As Brian Solis, principal analyst and futurist at Altimeter once said, “welcome to a new era of marketing and service in which your brand is defined by those who experience it.”
Brian Solis explains that by disrupting the traditional brick-and-mortar store, mass online retail commoditised price, service and returns – ultimately convenience. But, as customer expectations evolved, these became everyday and online retailers needed to start seeking new value propositions.
Brian Solis, principal analyst and futurist at Altimeter, author of X: The Experience When Business Meets Design. “Mobile marketing becomes less of marketing as we know it and more focused on CX and customer journeys. Instead of upgrading touchpoints, marketing reimagines existing funnels for mobile mindsets, behaviors and expectations…not just devices. Mobile signals feed a new ‘data as a service’ model where marketing aligns with business functions to drive unified performance and growth.”
That’s the sweeping conclusion of a new report called “The State (and Future) of Digital Marketplaces,” produced by Altimeter principal analyst Brian Solis and published by marketplace technology company Kahuna. More than just selling a product, these platforms will increasingly need to find ways to simplify and integrate the entire customer experience, from discovery to purchasing to delivery.
“It’s an economy with experience as a service,” Solis said. “That facilitating of transactions just isn’t going to be enough for the success of marketplace anymore.”
On Microsoft’s Savvy Business Leaders podcast series, host Bill Detwiler discussed with Solis how customer service is guiding digital transformation, with companies using data to be more accessible on mobile platforms and best meet customers’ expectations. Asked why companies need to rethink customer experience, Solis explained that customer experience is the number one catalyst for digital transformation. He said, “The biggest thing about this is that customers are going through or undergoing profound changes in their behaviors, which ultimately affect…
Industry publication Retail TouchPoints recently did a podcast episode on the subject of pop-up stores and how their benefits can be extended past their closing date, and featured Brian Solis talking on the subject.
The blog of marketing agency Yellowstep recently did an article on tips for better understanding customer needs, quoting from Brian Solis’ thoughts on the subject.
Industry publication Simplr recently compiled a list of their 15 favorite writers in the field of customer experience (CX), citing Brian Solis’ work in particular.
iPerceptions: In-store shoppers are not satisfied with their mobile experience and more CX stories you should read
iPerceptions recently did a round-up of interesting new articles concerning customer experience (CX), citing Brian Solis’ article on the subject.
A Prelude to Innovation: Figure Out How The World is Changing and How To Be More Relevant as It Evolves
There are many places in this world I hope to one day experience. On that list was Sofia, Bulgaria. I use the past tense as I’m so happy to report that I had the opportunity to visit this beautiful city (and country) for the DigitalK conference. What a great event! I presented on topic that I refer to as “A Prelude to Innovation.” It’s meant to spotlight the important actions and events serving as the introduction to innovation itself. Shortly…