It’s Time to Change How Companies Perceive Customer Experience (CX)
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As the author of X: The Experience When Business Meets Design, Brian Solis is one of the industry’s leading experts on customer experience. This lengthy interview explores the expanding role customer experience will play in the future of marketing.
On a cold and rainy day in Minneapolis before year’s end, I joined my Prophet colleagues at Le Meridien Chambers where we hosted a breakfast of brand champions. It was the second time this year that I was invited to speak to some of the city’s (and the country’s) most prominent companies and this time I had even more new research and ideas to share. During the two hours that we were together, I presented findings from “The 6 Stages of Digital…
“Where to start with Brian…” – I’m sure that’s a phrase his parents have used many times over the years. Brian Solis is a global standard bearer for the digital age. He is a successful company founder, a bestselling author, an outstanding interviewer…, has been recognized as the top blogger globally not once but twice, is one of the most sought after speakers in the world; I think you get the point.
Brian’s day job, if there is such a thing, is as the principal analyst at Altimeter Group focusing on digital strategy. He focuses on the intersection points of digital and people to determine what effects social media and technology have on individuals and businesses to drive digital strategies and engagements.
And he is a really nice guy.
In 2016 I was honored to serve as the first “Godfather” for the Refiners, a group of foreign startups partaking in a new acceleration program in San Francisco. As Godfather, I serve as a mentor and resource to help entrepreneurs shape and optimize their companies to be successful beyond their country of origin. In this case, many of the companies were French hoping to expand to the U.S. and around the world. The Refiners is an interesting take on startup…
“CMOs build bridges between brands and customers, giving purpose to internal transformation while demonstrating to the rest of the C-suite the ROI in doing so,” Solis said.
While CMOs don’t typically lead R&D efforts, they are at the forefront of digital transformation and driving CX initiatives to compete for connected customers.
“Innovation centres connect to outside ecosystems and introduce new value by solving problems and creating opportunities. There’s still a lot to learn, but what’s clear is that no one solution is enough,” Solis said. “Companies must continue to invest in pilots that help teach stakeholders through trial and error how to compete differently.”
Less iteration, more innovation. It’s time to transform and take big risks and not just iterate all the time, Adamski-Torres learned from the presentation by Brian Solis, principal analyst at Altimeter, a Prophet company.
The following discussion represents Part 2 of my conversation with Loyalty360 CEO and CMO Mark Johnson. In this last part of the series, Change Starts with You Altimeter Group’s Principal Analyst Brian Solis is dedicated to creating change within brands and bringing customer experience into the spotlight. The first step, Solis told Loyalty360 in a recent discussion, is to define the CX problem and use that to guide solutions. More specifically, he challenged businesses to rethink what CX really means across the…
Brian Solis is a “Top 100 Social Media Marketing Influencer” in 2016, according to Buzzsomo.
According to the Science of Digital Marketing, Brian Solis is a top 100 influencer with over 270K followers.
Disruptive trends to guard against (or take advantage of)
Social media analyst Brian Solis recently outlined 26 disruptive trends for the remainder of the decade…
The New Brand… Goodbye sharing economy… Digital detox
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