The Future of Brand is Experience - sas.com...The Future of Brand is Experience Principal Analyst...
Transcript of The Future of Brand is Experience - sas.com...The Future of Brand is Experience Principal Analyst...
The Future of Brand is Experience
Principal AnalystAltimeter Group
Brian Solis
@BRIANSOLIS
SALESSERVICE
MARKETING
Experience
Experience is the sum of all
engagements a customer
has with you during the
customer lifecycle.
86% of buyers will pay more for a
better customer experience, but
only 1% of customers feel that
vendors consistently meet their
expectations- CEI
What is brand?
Relentlessly Relevant Brands are the
Brands that matter most in people’s lives.- Prophet.com, Brand Relevance Index
What is experience?
BrandWhat we say and do
ExperienceWhat people feel and share
Expe
rience D
ivid
e
You get to
consciously decide
what has meaning
and what doesn’t.
WELCOME TO THE
#EGOSYSTEM
The Future of Experience in 1 Picture
Master Total Re-CXing
People look at their phones 1,500x each week.
They spend 177 minutes on their phone per day.
Customer
expectations are
influenced by
experiences
engaging with
other industries.
I tried to be creative once, but I got stuck in meetings.
Why is Turning on the TV Still So Hard?
The
Rise of
Micro-Moments
Ladies and gentleman,
The Cluster FunnelCustomers don’t see
departments, think about
business goals or care about
budgets, politics or cross-
functional silos.
Micro-moments unfold
through a variety of common
“I want” scenarios that help
people take steps or make
decisions
I want to learn…
I want to buy…
I want to know…
I want to go…
I want to do…
90%of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online.
CollectiveExperiences
Experience
Brand
Products
Marketing
Sales
Service
Loyalty
Trends
Test and Learn
Inspiration
Insight
Collaboration
Iteration
Innovation
Engagement
CommunityThe
Relevance
Revolution
Routines
Aspirations
Personalization
Preferences
Needs
Challenges
Dislikes
Aspirations
Compromises
Brand and customer relationships are the result
of intentionally creating meaningful and
personal experiences…now and over time.- @BrianSolis
This is space.
It’s yours to design.
Brian Solis
Altimeter Group, a Prophet Company
briansolis.com
@briansolis
Linkedin.com/influencer/briansolis
Facebook.com/thebriansolis
The taller the building gets, the
smaller the bricks actually are…#AChildsPOV
#forcedperspective
#imagineering
Attrition < Retention
Relevance Drives
Acquisition + RetentionShared Experiences are the Next Competitive Advantage
CX IS OFTEN COUNTER INTUITIVE UNTIL IT’S EMPATHETIC
Becoming the Customer – When DCX Becomes CX
Philips Experience Architecture
Remember when you
were told to stop
daydreaming and how it
made you feel?
Please don’t stop.
We need dreamers (and
doers) now more than
ever.
#dontquityourdaydream
The rise of digital transformation.
The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers and create new value in every touchpoint in the customer journey.
Top Brands Earn a Competitive Advantage and a
Place in Customer’s Hearts Because They...
Discover breakthrough customer insights and use them to
unlock tremendous growth
Execute flawlessly to deliver on functional needs, earning trust
and building durable bonds over time
Engage us in creative ways, integrating our interactions to
create a remarkable customer experience
Are truly a “category of one” for both everyday occasions and
the moments that matter mostProphet.com
The X FactorX=Creating such memorable moments for your
customers through every encounter they have with your
brand – all day, every day
73%say getting useful information from a business is the most important attribute when selecting a brand.
Digital transformation
represents the quest
to understand how
disruptive technology
affects the digital
customer experience.
82% Number of people who have stopped doing
business with companies due to bad
customer experiences.
It’s all just a matter of perspective really…What separates the good from the great?