Brian Solis: How Experiences Matter to Your Bottom Line by sas

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    CONCLUSIONS PAPER

    Brian Solis: How Experiences Matter to Your Bottom Line

    Featuring:

    Brian Solis, Principal Analyst, Altimeter Group

    Insights from a keynote address at a recent Integrated Marketing Weekconference, organized by DMA and Econsultancy, and sponsored by SAS

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    SAS Conclusions Paper

    Table of Contents

    Introduction 1

    On Being Human 2The Experience Divide 2

    The Culture of Connection 4

    Introducing Generation C 4

    Rethinking the Sales Funnel 5

    The Four Moments of Truth 6

    Developing an Engaged Relationship 7

    Creating Passion, Not Just Consumerism 8

    Closing Thoughts 9

    About the Presenter 9

    For More Information 10

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    1

    Brian Solis: How Experiences Matter to Your Bottom Line

    Introduction

    The one-year-old girl was entranced with the iPad. It lights up. Things move. It

    responds. Its completely intuitive to her.

    Given a set o ashion magazines with brightly colored pictures, the inant

    is beuddled.

    She drags and swipes, pinches and reverse pinches, yet the magazine

    does nothing.

    It is clearly broken. Useless. So she sets it aside.

    For my one-year-old daughter, a magazine is an iPad that does not work,

    says dad in a YouTube video that has garnered more than 4 million views.

    It will remain so or her whole lie.

    Part o the inants brain has been coded to an entirely new way o interacting with

    media, compared to her athers generation She will never know a world without touch-

    screen computers, smartphones and the Internet She will never know a world without

    Instagram, YouTube and Pinterest She will never know a world without mobile wave-to-

    pay, scan-to-connect or swipe-to-navigate That world simply doesnt exist or her

    Whatever your thoughts on inants using iPads (there are plenty o opinions in the

    comments to this viral video), one thing is clear: Your uture customers will be dierent

    rom anything youve ever known in the past Todays customers are already prooundly

    dierent rom yesterdays Get real about this evolution o the human dynamic or get

    overrun by those who do

    Whats does this mean or the uture o business? At a recent Integrated Marketing

    Week conerence, digital analyst and uturist Brian Solis shared insights rom his book

    o the same name WTF or short, which, by the way, is intended to mean exactly what

    you think it means

    In all reality, the uture o business is something each and every one o you has to

    answer or yoursel or the businesses you work with, said Solis Im not going to talk

    about social media and the importance o Facebook and how amazing Pinterest is

    Those are all tools and technologies that we will gure out how to use I want to talk

    about the idea o anintegrated experience, and how important that is

    The other day I was asked to oer my prediction or the most important technology we

    need to ollow in 2013 What is the biggest trend on the horizon that I thought we all

    needed to pay attention to? My answer: Human beings All o this technology that weve

    been gited is an opportunity or us to better learn about the people we are trying to

    reach And to use that knowledge to connect with them in meaningul ways, to create

    a customer experience that delivers on our brand promise

    Todays inants, millennials

    and Generation Z are digital

    frst; they have to learn how to

    be analog. Generation X, baby

    boomers and matures are

    analog frst; we had to learn

    how to be digital. The uture is

    taking a digital-frst perspective

    to build products and services

    that begin with the connected

    generation in mind not

    necessarily based on the

    world as we know it.

    Brian Solis

    Digital analyst and uturist

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    SAS Conclusions Paper

    Solis answer brings ocus to the importance o social science over shiny object

    syndrome Businesses may put too much emphasis on a shiny technology, without

    ully understanding how that technology changes human behavior

    On Being Human

    In the Emmy Award-winning television show, Undercover Boss, senior

    executives work undercover in their own companies as entry-level employees

    under an altered appearance and assumed name. The executive spends

    one or two weeks working in various areas o the companys operations, then

    returns to his/her true identity. The executive then summons select employees

    to corporate headquarters or a surprise debriefng good or bad.

    Theres a magical moment in every episode where the executive who went through the

    rigmarole o being an employee or a customer is given the git o empathy, said Solis

    They say things like, I orgot what is was like to be an employee I orgot what it was

    like to be a customer

    Solis isnt casting aspersions on executives, just acknowledging that their roles can be

    quite oreign to the roles o employees and customers A day in the lie o an executive

    is about managing spreadsheets and dashboards, reporting to shareholders and board

    members, and determining how to propel the company orward The language o

    executive roles is oten not even a human language anymore Its about targets, strategic

    directions, corporate perormance and ROI its not usually about inspiring people on a

    human level

    Thats what makes the Undercover Boss show work Theres always this aha momentat the end But when we gain this empathy, what do we as marketers do with this git?

    Not so much, so ar, Solis charges We have access to some o the most amazing

    technologies ever to tell us more about human beings whats important to them and

    how we can be more relevant but were pouring all this knowledge into the same

    programs, processes, methodologies and philosophies we have always used Were

    not doing very much new at all; that has to change Our mission should be to exact the

    kind o change that makes integrated marketing not a matter o aligning communication

    channels, but an embedded unction and mission o a better organization

    The Experience DivideAter conducting a lot o research over the years, I have seen a common weakness in

    customer-acing organizations, said Solis I call it the experience divide It represents

    the gap between your brand promise and the experiences people have with your brand

    Its the dierence between the image youre trying to create with your marketing eorts

    and the reality o what your customers eel and share I assure you, there is a gap

    between what you say and what people eel and share That gap doesnt have to exist

    We have access to some o

    the most amazing technologiesever to tell us more about

    human beings whats

    important to them and how

    we can be more relevant but

    were pouring all this knowledge

    into the same programs,

    processes, methodologies

    and philosophies we have

    always used.

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    Brian Solis: How Experiences Matter to Your Bottom Line

    Closing the gap starts with understanding the customer experience on a deeper level

    With the technology we have available to us, we are no longer limited to measuring

    straightorward metrics such as hits, click-throughs, likes, ollowers, sentiment and

    share o voice We can start to create and measure shared experiences, and the value

    and the impact that these experiences have

    Marketers might protest, saying, We already reach customers through multiple contact

    channels We already have integrated marketing to deliver good experiences Do you?

    Really?

    When you start to truly pay attention to the people youre trying to reach, you start

    tobecome them, Solis said You gain the aha empathy moment o an executive

    in Undercover Boss You start to realize that all the talk about market segmentation,

    customer proling or customer segmentation is too limiting, because its about

    demographics, cybergraphics and behaviors When you become a marketing

    anthropologist and start to investigate how you reach people, how they make decisions,how you infuence them and how they infuence others, you gain a second aha

    moment: Traditional marketing is broken Or at least it has to undamentally change

    as the world around us has changed

    By design, the way companies market and the channels we use to market are delivering

    the opposite o an integrated experience, because those channels themselves are

    not internally integrated The Web team crats the website The social media team

    is responsible or the companys presence on Facebook and Twitter The marketing

    communications team generates the collateral, and so on Talk to people in those

    teams, and youll get any number o