Brian Solis discusses the evolution of the customer experience at NextCon17

We live in a time of continual disruption. One wave follows another. And with good comes the challenges. At the NextCon17 conference in Scottsdale, AZ, from October 23-25, 2017, Brian Solis, senior analyst studying disruptive technology and its impact on business at Altimeter Group, explained why all this disruption has given us so many new trends technology. so many new things to learn. "

"The foundation of business is so old-fashioned," said Solis. Before we can learn what to do, we "must unlearn [what we know] to do things differently."

The evolution of the customer experience

A change in corporate behavior has been the shift to a more client-centered way of doing business. This change has made the "customer experience" (or EC) one of the most popular buzzwords of recent years. Solis calls this transformational change in customer behavior "Digital Darwinism."

He explained, "As technology evolves, society evolves. And all this evolution has an impact on social behavior. "

How do you become more customer centric? Here's what you need to know.

Change your perspective

Solis maintains to provide an exceptional customer experience, you must change your point of view. It involves changing the way you think about customers in general.

"When we talk about CE, we have to get out of the minds of people at work," said Solis. The things that companies seem to miss when they make decisions [that will affect customers] is that they are not their clients; it is the stakeholders, which is the least empathic [perspective] possible. "

How to become more customer-centric

Here are some tips that Solis suggests to become more customer-centric in developing your customer experience.

  • Start by putting yourself "in the mind, body, and soul of your customers – every moment."
  • Companies must "think not what is best for the company, but what is best for customers."
  • This is not about you. "Customers do not care about silos or departments in your business," said Solis. They care about what you can do for them, he said.
  • Ask yourself, "What can we do better?"
  • Take a step back and see things differently.

Everyone is a competitor

Companies today face a myriad of new competitors.

"We are all competing with companies like Uber and Airbnb," he said.

And this is the case even if you are not in the same industry.

"These companies set the standard for the way people want to be engaged today," added Solis. And the customer experience that they offer is changing the way customers perceive that they are being handled by all businesses.

Essentially, all companies "compete with all companies that cross borders," said Solis. That's why companies need to "rethink everything" to survive, he said.


All innovation begins "with the customer – and with a change of perspective," Solis said. Notice a reason?

Solis created a "pro-active innovation pyramid". The pyramid explains the business innovation: "Fix what people do not like. Learn what they like. And give them something that they did not know they wanted and who can not live without it anymore. "

Why customers leave

In his presentation, Solis suggested some important reasons for customers:

  • 63% of consumers may leave a mark "due to irrelevant content." Of this group, 41% would consider terminating this brand relationship due to the lack of relevance – and 22% have already done so. "
  • According to Forrester, 71 percent of consumers say that incompatible transcanal messages affect their experience.
  • 10% of consumers say that inconsistencies from one device to the other would make them leave this mark. (In other words, make sure the customer experience is always good, whether customers reach you via a desktop, laptop, tablet or smartphone.)
  • Only 35% of companies map their customers' journeys to find problems. You have to go through the journeys of your customers to understand their point of view.

This is emotional

Customers are emotional. They often feel anxious. How they live your business is an emotional experience for them. To understand their emotions, you must have empathy for them.

"Modern businesses must be relevant, useful, trustworthy, empathic and respectful," added Solis.

All about applications

Because of the customer experience that other companies provide, today 's customers have different expectations of your business.

  • If you offer an app, they compare it to apps from Google and Apple. Generation C looks at its phones 1,500 times a week, or 177 minutes a day. This shapes what they expect from your business.
  • Applications are designed to create dependency – for consumers to open and share.
  • The customer experience is not just a digital experience, but also an in-store experience. However, that does not mean that digital does not count. Solis explained: "Customers want to have the impression that physical spaces are designed for their digital lifestyle."
  • This changes the way consumers perceive images as well. "The brain sees things faster if [they’re] visualized as an application," added Solis.

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The state of mind is everything

Understanding the state of mind of customers is not about what we think is important. It's about what the customer cares about. And our companies must follow this new mentality. Solis explained, "Innovation is all the work you do to conform to the expectations and aspirations of people as they evolve, instead of making them consistent with your perspectives, assumptions. , processes and parameters of success. "

The customer experience is obviously complex. Solis calls it "the sum of all the commitments" you have with your clients, adding, "The only way to change your business and innovate is to look at things differently. Flip your perspective. "

The presentation of Solis found an echo at NextCon17. Barry Moltz, Small Business Specialist, added, "I think Brian Solis is right. This is an economy of the customer experience. "

But finally, we must remember that even though we are undergoing a digital transformation, technology is not the only solution.

"We are talking about how to make human beings feel better.In a world of machines, humanity is killing the application," Solice added.

Images: Rieva Lesonsky / Trends in Small Businesses

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