The Future of Brand is Experience

Principal AnalystAltimeter Group

Brian Solis

@BRIANSOLIS

SALESSERVICE

MARKETING

Experience

Experience is the sum of all

engagements a customer

has with you during the

customer lifecycle.

86% of buyers will pay more for a

better customer experience, but

only 1% of customers feel that

vendors consistently meet their

expectations- CEI

What is brand?

Relentlessly Relevant Brands are the

Brands that matter most in people’s lives.- Prophet.com, Brand Relevance Index

What is experience?

BrandWhat we say and do

ExperienceWhat people feel and share

Expe

rience D

ivid

e

You get to

consciously decide

what has meaning

and what doesn’t.

WELCOME TO THE

#EGOSYSTEM

The Future of Experience in 1 Picture

Master Total Re-CXing

People look at their phones 1,500x each week.

They spend 177 minutes on their phone per day.

Customer

expectations are

influenced by

experiences

engaging with

other industries.

I tried to be creative once, but I got stuck in meetings.

Why is Turning on the TV Still So Hard?

The

Rise of

Micro-Moments

Ladies and gentleman,

The Cluster FunnelCustomers don’t see

departments, think about

business goals or care about

budgets, politics or cross-

functional silos.

Micro-moments unfold

through a variety of common

“I want” scenarios that help

people take steps or make

decisions

I want to learn…

I want to buy…

I want to know…

I want to go…

I want to do…

90%of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online.

CollectiveExperiences

Experience

Brand

Products

Marketing

Sales

Service

Loyalty

Trends

Test and Learn

Inspiration

Insight

Collaboration

Iteration

Innovation

Engagement

CommunityThe

Relevance

Revolution

Routines

Aspirations

Personalization

Preferences

Needs

Challenges

Dislikes

Aspirations

Compromises

Brand and customer relationships are the result

of intentionally creating meaningful and

personal experiences…now and over time.- @BrianSolis

This is space.

It’s yours to design.

Brian Solis

bsolis@prophet.com

Altimeter Group, a Prophet Company

briansolis.com

@briansolis

Linkedin.com/influencer/briansolis

Facebook.com/thebriansolis

The taller the building gets, the

smaller the bricks actually are…#AChildsPOV

#forcedperspective

#imagineering

Attrition < Retention

Relevance Drives

Acquisition + RetentionShared Experiences are the Next Competitive Advantage

CX IS OFTEN COUNTER INTUITIVE UNTIL IT’S EMPATHETIC

Becoming the Customer – When DCX Becomes CX

Philips Experience Architecture

Remember when you

were told to stop

daydreaming and how it

made you feel?

Please don’t stop.

We need dreamers (and

doers) now more than

ever.

#dontquityourdaydream

The rise of digital transformation.

The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers and create new value in every touchpoint in the customer journey.

Top Brands Earn a Competitive Advantage and a

Place in Customer’s Hearts Because They...

Discover breakthrough customer insights and use them to

unlock tremendous growth

Execute flawlessly to deliver on functional needs, earning trust

and building durable bonds over time

Engage us in creative ways, integrating our interactions to

create a remarkable customer experience

Are truly a “category of one” for both everyday occasions and

the moments that matter mostProphet.com

The X FactorX=Creating such memorable moments for your

customers through every encounter they have with your

brand – all day, every day

73%say getting useful information from a business is the most important attribute when selecting a brand.

Digital transformation

represents the quest

to understand how

disruptive technology

affects the digital

customer experience.

82% Number of people who have stopped doing

business with companies due to bad

customer experiences.

It’s all just a matter of perspective really…What separates the good from the great?