After releasing, What’s the Future of Business: Changing the Way Businesses Create Experiences, I also published a secret “bonus” chapter for those who finished the book and found the Easter egg at the end. Now, I’m making the bonus chapter available for everyone. Why? Because the four moments of truth explored in WTF not only define the modern customer journey, the link between the Zero Moment of Truth (ZMOT) and what I call the Ultimate Moment of Truth (UMOT) is…
Brian Solis’ Four-Point “Moments of Truth” Concept And Fresh Consumer Insights Showcased In a MyCustomer Article
Solis is the sole subject of an article by MyCustomer Editor Chris Ward titled “Brian Solis: How To Identify Your Moments of Truth.” The subtitle reads: “Customer experience guru and Lifescale author Brian Solis shares the moments of truth that businesses should focus on to improve customer experiences and drive advocacy.” The article starts with a reference to Solis’ book What’s the Future of Business?. In that volume, he highlighted the four moments of truth that can help businesses improve…
Brian Solis is Mentioned By Dan Gingiss In a LinkedIn Interview About Creating Memorable Social Media Experiences
In Sean Callahan’s LinkedIn article “The Insight Track with Dan Gingiss: Creating Memorable Experiences on Social Media,” Gingiss – a keynote speaker, author and experience consultant – offered his perspective on B2B companies leveraging social media to deliver exceptional experiences online. Gingiss mentions Solis as one of the authors who has been most influential to him. Referring to him as “the Godfather of Customer Experience,” he mentions Solis’ two game changing books that are actually experiences to read: “What’s the…
Brian Solis Tells MyCustomer How To Identify and Establish A Brand’s Moments of Truth
In an article by MyCustomer editor Chris Ward, Solis discusses the elements to consider in the process of establishing a brand’s moments of truth. Ward begins by mentioning the four moments of truth that can help businesses improve customer experiences, as Solis chronicled in his 2013 book “What’s The Future of Business?” These are: Zero Moment of Truth: The term coined by Google to explain the event in which people now search for information online and make decisions about brands…
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: Interview with Brian Solis On What It Takes to Create Exceptional Customer Experience
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.
MyCustomer: Brian Solis On How To Identify Your Moments Of Truth
“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.”
10 Quotes on The Future of Business
10 quotes by Brian Solis on the Future of Business from Prezly Every now and then, I receive a nice surprise that gives me pause. Today is one such moment. I hope you don’t mind, but I wanted to share it with you. The team over at Prezly put together a wonderful Slideshare that features some key quotes from my last three books Engage, The End of Business as Usual and What’s the Future of Business (WTF). I could only…
Stop Talking About Technology and Start Designing Experiences
As Joe Pine and Jim Gilmore wrote in the Experience Economy: Work Is Theater & Every Business a Stage, the future of business is less about products and more about creating experiences. That’s right. You’re no longer in the product business. Products are a by-product of experiences you set out to create. Products are also social objects that spark desirable relationships between you and customers and also among customers. The future of business is experiences. One year after launching What’s…
Q&A: Why the Future of Business is Shared Experiences
Jeff Ashcroft (@JeffAshcroft) along with @TheSocialCMO host the popular #MMchat (Marketer Monday) every week at 8 p.m. eastern on Twitter. It’s a rapid fire exchange not only between the organizer and the guest but also everyone following along #MMchat. It certainly makes for exciting dialog in real-time and also later when the full transcript is published. I recently joined them to discuss the future of business and why now is the time to become the hero in your hero’s journey….