Studying the impact of innovation on business and society


On Episode 3 of the Tech Unknown Podcast, Solis offered insights about enhancing customer experience in this challenging digital age in an interview with host Tamara McCleary, CEO of media analytics and consulting agency Thulium.

In the discussion, Solis explained:

1) How to create more meaningful customer experiences;

2) How businesses can more effectively use data to promote customer engagement; and

3) How digital distraction affects employees, customer and business leaders

McCleary posts several key quotes from Solis before the transcript of the discussion:

“What we’re really talking about is building a mechanism within the organization to understand what people don’t even realize about themselves, to deliver moments that people will value.”

“If we look at customer journeys the way that we’ve always looked at them, trying to optimize and modernize them, we’re going to miss the humanity of them.”

McCleary starts the interview with a plug and praise for Solis’ book Lifescale, which prompts him to explain the story behind it. He then explains how the personal practical applications he mentions in Lifescale can be used to enhance customer experience in the modern age. Solis says, “So when we talk about customer experience, I no longer talk about it as a strategy or as a technology, or as an investment, or road map, I talk about it with an apostrophe S. So I talk about it as the customer’s experience because we have to look at it both intellectually, and emotionally, and physically, from their perspective, so that we can then look at the journey as it exists, and not just optimize it and modernize it, but find ways to deliver value, and relief, and utility, and just a sense of space that they’ll instantly recognize that.”

He later says, “So it’s about becoming real-time and keeping up, and understanding, and appreciative. It’s also using these technologies to become much more dynamic, and much more experimental, and creative. Also, using these technologies to be much more collaborative, and not siloed as we are. And then more importantly, to use them to become predictive. Because if we think any of this is gonna slow down, we’re still stuck in a previous business genre. And being predictive allows us to see where trends in markets are going to start investing in the things that we need today to be relevant.”

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