Digital Darwinism is forcing businesses to #AdaptorDie. Many realize that customers are different. At the same time, leaders understand that how employees want to work is also changing. Yet, they’re frozen in the past, undermining the future simply because they do not know what to do and how. After all that is known, it is the unknown and the fear of venturing into the unfamiliar that becomes paralyzing.
The Adobe Summit in London is a pretty special event to me. A big part of it of course has to do with its location. I adore London and all of my friends, and those I’ve yet to meet, make the trip special each time. The other reason is that Adobe’s platform reaches EMEA and thus helps marketers who are pushing for change on a global scale.
When I was in London, I visited the Smart Focus HQ to shoot a series of videos, host a webinar and also sign books for local marketing professionals (videos and webinar accessible here.) While there, something unplanned and very cool began to surface and I’m excited to share the result with you here. We assembled all of the content, organized it, and developed additional material as a dedicated ebook. I’ve embedded it below or you can read more about it at Smart Focus.
Customer experience is the sum of all engagements and interactions a customer has with your business in every step of their journey and lifecycle. It’s what your customer feels, thinks, says (to you and others) and more so, what they do now and in the time to come that counts for everything. CX is measured not by NPS (Net Promoter Score) but instead by the sentiment and outcomes in every moment of truth throughout the relationship. That.is.the.experience. And, it’s yours to define.
Guest post by Jaimy Szymanski (@jaimy_marie), Analyst, Speaker, Advisor
In order to inspire great digital transformation within an organization, strategists must provide proof of concept on a smaller scale. Often times, change agents focus first on transforming their approach to mobile customer experience (CX) design, in order to make the case for overhauling the company’s entire approach to digital CX strategy.
Customers and employees are still underserved and underappreciated.
Some would say, in business, social media lost its way.
Others would argue social media failed to live up to the hype.
There are unfortunately still many examples of businesses not getting it, viewing or outsourcing it as a mere “marketing” function, and operating in siloes where social becomes anti-social by design.
Without purpose and collaboration, social will always be just another thing that businesses use to defer the inevitable…change.
Customer experience is meant to be evocative not reactive…
We are entering an era of customer-centricity, mostly because we have to. But also, because employing a customer focus is the right thing to do. I guess businesses lost their way at some point. Blame quarterly earnings. Blame technology. Blame politics. But over the years, we overlooked the importance of the “C” and “R” and instead scaled the “M” in CRM. It didn’t hurt that we found ways to save time and money in the process of promoting management, cost-control and efficiency over customer experiences.
There’s an oft-shared quote that I’d also love to share with you here, “If I had more time, I would have written you a shorter letter.” French mathematician, physicist, writer and philosopher Blaise Pascal essentially captured the essence of thoughtful and purposeful communication with a bold but confusing statement in 1657.
At first blush, his words almost seem counter-intuitive. I mean after all, how can spending more time writing a letter equate to its downsizing?
That’s the point.
Guest post by Rajat Paharia (@rajatrocks), founder and chief products officer, Bunchball and author of Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification
2015 promises to be The Year of Customer Experience. Companies around the globe are resolving to become more customer-centric because, as Brian lays out quite eloquently in his book:
“Now’s the time for an investment in something more than price, performance, or value. The future of business is about creating experience, products, programs, and processes that evoke splendor and rekindle meaningful and sincere interaction and growth.”
I’m a pretty private person usually. From time to time though, I share stories about my past to help others take their next step. This is one such case. Scott Steinberg is a good friend and the other of several books including his most recent title, Make Change Work for You. We chatted recently about lessons learned over the years.
I wanted to share our conversation with you here…
Scott Steinberg: You’ve been tremendously successful in your career. Would you call yourself an overnight success?
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.
Brian has authored several best-selling books including
What’s the Future of Business (WTF),
The End of Business as Usual.
His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing.