by Jessica Danny, Chief Marketing Officer Club
Brian SolisDigital Anthropologist and Salesforce’s Global Innovation Evangelist believe the pandemic has fundamentally changed us all, calling it epoch moment. During the 2021 CMO Club Innovation & Inspiration Summit, Brian shared how people are spending more time than ever in the digital world, but at the same time, they have a stronger preference for brands.
Customers want more than just a transactional experience: they want to feel that a brand is aligned with its values and understood. Companies that can thrive in this new environment will be able to create what Solis calls “Ignite moment” — those extraordinary moments that make your brand stand out in the minds of your customers.
In this regard, Solis suggested that companies need to shift from focusing on customer experience and product experience to “customer experience” in the overall sense. It might seem like a subtle change, but Solis thinks the apostrophe makes all the difference.
By building the customer experience from the customer’s perspective customers Experience, we shifted our focus to individuals and their experiences at all stages of interaction with the brand. Are you ready to transform your company’s customer journey with a focus on #ignitemoments?
All we do is use technology to get closer to people, get to know them, and show them that we know them. – Brian Solis
Customer Experience vs Customer Experience
- Customer experience is the sum of customer interactions with your organization at every touchpoint throughout their journey.
- Shifting the focus to the customer experience in a holistic manner is an opportunity for CMOs to expand their marketing to integrate into the customer journey.
- People remember special experiences, whether positive or negative. To build loyalty, you need to deliver more than just expected results, you need to deliver a great experience.
Customers want to be understood
- The pandemic has pushed businesses and their customers further into the digital world and digital experience. But digital experiences often feel utilitarian, not so warm.
- 66% want businesses to understand their unique needs and expectations
- 68% expect brands to show empathy (more personal engagement)
- 76% expect consistent interactions across departments
- 84% of customers say the experience you provide is as important as your products and services. Focus on building customer experiences from the ground up in a way that is responsive, empathetic, and delivers exceptional value.
For the past 50 or 60 years, we’ve been using technology to move away from humans, automate, scale. This is the moment when we can use technology to connect – Brian Solis
experience innovation
- To create a more human and personalized experience, companies need to integrate data across departments, but only in 15% of companies have a single view of customer data and the organizational structure that uses it.
- Companies that can use data to transform the customer experience from a 360-degree perspective will have a major advantage.
- Ignition moments occur when you gain the attention of your customers and you are able to convey empathy and provide value.
- Brands that can effectively express “digital empathy” to their customers have the opportunity to build incredible customer relationships and loyalty.
