Customer experience (CX) is the sum of the all interactions a customer has with your business. It’s not enough to measure performance in any one moment. The customer doesn’t care about your individual operations. All they care about is how well they can reach their objective and how they feel along the way (and after). This is where most companies miss opportunities in CX. It’s not a tech or business strategy that can be simply defined by a framework. True…
Digital analyst, sociologist and futurist Brian Solis scans the horizon to see what’s next for businesses. Solis doesn’t just explore trends and theories, but offers his vision as to how you can get ahead in uncertain times.
Why Jason chose this book: “Though this was written in 2013 I still think it’s very relevant today. It talks about the ‘dynamic customer journey’, and how every consumer touchpoint on that journey adds or subtracts from the overall customer experience.
“Given that context, it strongly recommends that as a business you need to ‘innovate or die’ with clear priorities on what to address. Solis has written three other books on innovation and consumer trends. ‘What’s the future of business’ is his second one, and he has written two more subsequently expanding on his work. So depending on your knowledge on the subject area, you could start at a different point in Solis’ bibliography.”
“Behind every screen, expression, and impression stands a human being… Not a consumer.” – Brian Solis
Brian Solis, one of the world’s most renowned marketing experts, analysts, and writers, made us all remember that brand, before anything else, means experience. It sounds confusing at first, but it’s actually quite logical. Brands use experience as a way of bringing life into the things we care about.
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.”
“The question is no longer just about how to ensure brands appear in key search moments online,” says Brian Solis, ” but also about the type of role brands should play in the conversation – including how they influence and affirm the experiences people are seeking in real life.”
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.