Brian Solis's Blog, page 34
November 15, 2021
Shifting Strategy from Customer Experience to the Customer’s Experience
Jacqueline Munguía, Unsplash.com
Originally published at CMO Perspectives by Jessica Denny
The pandemic transformed us into a digital-first society, and now digital-first customers are driving total market transformation.
World-renowned digital anthropologist and futurist Brian Solis is Salesforce’s Global Innovation Evangelist. Recently, he led a CMO Club virtual roundtable about how the pandemic’s hyper-acceleration to digital substantially changed the opportunity to improve customer relationships. It starts by recalibrating our perspective and seeing the world through their experiences. In a digital-first world we meet our customers where they are and engage with them on their terms, in ways they expect. The value they feel in each touchpoint becomes the customer’s experience.
IT’S THEIR EXPERIENCECustomers are digital nomads that travel at light speed. We see them for seconds at a time. Their experience is as much defined by exchanges in the chat box as it is with how they use our products.
Loyalty is up for grabs. When they shop, they consider every option and have no qualms about switching brands when companies can’t keep up or disappoint them.
They want immediately available, relevant choices that are conveniently delivered. Experiences must be personalized, flawlessly accurate, fully integrated, and frictionless.
Digital empathy is about humanizing the interactions we offer them and demonstrating that we understand them. They want brands to demonstrate empathy.
Consumers seek out experiences from companies with a higher purpose, whose corporate values align with theirs. They want brands to authentically live their values.
They are open to enduring engagement when their experiences are authentic, human, and meaningful. Value must continually flow.
They want their questions answered. They want their problems solved. They want meaningful collaboration. They don’t want to be sold to. Content needs to shift from promotion to purpose.
LOYALTY THROUGH EXPERIENCESExperiences are memorable when they spark an emotional reaction. What do customers feel when they engage with us? How does that come to life in every touchpoint?
Expectations are shaped by both our competitors as well as every excellent consumer experience they’ve ever had, across sectors and screens.
This is an ignite moment. Brands can now become the light that customers are seeking. Businesses that prioritize customer truth, that humanize experience, will build brand trust and meaningful relationships.
We have brand style guides. It’s time for experience style guides to help our sales, implementation, and success teams deliver on-brand experiences for customers in this new digital-first era.
Marketing is the natural nerve center to organize around as the business transforms operations and business processes centered on the customer’s experience.
Innovate quickly. Test and learn. Use the data from every interaction we have with customers to extract insights to inform how these experiences could and should be elevated and evolved.
[image error] CMO Club members can watch the virtual roundtable replay here.
[image error] Join your peers for an upcoming CMO Club virtual roundtable. Check out the calendar of events.
The post Shifting Strategy from Customer Experience to the Customer’s Experience appeared first on Brian Solis.
November 14, 2021
Social Media is About Sociology and Psychology Not Technology
An important reminder…
Social media is about sociology and psychology, not technology.
Original quote circa 2007.
I’ve remixed it over the years to include anthropology and other social sciences. The original idea is what helped to formalize my work into what would eventually become “digital anthropology.”
The statement was true then and perhaps, truer now.
Source: Google
The post Social Media is About Sociology and Psychology Not Technology appeared first on Brian Solis.
October 14, 2021
Shifting Mindsets from Customer Experience to the Customer’s Experience
UX Indonesia, @uxindo, Unsplash
I recently had the opportunity to partner with my colleague Jon Suarez-Davis on a fireside conversation for the CMO Club. What an incredible experience to hear from so many CMOs leading through change in these uncharted times.
Jessica Denny summarized the conversation at CMO Perspectives and it’s well worth your time. Please take a moment to read (and share!) Thank you.
The pandemic transformed us into a digital-first society, and now digital-first customers are driving total market transformation.
World-renowned digital anthropologist and futurist Brian Solis is Salesforce’s Global Innovation Evangelist. Recently, he led a CMO Club virtual roundtable about how the pandemic’s hyper-acceleration to digital substantially changed the opportunity to improve customer relationships. It starts by recalibrating our perspective and seeing the world through their experiences. In a digital-first world we meet our customers where they are and engage with them on their terms, in ways they expect. The value they feel in each touchpoint becomes the customer’s experience.
