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Brian SolisPrincipal Analyst and FuturistAltimeter, a Prophet company@briansolis | www.BrianSolis.com
The state of experience in 1 picture
Digital DarwinismThe evolution of society and technology and itsimpact on behavior, expectations and customs.
“Existing care and service models were designed for different times. It’s hard to see, because they’re still relevant today. But, there’s an entirely new generation of consumers who expect next-generation experiences.”
It isn’t just disruption you should worry about, it’s mediocrity that will drive your customers away.
What challenges do you face in competing for the future?
Understand how customers are evolving
Corporate culture is too rigid to innovate
Leadership isn’t leading the way
No sense of urgency or incentive to change
Don’t know where to start
Lack of expertise or skillset
Those innovative companies are not in the same market as us…
We are doing very well and are on track to…
We already have too much to do…
We have to focus our current investments…
Our investors or partners aren’t asking for it…
We don’t have the processes, expertise or cannot justify ROI…
Why aren’t you more actively investing in innovation?
WTF of Business?Good Enough or IncrementalismQBR & ShortermismExisting Standards of Success
The Great Endemic of Digital Out of Touchness
EXECUTIVESBusiness Outcomes
Cost controlMargins/Profit
Shareholders/StakeholdersQBR
ScaleGrowth
“Innovation”
EMPLOYEES/CUSTOMERSDigital-Mobile 1st
PersonalizationLifestyleConvenienceImmediacyAmbitionHappinessAppreciatedMe, Me, Me
EXPE
RIE
NC
E D
IVID
E
I tried to be innovative, but I got stuck in meetings.
Ladies and gentlemen,
The Cluster Funnel
Are you being served?Why UX is now as or more important than marketing or customer service
People are 100 times more impatient online. Than they
are in physical reality.”
“
Consumers seek personalized journeys but brands aren’t delivering
88% of consumers favor brands that provide helpful information along every stage of their journey, from research to purchase.
63% of consumers expect brands to provide consumers with information they need “in the moment.”
Consumers want consistency but brands aren’t delivering
66% of consumers expect brands to deliver a consistent experience every time they interact with a brand.
Only 1/2 half of brands have invested in easy, continuous, and intuitive cross-device experiences.
“I don’t want to rock the boat.” - Said no leader ever
Beyond products and technology, this is a relationship business.
The market evolution affecting you is also affecting your customers. No one ever lost business because they tried to add value to the client and the consumer.
Innovation starts with understanding where to add value and why.
CUSTOMER EXPERIENCE
CUSTOMER’S EXPERIENCE
The customer’s experience is the sum of all engagements a customer has with your organization, in every touchpoint, throughout their journey.
The evolving pursuit of innovative and agile business and operational models — fueled by evolving technologies, processes, analytics, and talent capabilities —to create new value and experiences for customers, employees, and stakeholders.
CX and Innovation Dominate Top Initiatives for Digital Transformation
“We have serious headwinds with demographics…
Growth mindset = path to true innovation
BRILLIANCE
Anything we do will give the appearance of
innovation. After all, it’s new for us. But the
benchmark of innovation lies in the eye of the
beholder
1. New experience.
2. New to the industry.
3. New to you.
Reimagine the “Why?”This is about making human-centered CX more human…
NURTUREENGAGE
MINDSET IS EVERYTHING
Innovation is all the work you do to conform to expectations and aspirations of people as they evolve instead of making them conform to your legacy perspectives, assumptions, processes and metrics of success.
Generation
CThere’s a “new” normal unfolding.
Three Consumer Behavioral Trends1.The ‘well-advised’ consumer2.The ‘right now’ consumer3.The ‘right here’ consumer
Once you’ve felt a truly personalized experience, it becomes the new standard for engagement. You, and other customers like you, don’t go back. Every business now needs to recognize the Ubers of the world as disruptive competitors in experience design-@briansolis
The On-Demand, Services, Personalization, Sharing Economy Where Impatience is a Virtue
1. Choice2. Immediacy3. Convenience4. Accuracy5. Experiential6. Integrated7. Personalized8. Mobile-first
The purpose of innovation in CX is to deliver new value, change behaviors and set new standards in excellence
When innovation and disruption succeeds, the customer wins.
Better Experiences
MoreChoices
GreaterTransparency
BetterValue
CustomerLifetimeValue
CX Innovators Need a H�listic Dashb�ardMeasuring what matters to “Generation C” leads to the an innovative customer’s experience throughout their lifescycle.
InnovationIteration
Purpose and Beliefs
Culture and WorkOutcomes
Future Motivating State
Every moment you touch a customer is a moment to…Show empathyDeliver value
Build trustEnhance the journey
Learn (products and services)
The True Purpose of a Touch Point
Modernize the Role of Marketing Around FCX1 2
3
Invest and Organize Around Data – Real Time and Predictive
Make Data Storytelling Part of the Process 4 Become the Standout,
Mentally Present Brand
5 Align the Organization Around Fostering Loyalty - Measure Customer-Centric, Performance Metrics 6 Become a Human-
Centered Tech Innovator
6 Pillars for Experience Innovation
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Brian Solis [email protected]/BrianSolis
Linkedin.com/in/briansolis/Facebook.com/thebriansolisInstagram.com/briansolis
