için iş yapıyorlar.
9. HERKESTEN FİKİR ALINMASINI SAVUNUN
Bir değişim liderinin ilk dersi: konu sizin kişiliğinizle ilgili değil. İkinci? Hepimiz bir olursak sadece birimizden daha akıllıyız. Solis, ‘Dijital değişim liderleri, fikir üretmeyi her seviyeye yaygınlaştırmada önemli bir rol oynamalı, böylece dijital dönüşüm için pek çok fikir duyulabileceği gibi, fikrin nereden geldiğine bakılmaksızın kullanılması mümkün olur.’ diyor. ‘Daha da önemlisi, değişim liderleri, en iyi fikirlerin resmi pilot programlara uygulanabilmesi için yöneticileri ikna etmelidir.”
10. DOĞAL OLARAK SAHİP OLDUĞUNUZ GÜÇLÜ YANLARINIZDAN YARARLANIN
Değişim lideri olmanızın bir sebebi var. Belki doğal olarak hep ileriye bakıyorsunuz. Belki organizasyonunuzun hedefleri ve başarısıyla derinden ilgileniyorsunuz. Belki de doğal bir takım kurucusunuz. Tüm değişim liderleri öz motivasyonludur. Bazıları içe dönük, bazıları dışa dönüktür. Solis’e göre, bazıları kaosta rahatlığı buluyor, diğerleri yeni organizasyon yapısı kurma arayışında. Ne olursa olsun, değişim liderleri ” gerçek yeniliğin ciddi bir taviz vermeden mümkün olmadığına ikna olmadıkça vazgeçmez” diyor.
BİR DEĞİŞİM LİDERİ OLMAK ZOR OLABİLİR, ANCAK ÖDÜLÜ BÜYÜKCoca-Cola’nın Global E-ticaret Başkan Yardımcısı Julie Bowerman, “Değişim lideri olmak DNA’nızdadır, dayanıklı olmak zorundasınız ve devrilmeyle ilgili çok fazla endişelenmemelisiniz” diyor. “bunu öğretemezsiniz: bu sizin olduğunuz kişiyle ilgili. Fırsatların tadını çıkaran ve sıkıştığınızda sıkıntı yapmayan iyimser birisiniz.” Bu yüzden utangaçlığı bırakıp bir şeyler değiştirmenin zamanı gelmiş olabilir!
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March 21, 2023
Innovation Day: Brian Solis to Present to Leaders at the United Nations About Business Model (and Leadership) Innovation
Brian Solis will present to leaders at the United Nations as part of its Innovation Day on March 22nd, 2023.
Digitization vs. Digital Transformation: Rethinking business for a novel economyBrian Solis is a world-renowned digital analyst, futurist, and 8x best-selling author who’s been on the front lines of digital transformation and innovation for almost 30 years. He will share the human side of digital transformation and how we can use this moment to CTRL-ALT-DEL our perspective and mindset to unleash new possibilities and outcomes in this novel economy.
Innovation Day exposes United Nations staff to new ideas, processes, behaviours, and concepts. These briefings cover a wide variety of innovative and creative topics. They include internal briefings on innovation across the UN system, as well as briefings by external experts.
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Liderler için yol haritası – An Interview with FAST COMPANY Turkey About Becoming a Customer Company
I had the pleasure of speaking with M.Rauf Ates, founder of Fast Company Türkiye about research I helped lead with Harvard Business Review Analytical Services.
In this conversation, we explore how to become a customer company, beyond the lip service. The research offers 8 steps to give meaning to business, operational, and digital transformation as informed by Ethan Allen, Kellogg’s, Kimberley-Clark, and Pacific Life.
Below, I’ve included a translation using Google Translate. If you find errors, please let me know! I’ve also included the original text and a downloadable PDF.
Roadmap for leadersCustomer-oriented companies point to the fact that they put the customer at the center of the organization, which is great. Brian monitors customer behavior and trends; “I reverse engineer their journeys, touchpoints, services, and products,” he shared.
First of all, we need to start with the definition of customer experience. Customer experience refers to the sum total of a customer’s interactions with your company, how they feel about your brand at each stage and how your brand stays in their minds and how all those steps affect the experience holistically. Adding the suffix – means the customer’s experience, returning our view of the customer experience (CX) to theirs.
Companies that convert with customersA different angle on this issue is that customer-oriented companies take the customer into orbit and transform with the customer. These companies both empathize with their customers and understand them in a technological sense. They are also ready to serve customers when they are ready to participate. This means that companies need to put customer insights and engagement at the center of the organization.