It’s Their ExperienceCustomers are digital nomads that travel at light speed. We see them for seconds at a time. Their experience is as much defined by exchanges in the chat box as it is with how they use our products.
Loyalty is up for grabs. When they shop, they consider every option and have no qualms about switching brands when companies can’t keep up or disappoint them.
They want immediately available, relevant choices that are conveniently delivered. Experiences must be personalized, flawlessly accurate, fully integrated, and frictionless.
Digital empathy is about humanizing the interactions we offer them and demonstrating that we understand them. They want brands to demonstrate empathy.
Consumers seek out experiences from companies with a higher purpose, whose corporate values align with theirs. They want brands to authentically live their values.
They are open to enduring engagement when their experiences are authentic, human, and meaningful. Value must continually flow.
They want their questions answered. They want their problems solved. They want meaningful collaboration. They don’t want to be sold to. Content needs to shift from promotion to purpose.
Loyalty Through ExperiencesExperiences are memorable when they spark an emotional reaction. What do customers feel when they engage with us? How does that come to life in every touchpoint?
Expectations are shaped by both our competitors as well as every excellent consumer experience they’ve ever had, across sectors and screens.
This is an ignite moment. Brands can now become the light that customers are seeking. Businesses that prioritize customer truth, that humanize experience, will build brand trust and meaningful relationships.
We have brand style guides. It’s time for experience style guides to help our sales, implementation, and success teams deliver on-brand experiences for customers in this new digital-first era.
Marketing is the natural nerve center to organize around as the business transforms operations and business processes centered on the customer’s experience.
Innovate quickly. Test and learn. Use the data from every interaction we have with customers to extract insights to inform how these experiences could and should be elevated and evolved.
[image error] CMO Club members can watch the virtual roundtable replay here.
[image error] Join your peers for an upcoming CMO Club virtual roundtable. Check out the calendar of events.
The post Shifting Mindsets from Customer Experience to the Customer’s Experience appeared first on Brian Solis.
October 13, 2021
The New Playbook for the Future of Marketing and CX Will Be Written by You
Recent McKinsey research uncovered a “growth triple play,” where successful companies integrate creativity, analytics, and purpose to deliver at least two-to-three times the growth of their peers. But even for those companies that used just one of the capabilities—either creativity, analytics, or purpose—they experienced an average growth rate of more than 6%. Those that added a second component saw growth rates climb to more than 7%. And for those that employed the full triple play, growth rates climbed to more than 12%.
Here is what the ‘7%’ companies do well:
Create a 360° view of their customers. By infusing creativity with real-time analytics, they’re bolstering personalized experiences based on demographics, attitudes and context while delivering customized content.Deploy analytics with purpose to deliver the ‘wow factor’ for customers. They do this by sharing critical insights across the organization to drive faster decision-making and agile innovation.Integrate purpose with creativity and analytics. It’s a part of their organizational DNA that enables them to assess growth opportunities in a sustainable and inclusive manner.The idea of the growth triple play is really about using digital transformation to get back to basics and innovate through a more human-centered approach. Creativity, insights about people’s wants, needs, and aspirations, and purpose are the building blocks of any relationship. The net result of transformation at this level is growth and more importantly, customer (and employee) loyalty.
Read the article in Forbes.
The post The New Playbook for the Future of Marketing and CX Will Be Written by You appeared first on Brian Solis.
October 8, 2021
Digital Experience Is Your Brand’s Superpower
A special video/audio conversation recorded for the Invoca Summit that explores how #DX will shape #CX.
Description:
A conversation between Kenneth Kinney, host of “A Shark’s Perspective” and Brian Solis, the Global Innovation Evangelist at Salesforce; a world-renowned keynote speaker often referred to as one of the greatest digital analysts of our time; and an award winning author of eight best-selling books including “Lifescale: How to Live a More Creative, Productive, and Happy Life”.
