Original story by Lisa Boylan, Current association, Before Brian Solis’s keynote speech at #asaeTec21 in Washington, DC
Brian Solis, a best-selling author, digital anthropologist, and futurist, says that disruption can be a gift. Positive factors include: it has created a trend-setting eternal consumer group.
There is a different and inclusive generation category that has nothing to do with the birth year span or the stereotypes and baggage they often carry, such as baby boomers or millennials. Instead, recognize Generation Novel. Generation N was created by Brian Solis, Salesforce’s global innovation evangelist, and refers to a new type of customer that may change forever due to the pandemic.
Generation N is digital-first and inter-generational, so no matter whether consumers are 25 or 55 years old, when they use their favorite applications or online services, they will have similar interests, behaviors, and desires.
Solis, the keynote speaker next week, said: “The reason it is so profound is that it is a huge market team.” ASAE Technology Exploration Conference“Before it may have been based on a small part of age, now it is a comprehensive imperative.”
The benefits of subversion
In the past two years, everything has been disrupted. “It is very profound. It leaves a physical mark in each of us. This is an inner emotional bookmark that we will always hold,” Solis said. But people persisted, and in some cases did not even know.
Solis sees this destruction as a gift. “When the market develops, disruption is inevitable,” he said. “This is a historical phenomenon called creative destruction. The old makes way for the new.” Research supports it: According to McKinsey’s “Accelerated” Research, 75% of American consumers have tried different stores, websites or brands, and most people will stick to these new brands after the pandemic.
“The core of Generation N is essentially the core of today’s business needs,” Solis said. “The digital-first world is a hybrid world-a conscious world, from communications to the services the association provides for its members to marketing-everything needs to be reimagined for this new world.”
Add “S” to the customer experience
The paradigm shift is the perspective. “Technology is no longer an issue,” Solis said. “Technology can actually not only make things more humane, but it can also become special-even magical.” Now it comes down to how people want to deploy the technology. Due to the pandemic, the first step of corporate investment today is customer experience (CX).
CX can be a technology that improves the customer experience, or it can be a completely reimagined technology. “Let’s add an apostrophe to the customer experience,” Solis said. “Let us remind ourselves that this is the customer experience.”
The first thing is to understand what customers value, what they don’t value, and what they get elsewhere. The goal should be to design a better experience to benefit customers. Solis said, because if they don’t have a good experience, they will remember this.