However, recent research by Salesforce, sponsored by Harvard Business Review Analytic Services (HBRAS), found that only 15 percent of companies worldwide have a single (360 degree) view of customer data and the organizational structure needed to leverage those insights.
Being integrated with the customer!When I look at it like this, the three elements of being a customer-integrated company are as follows:
1. Empathy Culture:
Understand that the customer you are really trying to reach is not managers. Ensure the practice of both empathy and digital empathy.
2. Insight Culture: Become a data-driven insight organization. Focus on relevant 360-degree customer data and understand the customer with data-driven insights.
3. A Culture of Participation and Interaction: Sponsored
In our HBR research, we learned about two aspects of CX: insight and engagement. Organize customer touchpoints around insights and leverage both regular and digital engagement to deliver personalized, relevant, integrated and efficient experiences.
Roadmap of being focusedIntegrating with the customer is an endless process; is infinite. The customer will continue to transform, and so should we.
Here are eight steps that can help you build a customer-engaged company where data, insights, and engagement deliver competitive customer experiences:
1. Listen and observe your customers.
2. Set standards for the end-to-end customer experience.
3. Build a framework for turning data into actionable insights that drive customer success.
4. Connect all the dots with technology powered by artificial intelligence.
5. Establish a leadership committee responsible for customer experience and data integration to bring together 360-degree customer insights and engagement.
6. Decide which touchpoints are important, what needs to be fixed and what is missing
7. Develop so that every employee has skills in the CX area.
8. Give each employee autonomy to succeed in the eyes of your customers.
In our work with HBRAS, we focused on a few companies and aimed to document their journey to become a 360-degree, customer-integrated company. These include Ethan Allen, Kellogg’s, Kimberly-Clark Corp. and Pacific Life Insurance. In addition to the 1,100 executives questioned, the report also featured best practices implemented by those who should serve on the CX steering committee, and a Customer Experience Excellence Checklist.
Liderler için yol haritası
Müşteri odaklı şirketler, müşteriyi organizasyonun merkezine koyduklarına işaret ederler ki bu harikadır. Brian müşteri davranışlarını ve eğilimlerini takip eder; yolculuklarını, temas noktalarını, hizmetleri ve ürünleri ters mühendislikle incelerim. Öncelikle müşteri deneyiminin tanımından başlamak gerek. Müşteri deneyimi, bir müşterinin şirketinizle etkileşimlerinin toplamını, her aşamada markanız hakkında nasıl hissettiklerini ve markanızın akıllarında nasıl kaldığını ve tüm o adımların deneyimi bütünsel anlamda nasıl etkilediğini ifade eder. -nin ekini ekleyerek müşterinin deneyimi demek, müşteri deneyimine (CX) dair bakış açımızı, onların bakış açısına döndürür.
Müşteriyle dönüşen şirketlerBu konuya dair farklı bir açı da, müşteri odaklı şirketlerin müşteriyi yörüngesine aldığı ve müşteri ile birlikte dönüştüğüdür. Bu şirketler, müşterileri ile hem empati kurar hem onları teknolojik anlamda anlar. Aynı zamanda katılım göstermeye hazır olduklarında onlar da müşterilere hizmet sunmaya hazırdır. Bu da, şirketlerin müşteri içgörülerini ve katılımını organizasyonun merkezine koymaları gerektiği anlamına geliyor.
Ancak Salesforce’un Harvard Business Review Analytic Services (HBRAS) sponsorluğunda yürüttüğü son araştırmada görüldü ki, dünya çapındaki şirketlerin yalnızca yüzde 15’i müşteri verilerinin tek bir (360 derece) görünümüne ve bu içgörülerden yararlanmak için gereken organizasyon yapısına sahip.
Müşteriyle bütünleşik olmak!Böyle bakınca bana göre müşteri ile bütünleşik bir şirket olmanın üç unsuru şöyledir:
1. Empati Kültürü:
Gerçekten ulaşmaya çalıştığınız müşterinin yöneticiler olmadığını anlayın. Hem empatinin hem dijital empatinin uygulanmasını sağlayın.
2. İçgörü Kültürü: Veriye dayalı bir içgörü organizasyonu haline gelin. İlgili 360 derece müşteri verilerine odaklanın ve veriye dayalı içgörüler ile müşteriyi anlayın.
3. Katılım ve Etkileşim Kültürü: Sponsorlu
HBR araştırmamızda, CX’in içgörü ve katılım olmak üzere iki yönünü öğrendik. Müşteri temas noktalarını içgörüler çerçevesinde düzenleyin ve kişiselleştirilmiş, alakalı, entegre ve verimli deneyimler sunmak için hem normal hem de dijital etkileşimden yararlanın.
