Try a simple exercise the next time you plan your CX, marketing, service, and commerce strategies. Add an apostrophe “s” to make customer experience possessive. It’s really about the “customer’s” experience that counts for everything. And as a result, that perspective will change the way you design your omnichannel strategy and your customer’s journey at the edge. It will center how you design touchpoints, engagement, and shape experiences from a position of empathy. I call this designing for #Ignitemoments. I…
Reimagining the future of marketing and why CMOs will drive business growth in the future
COVID-19 overturned lives and livelihoods across the globe, forcing people to find new ways of working, shopping, and playing. Homebound consumers abandoned deep-seated shopping habits overnight, going online in droves and compressing a decade’s worth of digital adoption into months. Although businesses responded quickly to a flood of new online customers, they faced unprecedented disruption, with a staggering 75 percent of consumers trying new brands, products, and channels. These seismic shifts are transforming the role of marketers and marketing, and…
MARK UP: Darwinismo digitale: come la pandemia sta impattando sul ‘Retail reset’ – Digital Darwinism: how the pandemic is impacting the ‘retail reset’
via Giovanna Chiara Italiano, MARK UP Writing for MARK UP in Italy, Giovanna explores the “Great Reset” and its impact on the future of retail. She references Brian Solis and his work studying “Digital Darwinism.” The article is in Italian, but is also available in translated form here. Il Retail e le sue supply chain possono resistere agli scossoni pandemici investendo sulla customer experience, che è diventata il vero carburante che alimenta e genera il cambiamento Lo scorso World Economic Forum…
Data-Driven Empathy Helps Businesses Develop a Human-Centered Approach to Digital Transformation and Innovation
While onsite in New York, I was interviewed by the Netbase Quid team to share highlights from my presentation on data-driven empathy. Every technology revolution moves people in new directions. Human-centered insights, data-driven empathy, create meaning, relevance, and helps identify opportunities for new value creation to close the relationship gaps between businesses and customers.🤍
What’s Standing Between Your Business Transformation Strategy and the Experiences Customers are Seeking
Originally published on the Salesforce “360 blog“ Customers care about end-to-end experiences, not how your company is organized. Business leaders are quick to say that a connected customer experience is a major business priority. But the truth is that they are struggling to do it well. New data captures the gap between business and digital transformation and the integrated experiences customers desire. Countless growing departments, new services abound, and the truth remains: Customers have to see you as one company….
Generation Novel hybrid workers bring new demands and risks
During the pandemic, Brian Solis’ research at Salesforce led him to coin two important trends, the Novel Economy and Generation-Novel, to describe how the pandemic reshaped customer behaviors to set the stage for a hybrid post-COVID 19 economy. Ariba, a Hewlett Packard Enterprise company, cites his research in a new report, “A hybrid workplace for a hybrid workforce: Is your business ready to support Generation Novel?” As coined by digital analyst Brian Solis, those who belong to Generation Novel are…
A New—and Timeless—Digital-First Consumer Is the Future
via Lisa Boylan, Associations Now, published by ASAE: The Center for Association Leadership Brian Solis keynoted the ASAE Technology Exploration Conference in Washington, D.C. To set the proverbial stage, Associations Now interviewed Brian on his thoughts on a new digital world ahead of his presentation. Disruption can be a gift, according to Brian Solis, bestselling author, digital anthropologist, and futurist. Among the positives: It created an ageless consumer segment that is leading the way. There’s a different, inclusive generational category that…
Is the Future of Business Growth Tied to a New Generation of 360 Experience Marketers?
Executives across the globe are prioritizing investments and capabilities that help accelerate business growth. According to McKinsey research, 78 percent of CEOs are now banking on marketing leaders to drive growth. We aren’t talking about your everyday CMO, however. To drive business growth requires a new breed of 360 CMOs and marketers, those who take a holistic, data-driven, 360 approach to customer experience transformation and innovation. McKinsey’s research uncovered three elements, a “growth triple play” of creativity, analytics, and purpose, that delivers…
McKinsey – The Growth Triple Play: Creativity, Analytics and Purpose
Brian Solis joined McKinsey at Cannes Lions, the International Festival of Creativity, to debut research that explores the high performing organizations that prioritize the “growth triple play” of creativity, analytics, and purpose. The presentation is here (registration required). Key Findings: Only 7 percent of companies are delivering on the growth triple play by unifying creativity, analytics, and purpose. They are driving average revenue growth of 2.3 times versus peers from 2018–19 (which increased to 2.7 times versus peers from 2019–20)….
Generation novel: How to engage the new post-pandemic customer
Following his keynote at ClickZ Experience, Brian Solis sat down with Elizabeth Roscoe to talk about Generation-Novel, the cross-generation psychographics segment of post-pandemic customers. The original interview is posted at ClickZ. Summary Customer needs have changed as a result of the pandemic and so must the ways of marketing to them Digital empathy is key to informing marketing decisions Read on for valuable insight from digital pioneer and best-selling author Brian Solis very brand has a style guide and every…
