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Steffan Pedersen: NETBASE LIVE 2016

Steffan Pedersen: NETBASE LIVE 2016

Brian urged us to consider “Embrace” the new “Engage,” as empathetic brands who proactively listen are putting themselves in ahead. Co-creation is replacing advertiser-created messages that have been historically shoved down the consumer-throat until the messages are automatically tuned out.

Hootsuite: Move Over Millennials– What You Need to Know About Generation C

Hootsuite: Move Over Millennials– What You Need to Know About Generation C

Back in 2012, digital analyst Brian Solis defined Generation C as the “Connected Consumer.” He pointed out that anyone who integrates technology into their daily routine, regardless of age, shares certain qualities.

“It is how people embrace technology, from social networks to smartphones to intelligent appliances, that contributes to the digital lifestyle that is now synonymous with Gen C,” he wrote.

1to1 media: Are We There Yet? A Snapshot Look at the Digital Transformation of Businesses

1to1 media: Are We There Yet? A Snapshot Look at the Digital Transformation of Businesses

The data shows people are starting to do the right thing such as using customer journey maps and trying to understand the connected customer. These things show companies want to learn and change. But it’s still nascent. Most companies are still in the second or third stage, although some are beginning to spread their wings to reach the fourth or fifth stage like Sephora and Starbucks. But at the end of the day, there’s still much to learn in the organization especially around customer experience.

Acquisa: Interview mit Brian Solis– “There is an Uber in every business”

Acquisa: Interview mit Brian Solis– “There is an Uber in every business”

Customer Experience (CX) is a difficult process, because so many stakeholders interpret CX differently and then prioritize investments and resources accordingly. The IT-Department thinks it’s about technology. The Marketing-Department thinks it’s about omnichannel. The department customer service focuses on contact touchpoints. The Advertising-Department activates experiential events and campaigns. And the executives ask for customer data and make decisions based on narrow inputs and more so cognitive biases. I could go on and on.

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