Studying the impact of innovation on business and society

Tag: cx

Customer Experiences Become Memories, Good or Bad, and They Add Up To Your Brand

Customer Experiences Become Memories, Good or Bad, and They Add Up To Your Brand

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…

The Marketing Centre – The Marketing Centre book club: Essential summer reading

The Marketing Centre – The Marketing Centre book club: Essential summer reading

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.”

.Me – Digital Marketing Lessons I Learned at Spark.me Conference

.Me – Digital Marketing Lessons I Learned at Spark.me Conference

“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.

Marketing Land – 2019 Mobile Marketing Predictions From Industry Veterans

Marketing Land – 2019 Mobile Marketing Predictions From Industry Veterans

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.”

Inventiva – Online marketplaces must go beyond sales to experiences

Inventiva – Online marketplaces must go beyond sales to experiences

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.”

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