Video version here.
The post Digital Experience Is Your Brand’s Superpower appeared first on Brian Solis.
October 7, 2021
100 CX Thought Leaders That Are Changing The CX Game
via Survey2Connect
Customer Experience has become the top priority for brands and businesses all around the globe. It can be seen in the increased investment in customer experience and extra focus on providing impeccable customer experience alongside a great product. But at the heart of the amazing customer experience lies our customer experience heroes, who through their vision, bring the game-changing CX strategy.
On World CX day, we bring to you a list of 100 CX leaders from all around the world who are changing the way we witness customer experience.
Brian SolisForbes named Brian Solis as “one of the more creative and brilliant business minds of our time.” He is a Salesforce’s Global Innovation Evangelist, an international keynote speaker, and an author of 8 bestsellers. For over 20 years, he has been studying Digital Darwinism, to understand the impact of disruption on businesses, markets, and society. He has published over 60 research papers and his work is published in industry-leading publications such as Forbes, ZDNet, CIO, eWeek, Fast Company, Adweek, and Singularity University.
LinkedIn: https://www.linkedin.com/in/briansolis/
The post 100 CX Thought Leaders That Are Changing The CX Game appeared first on Brian Solis.
October 6, 2021
How to Transform in a Time of Uncertainty; The Path to Personal and Professional ROI (Return on Innovation)
The following was written as a prelude to a keynote presentation for a global company undergoing massive transformation. May it also inspire you in your work to bring about meaningful change…
Change isn’t easy. This is why “business as usual” constistently becomes the status quo.
Unless we decide to move in a new direction, nothing really changes. No matter our experience and beliefs, no matter how many new things we surround ourselves with, we aren’t really moving in a new direction. We are still on the same path as before. But as a pioneer, you are about to change…everything.
What makes you, what makes pioneers, so special is that you are among the first to explore new horizons and blaze uncharted trails forward for others to follow.
2020 was a disruptive year for everyone. 2021 brought with it hope for a better year and already, people are saying that they’ve tried their “7 day membership” and they would like to cancel their service.
But here’s the thing…
How 2021, 2022, and beyond, unfolds for you, isn’t just a matter of the calendar changing. Your trajectory, your experiences, and your success is directly a result of the challenges you embrace and how you choose to climb them…every day.
The secret is that you are in control. This is your business. These are your teams. These are your customers. They are all looking for leadership in an unprecedented time of uncertainty. That’s why your next steps matter so much more than they did in 2020.
Before you, are new sets of tools. All it takes is a new vision and mindset to activate them in ways that deliver unprecedented value to customers, your teams, and you.
So what’s in it for you?
Empowerment
Fulfillment.
Relevance in a new world.
ROI (Return on Innovation) that unlocks innovation and unprecedented growth.
Together, let’s visualize a new way forward and transcend disruption as a CTRl-ALT-DEL moment to upgrade our future.
1) Let’s channel your newfound passion and assemble new mindsets and tools to ignite different outcomes for teams and customers.
2) Believe that the place to start all change is with ourselves. Change starts with “me”.
3) Shift from “customer experience” as a competitive advantage to the “customer’s experience” to drive human-centered transformation by seeing the world through the eyes of their customers and prospects.
4) Change how we work, and our definition of productivity and success in a work from anywhere world. Empower teams to unleash growth that cultivates existing relationships and new summits to reach.
You got this. Let’s go!
The post How to Transform in a Time of Uncertainty; The Path to Personal and Professional ROI (Return on Innovation) appeared first on Brian Solis.
September 30, 2021
The Art of Life(SCALING) and the Importance of Digital Welness
Excited to share this with you!
I joined the “Art of the Possible” podcast with Dan Morrison and Rob Page. During our awesome conversation, we explored the evolving world of tech, where we are going as a society as a result, and the impact of digital on us as human beings. We also review ways we can be more intentional in our relationships with devices, networks, and apps for improved digital wellness, self care, and happiness. 
Please listen and share! 