Odaklı olmanın yol haritasıMüşteriyle bütünleşmek sonu olmayan bir süreçtir; sonsuzdur. Müşteri dönüşmeye devam edecek, biz de dönüşmeliyiz.
Verilerin, içgörülerin ve katılımın rekabet avantajı yaratan müşteri deneyimleri sunduğu, müşteriyle bütünleşik bir şirket oluşturmanıza yardımcı olabilecek sekiz adımı şöyle sıralayabilirim:
1. Müşterilerinizi dinleyin ve gözlemleyin.
2. Uçtan uca müşteri deneyimi için standartlar belirleyin.
3. Verileri müşteri başarısını artıran, eyleme geçirilebilir içgörülere dönüştürmek için bir çerçeve oluşturun.
4. Yapay zeka ile desteklenen teknolojiyle tüm noktaları birleştirin.
5. 360 derece müşteri içgörülerini ve katılımını aynı noktada buluşturmak için müşteri deneyimi ve veri entegrasyonundan sorumlu liderlik komitesi oluşturun.
6. Hangi temas noktalarının önemli olduğuna, nelerin düzeltilmesi gerektiğine ve nelerin eksik olduğuna karar verin
7. Her çalışanın CX alanında becerilere sahip olması yönünde geliştirin.
8. Müşterilerinizin gözünde başarılı olmak için her çalışana otonomi sağlayın.
HBRAS ile yürüttüğümüz çalışmada birkaç şirkete odaklandık ve 360 derece, müşteriyle bütünleşik bir şirket haline gelme yolculuklarını belgelendirmeyi amaçladık. Bunlar arasında Ethan Allen, Kellogg’s, Kimberly-Clark Corp. ve Pacific Life Insurance gibi şirketler vardı. Raporda sorular yöneltilen bin 100 yöneticinin yanı sıra, CX yönlendirme komitesinde görev yapması gereken kişilerin hayata geçirdiği en iyi uygulamalara ve bir Müşteri Deneyimi Mükemmelliği Kontrol Listesi’ne de yer veriliyordu.
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March 17, 2023
Silicon: Technology Powering Business – Tech Trends in 2023
via Silicon: Technology Powering Business, According to Brian Solis…
Some companies are going to batten down the hatches and cut costs. Markets, though, will continue to evolve. Customers will continue to shop, make decisions, learn and exercise new behaviours, and gain new digital competencies. Competitiveness in this market becomes a matter of ‘digital Darwinism.’
To survive and thrive, businesses must adapt to the pace at which technology influences how society and technology evolves. And to do this, businesses need to be bolder, and wiser than their peers. Smart companies will reallocate resources to build the business of the future, today. Forward-looking executives will issue RFPs that seek vendor collaboration and solutions beyond immediate technological needs or basic automation. They will aim to develop customer-centred solutions that remove friction, effort, and emulate best-in-class experiences to compete.
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March 9, 2023
CX Network: The top customer experience influencers to follow in 2023
Via CX Network
CX Network is delighted to present its guide to the top customer experience influencers we believe you should follow in 2023.
Spanning five of the world’s six continents (only Antarctica is missing so far – watch this space!), our list includes CEOs, media personalities, CXOs and thought leaders, all of whom are making a significant impact in the world of customer experience by bringing innovation to their field and inspiring the next generation of CX leaders.
The top CX influencers to follow in 2023 profiles 50 people who we believe are the most influential in CX today. It highlights why you should follow them and includes links to our pick of their top blog posts, podcasts and interviews.
Brian Solis, the digital Darwinist
Few people can claim to have sat across from news anchor Katie Couric, basketball player Shaquille O’Neal and Smashing Pumpkins frontman Billy Corgan to quiz them about advances in technology, but Brian Solis can thanks to his popular online video series (r)evolution.
A student of anthropology, he coined the term “digital Darwinism” in a Washington Post article in 2011. Solis is also a regular international keynote speaker and the author of more than 60 research papers and eight best-selling books on digital transformation, CX, cognitive enterprise and human behavior, yet he somehow still finds the time to be a VP of global innovation at Salesforce.
Our pick of Brian Solis’ content:
Brian Solis on digital Darwinism and innovationPlease read the entire list for incredible people to learn from, at CX Network.
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March 8, 2023
What’s the Future of Business: 20 Updated WTF Lessons for a Hybrid World
What’s the Future of Business (WTF) by Brian Solis, Photo Credit: Guy Spier (Instagram), author of the Education of a Value Investor
After all of this time, I’m not sure how I missed this. My friend Juan Carlos Giraldo published a compilation of 20 highlights after re-reading, What’s the Future of Business (WTF): Changing the Way Businesses Create Experiences.
