Customer expectations are sky-rocketing, and brands are being forced to compete on the basis of the experiences they enable. Ignoring these rapidly increasing expectations might not immediately damage customer relationships, but over time, customers will disengage and move on.
An exceptional customer experience is starting with understanding what a customer experience is. Too many people that work in this field look at customer experience from their point of view; so it means that these are the technologies we need, these are the systems and processes we need, these are the groups that handle the experiences that people have, but there is no one person who necessarily owns customer experience. The customer owns customer experience.
“When we look at the customer journey, at present, we do so in a very linear way, and we distribute responsibility for that customer journey to different groups in charge of managing different aspects,” says Solis. “We give them budget, we give them personnel and we give them different metrics to try and optimise each component.
“But in a world where the customer journey is becoming increasingly non-linear, we can paint a much more accurate picture of how digital customers are interacting in different ‘moments’, be it before, during or after a transaction. We can ascertain how customers are making decisions, and we’re able to establish how to improve each of these moments of truth, and more importantly, how to connect the dots between them.”
4/16/16 FitSmallBusiness: Michael X. Heiligenstein (excerpt) Brian Solis Editor: Brian Solis Favorite Recent Article: The Embrace: Creating Experiences that Nurture Attention into Engagement Brian Solis reminds us that in every business, we are working with human beings, not just customers and employees. No one aspect of business is good enough anymore. People have experiences. They also share experiences. We should design them to be incredible and shareable in every step of the customer/employee journey. About the Blog: Brian Solis’s blog consist…
4/21/16 VISIONCRITICAL: By Kelvin Claveria (excerpt) In a recent webinar with Vision Critical, digital analyst Brian Solis shares what companies need to do to lead the customer experience revolution. The webinar was very timely given how, according to Gartner, 89 percent of companies expect to compete based on customer experience (CX). For many companies, improving their customer experience strategy and providing a seamless end-to-end experience is one of the most difficult but most urgent business puzzles to solve. Close the…
“Make no mistake, Facebook is gunning to take out Periscope and also Snapchat,” says Brian Solis, an analyst with the Profit Co.’s Altimeter Group research firm. “He (Beykpour) needs to take it very seriously.”
4/12/16 by Kristina Paulauskaite: Listed as #10 out of 20 Top 20 Marketing Technology Blogs Brian Solis is a principal analyst at Altimeter Group, a Prophet company. He is also an award-winning author, prominent blogger/writer, and keynote speaker. He writes about marketing, technology, and it’s impact on business and the culture. He links the brands, celebrities and individuals to the new market trends and analyses it’s impact on the culture.
4/26/16 Forbes by: Kimberly A Whitler (Image capture from full article here…)