The post The Art of Life(SCALING) and the Importance of Digital Welness appeared first on Brian Solis.
September 14, 2021
Shifting Mindsets from Customer Experience to the Customer’s Experience
UX Indonesia, @uxindo, Unsplash
I recently had the opportunity to partner with my colleague Jon Suarez-Davis on a fireside conversation for the CMO Club. What an incredible experience to hear from so many CMOs leading through change in these uncharted times.
Jessica Denny summarized the conversation at CMO Perspectives and it’s well worth your time. Please take a moment to read (and share!) Thank you.
The pandemic transformed us into a digital-first society, and now digital-first customers are driving total market transformation.
World-renowned digital anthropologist and futurist Brian Solis is Salesforce’s Global Innovation Evangelist. Recently, he led a CMO Club virtual roundtable about how the pandemic’s hyper-acceleration to digital substantially changed the opportunity to improve customer relationships. It starts by recalibrating our perspective and seeing the world through their experiences. In a digital-first world we meet our customers where they are and engage with them on their terms, in ways they expect. The value they feel in each touchpoint becomes the customer’s experience.
It’s Their ExperienceCustomers are digital nomads that travel at light speed. We see them for seconds at a time. Their experience is as much defined by exchanges in the chat box as it is with how they use our products.
Loyalty is up for grabs. When they shop, they consider every option and have no qualms about switching brands when companies can’t keep up or disappoint them.
They want immediately available, relevant choices that are conveniently delivered. Experiences must be personalized, flawlessly accurate, fully integrated, and frictionless.
Digital empathy is about humanizing the interactions we offer them and demonstrating that we understand them. They want brands to demonstrate empathy.
Consumers seek out experiences from companies with a higher purpose, whose corporate values align with theirs. They want brands to authentically live their values.
They are open to enduring engagement when their experiences are authentic, human, and meaningful. Value must continually flow.
They want their questions answered. They want their problems solved. They want meaningful collaboration. They don’t want to be sold to. Content needs to shift from promotion to purpose.
Loyalty Through ExperiencesExperiences are memorable when they spark an emotional reaction. What do customers feel when they engage with us? How does that come to life in every touchpoint?
Expectations are shaped by both our competitors as well as every excellent consumer experience they’ve ever had, across sectors and screens.
This is an ignite moment. Brands can now become the light that customers are seeking. Businesses that prioritize customer truth, that humanize experience, will build brand trust and meaningful relationships.
We have brand style guides. It’s time for experience style guides to help our sales, implementation, and success teams deliver on-brand experiences for customers in this new digital-first era.
Marketing is the natural nerve center to organize around as the business transforms operations and business processes centered on the customer’s experience.
Innovate quickly. Test and learn. Use the data from every interaction we have with customers to extract insights to inform how these experiences could and should be elevated and evolved.
[image error] CMO Club members can watch the virtual roundtable replay here.
[image error] Join your peers for an upcoming CMO Club virtual roundtable. Check out the calendar of events.
The post Shifting Mindsets from Customer Experience to the Customer’s Experience appeared first on Brian Solis.
September 10, 2021
Personal Growth During Times of Digital Disruption
You have one of those late night conversations with a dear friend about life, work, and the future that you’ll never forget? My conversation with Jim Marous was just like that. I wanted to share it with you here…
Digital disruption is impacting today’s worker more than ever, with sociologists believing that today’s worker will need to ‘reinvent themselves’ several times during a career in the future. While maintaining the status quo provides a temporary comfort zone, personal disruption can dramatically improve chances of finding financial, social, and emotional success. This personal transformation requires a new perspective.
In this episode, we discuss the importance of personal and professional growth with Brian Solis, digital anthropologist, global speaker and author of the new book, ‘Lifescale: How to Live a More Creative, Productive and Happy Life‘. Brian discusses his scientific findings, and provides insights that can help any person dissect where they are today, what could be holding them back, and how to be better positioned for long-term success and satisfaction.
The post Personal Growth During Times of Digital Disruption appeared first on Brian Solis.
