In this interview with Brian Solis, who is “globally recognized as one of the most prominent thought leaders in digital transformation and innovation,” we learn about the importance of great customer experience in a company.

He says, “Companies change for one of two reasons: one is because you have a leader who recognizes the Aha! moment or you have management that recognizes the Uh-Oh moment. It’s almost like Netflix v. Blockbuster or Amazon v. Borders – there’s this understanding of how customers are changing, and then companies become customer centric in their efforts to develop new CX strategies.”

“Business and marketing legend” Brian Solis wrote the forward for Travis Wright and Chris Snook’s new book, Digital Sense, described as “one of the very wonderful things” about the publication.

Brian writes, “Digital is a means to reach a different breed of customers, one who’s connected, informed, empowered, demanding, elusive, a bit narcissistic, and definitely in control of their online experiences.”

Brian Solis wrote a guest article on customer experience for the “Improving Customer Experience in Banking” report which shares the results of a global survey done to determine the CX maturity of banks and credit unions. The findings show that most organizations are not prepared for the future of increased consumer expectations.

Brian Solis analyzed the data and outlined what’s working with current influencer marketing practices, what’s failing, and, most importantly, predicted their evolution. The result is the report “Influence 2.0: The Future of Influencer Marketing.”

Each point of contact with your company is an occasion to disseminate an information about you. All that your company produces, a service, an object, an experience, an e-mail, a publicity, a video, a guide, a conversation, is a content to broadcast.

It is what Brian Solis tells us with “the audience of your audience”

“As a digital society, we are ushering in an era where everyday people form a global network of self-empowered social intermediaries that accelerate and proliferate the reach and effect of information and experiences.”

TopRank Marketing and Traackr teamed with Brian Solis of Altimeter to produce “Influence 2.0: The Future of Influencer Marketing.”

“Influence 2.0 is an incredible opportunity for marketers to think differently about customer experience to fast track the inevitable changes that digital business presents,” said Solis in a press release. “Marketers must reimagine their role as a central driver of organizational change, output and impact by connecting with customers in more genuine and useful ways and on channels they trust and value.”

“Influence 2.0 is an incredible opportunity for marketers to think differently about customer experience to fast track the inevitable changes that digital business presents,” said Brian Solis, Principal Analyst at Altimeter. “Marketers must reimagine their role as a central driver of organizational change, output, and impact by connecting with customers in more genuine and useful ways and on channels they trust and value.”

Solis states that harnessing influence requires a more human approach with empathy and customer-centricity instrumental in taking influence to the next level. He pins success on reassessing the value chain around creating value within the relationships between influencers and their communities.

Brian Solis ranked in the top 15 of influencers talking about the 2017 Consumer Electronics Show (CES) on Twitter.

Solis says empathy is one of the key ingredients in the future of business relationships with users, and as with any form of progress, change starts with accepting the reality of the problem at hand. “That takes sincere and transparent communication in the moment of truth and following it,” he says. “Companies must also get to the root of the problem to solve it and publicize the effort and results.”

In their research report, “The 2016 State of Digital Transformation”, Brian Solis and Jaimy Szymanski define digital transformation as the realignment of, or new investment in technology, business models, and processes to drive new value for customers and employees to effectively compete in an ever-changing digital economy.