In the last few weeks, I’ve been hearing about digital and business leaders revisiting WTF or those coming across it for the very first time.
It all makes me smile!
Here’s a fun fact, WTF wasn’t on my roadmap of books to write. Following the End of Business as Usual, Shannon Vargo over at Wiley and I were working on X: The Experience When Business Meets Design. Shannon pointed out that the leap between the books was pretty significant. She suggested an ebook to serve as a bridge between them. I paused writing X, and went on to create WTF.
Here’s the progression…
End of Business: A new customer is emerging and here is how your business and leadership needs to transform.
WTF: Let’s examine the new digital- and mobile-first customer journeys to reimagine the “cluster funnel” and create something more dynamic, personal, and intuitive.
X: Experience design in a hybrid world is the next frontier. Here’s how to design unforgettable, personal, and meaningful experiences that rekindle customer relationships in a new world.
WTF’s research-based exploration of the new journey and moments of truth was so significant, the book went on to become a print title. My friends at Mekanism designed the book (as well as X), and here we are…
Here’s another fun fact. WTF and X are designed to emulate mobile apps on paper for a more intuitive read. The lessons of the book are designed into the reader’s UX to serve as a meta experience. We call them analog apps.
20 WTF Lessons for a Hybrid WorldIn no particular order of importance:
The Future of Business comes down to relevance and the ability to understand how technology affects decision making and behavior. The recognition of new opportunities and the ability to strategically adapt to them becomes a competitive advantage.
Humility is a gift and it’s needed in business now more than ever.
Just because a business is embracing new technology doesn’t mean that it is creating meaningful, productive, or measurable experiences.
Customer-centricity starts with recognizing that customer experiences are owned by the customers. This is why I refer to CX as the “customer’s experience.”
Experiences are the new “relationship.”
As people research, read reviews, tweets, and blog posts, ask and answer questions in communities, watch videos, and simply learn from the experiences of others, these moments of the truth require study and definition. Think, “TikTok made me buy it.”
The best brands consistently win in this increasingly important, “Ultimate Moment of Truth.” When a customer experiences the product, from purchase, to unboxing/usage, to service, and everything in between, they feel those experiences. When they share those experiences with others, the next potential customer might follow their lead…to or away from you. Your customer’s experience and what they say when you’re not in the room shouldn’t be a surprise. You have to design it for what you want them to experience and share.
79% of consumers say they use a smart phone to help make a decision. In addition, 70% of customers look at product reviews before making a purchase.
You might think that because you have strong SEO and a social presence on Facebook, Twitter, TikTok, Instagram, YouTube, that you’re doing what you need to. But chances are, your customers are discovering solutions in ways and places where you may not appear. You have to link key words and phrases to the places, content, and people customers discover when seeking and considering new solutions and outcomes.
People are going to talk, so give them something to talk about. That’s the opportunity you have if you focus on creating memorable and shareable experiences .
Digital influence is expanding beyond the boundaries of digital screens, impacting business decisions online and offline, especially in this new hybrid world.
Engagement is as much art as it science. Understanding the behavior of your connected consumer takes a working practice of the social sciences — from digital anthropology and psychology to sociology and ethnography”.
Great products and services contribute to loyalty. Great engagement inspires advocacy. Underestimating experiences says everything about how you value customers. You reap what you sow. Shared experiences, whether good or bad, are what you earn or deserve. Design for the experiences you want people to feel, remember, and share.
“The power of peer-to-peer influence is perhaps at its greatest potency. Peer-driven word of mouth has always held a powerful relationship between cause and effect. Now, influence is everywhere and it manifests in all forms content, across all platforms.
Social media is more about social science than technology.
The brands that survive this era of economic disruption will be the ones that are best able to evolve because they recognize the need and opportunity to do so, before their competitors. This is the right side of digital Darwinism.
The primary function of UX is the development of an architecture that creates delightful, emotional, and sensory experience in every touch point, not just the design, but the experience itself..
Disruptive technology is the ongoing innovations that emerge without expectation to introduce a new capability or solution that creates a market and value network at the expense of an existing market and value network.
Remember, growth and value creation is at the top of the list of priorities for most CEO. When you seek to innovate and transform and secure new resources, represent the voice of the customer and speak the language of the C-Suite.
Disruptive innovation represents a shift in behaviors and value creation.
BONUS CHAPTER: A Special Surprise for WTF ReadersWhat’s the Future of Business Bonus Chapter by Brian Solis from Brian Solis
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