Posts Tagged ‘generation c’
We live in a time of great technology evolution and revolution. Innovation is not only upon us; it affects, even disrupts, us as marketers and as consumers of other businesses. Your customers are more connected than ever before and they’re always on. The number of touchpoints between businesses and customers has exploded. Technology is everywhere and something new is always on the horizon. Wearables. Smart watches. The Internet of Things. Everything is changing.
While in London promoting What’s the Future of Business (WTF): Changing the Way Businesses Create Experiences, I spent some time with the folks who produce The Digital Marketing Show.
In this short video, I share the rise of Generation C and how an era of connected consumerism created the perfect storm for digital Darwinism to accelerate. We also discuss how the future of marketing takes more than technology, it takes a philosophical shift to create meaningful and shareable experiences.
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.
Businesses today are met with unique challenges and opportunities that necessitate pause. For years, management models were developed to optimize the pursuit of business objectives. Processes were established and hierarchies, technologies and reporting systems supported them. Everything was business as usual until it wasn’t.
Nothing is permanent. As in life, things change. And so is true in the world of business. The models and practices that have been taught for generations are tested in a time when customer and employee behaviors and resulting expectations are evolving without official study, strategy and systematic transformation.
Why Generation-C requires empathy and personalization not marketing…
In 2012, I spoke at a conference in Amsterdam focused on big data and intelligence to help businesses keep pace with the new generation of connected customers. I remember watching an informative and entertaining presentation by Dr. Peter Gentsch, founder of the Business Intelligence Group (B.I.G.) in Berlin. While this was two-years ago, a lifetime in today’s new media world, I feel his example is still as relevant today as it was then.
Guest post by Gib Bassett (@gibbassett), Global Program Director, Consumer Goods, Teradata
There’s no question that the shopping journey has been disrupted by consumer behavior in online, social media and mobile channels. What’s less certain, especially within the branded consumer products industry, is the best way to serve this now commonplace “connected consumer.” The pursuit of this answer, and the quest to learn more about connected consumers, is commonly referred to as “digital transformation.”
Connected, empowered consumers—also known as of Generation C—have come to expect businesses to know them, to understand them, and to deliver what they want, where, when and how they want it.
I recently published an ebook with IBM, The Connected Consumer and the New Decision-Making Cycle, that explores the new decision making cycle of connected customers. You can download it for free here. Thanks IBM!
Gerry Campbell is a serial entrepreneur, investor and adviser (bio). He’s also a good friend. Gerry has just published a new book, Demand Horizon: A Revolutionary Approach to Creating Great Products. The book introduces a new mental model for understanding and adapting to the demand-driven economy. It’s a framework for making sense of the new rules in product creation, offering both strategic understanding and practical actions for adapting to the new rules of business. Demand Horizon shines a light on the techniques and approaches that have enabled him to create patented products that are used by every person on earth who uses a search engine, social networking site or smartphone.
Have you ever noticed that your Facebook News Feed is the digital equivalent to “It’s a Wonderful Life?” Perhaps you’ve likened your Instagram stream to that of “Lifestyles of the Digital Rich and Internet Famous.”
In each network, and across multiple social streams, you’re fed a visual buffet of seflies, travel, food, fashion, and celebrations. In assemblage, they tell the story of life well lived, or at least a life well curated. At the center of each of these experiences is the person living and sharing them in real time. Every day that passes, it seems that a growing network of our friends, family, and colleagues are charmed with this picturesque life.
Over the years, businesses have developed sales, marketing and service strategies around the funnel. Awareness, interest, desire, action, to this day, describes the likely steps a customer may take in making a decision. Over the years, it was assumed that the liner path would also continue through a transaction to a state of loyalty and ultimately advocacy. The process of customer engagement to this day is designed to shepherd people along this delicate path. For at any moment, consumer attention, interest, and resulting action could fall astray without superintendence.
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.