Are you experienced? The ultimate search of the perfect customer experience: What is means for brands and how to create them. Presented by Brian Solis. Brian Solis is a principal analyst at Altimeter Group, a Prophet company. He is also an award-winning author, prominent blogger/writer, and keynote speaker. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. His research and his books help executives, and also everyday people, better understand the relationship between the evolution of technology and its impact on business and society and also the role we each play in it. As a result of his work, Solis also helps leading brands, celebrities, and startups develop new digital transformation, culture 2.0, and innovation strategies and that enable businesses to adapt to new connected markets from the inside out.

1. GENERATION C
INTRODUCING

2. What is the biggest challenge you are
facing in competing for the future?
1. Understanding how customers are evolving
2. Corporate culture is too rigid to innovate
3. Leadership isn’t leading the way
4. No sense of urgency or incentive to change
5. Don’t know where to start
6. Lack of expertise or skillset

3. Digital Darwinism
The evolution of society
and technology and its
impact on behavior,
expectations and customs.

4. “What was offered in the past and what is offered
today were designed for different times,
expectations and experiences in a world that
didn’t have much to choose from. Convention,
business as usual, was very much the standard.”

6. Welcome to a
new era of
business
where your
brand is
defined by
those who
experience it.

7. A maturity model
serves as a
diagnostic tool to
benchmark against
other companies in
their transformation

8. CX is the number 1
catalyst for advanced
digital transformation

9. The Great Endemic of Digital Out of Touchness
EXECUTIVES
Business Outcomes
Cost control
Margins/Profit
Shareholders/Stakeholders
Scale
Growth
Innovation
EMPLOYEES/
CUSTOMERS
Digital-Mobile 1st
Personalization
Lifestyle
Convenience
Immediacy
Ambition
Happiness
Appreciated
Me, Me, Me
EXPERIENCEDIVIDE

10. Businesses that mapped
the customer journey within
the last year.
Down (54%) from 2016.
Roadmaps are developed
and investments in CX are
made without
understanding customers.
35%

11. The State of design in 1 Picture

12. What is brand?

14. What is brand experience?

16. What is customer experience?

17. The customer’s experience is the
sum of all engagements a
customer has with your
organization, in every touchpoint,
throughout their journey.

18. What is user experience?

19. UX
User X-pectation
User experience is all aspects of the end-user's interaction with
the company, its services, and its products.

20. What is Experience?

21. Experience is something
you feel, something you
sense and interpret…it’s
measured by how you react.

22. BX
CX
UX
Brand Experience
User Experience
Customer Experience
The experience that users should have before, during and
after engagement with the platform? How does this fit into
my lifestyle? Where does this add value? What value does
it add? What do I feel? What do I tell people?
The individual + the sum of all interactions in each moment
of truth. How does CX bring to life the confluence of the
brand promise and the brand experience?
The design of a person's entire experience with a products
and services. Customers expect frictionless movement
across channels, devices and physical touchpoints.
BRAND
Brand
The brand is the culmination of the experience people have
in each moment as defined by BX and delivered through
moments of CX, SX, UX. BX reflects evolving customer
preferences, expectations, values and behaviors. It’s more
than creative, design and pillars, it’s emotional, personal.
ServiceExperience
Service Experience
The design, staging and delivery of experiential services
through orchestrated roles, props and processes. How do
we enliven experiences through operations and services?

23. What is the experience
people should feel?
And how is the experience
enlivened through spatial design,
service innovation and UX IRL?

24. 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.

25. Business “as usual” is an
outdated mindset. Modern
customers are connected
and empowered. They
want things NOW and
PERSONALIZED in the
moments that matter how
they communicate,
discover & connect.

26. The Law of Accelerated
Societal and Selfie Disruption
As technology exponentially grows, so does its impact on
behaviors, societal norms and cultural beliefs.

27. They spend 177 minutes on their phone per day.
1500X
Mobile
Changes
Everything

33. The line between reality
and virtual reality is
blurring. Customers
want to feel like physical
spaces are designed for
their digital lifestyle.

34. Make critical
decisions
using
mobile
Consumers
expect more
They rely on
social and
reviews
They're
over-
informed
They expect
answers +
transparency

36. 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

37. You are designing CX strategies for people
who vomit rainbows. Think about that.

38. Ladies and gentlemen,
The Cluster Funnel

41. 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.”
“

45. Most shoppers
are too stressed
to a point of
losing their
temper during
online shopping

46. more search traffic than text or image.
(Aberdeen Group)
41%Video content
sees more than

47. MANAGEENGAGE

48. The Rise of Advisor Brands

49. 1.Research - The ‘well-advised’ consumer
2.Impatient - The ‘right now’ consumer
3.Expectations - The discerning ‘right here’ consumer

50. 90%of smartphone users are not absolutely certain of the
specific brand they want to buy when they begin
looking for information online.
73%say getting useful information from a business is the
most important attribute when selecting a brand.

51. Mobile searches for “best
toothbrush” have grown
more than 100% over the
past two years.

52. UTILITY IS THE NEW VIRAL

53. Connect the dots between
evolving customer behaviors
and preferences and your
value proposition, touch points
and consumer experience.

54. What they want or
don’t know they
want, but can’t
live without it
once they have it.
What we think
they want.
CUSTOMERS BRANDExperience
Design
The Relevance Gap: Ask Different Questions
Does it fulfill their needs?
Does it complete their lives?
Will it brighten their days?
Does it arouse their curiosity?
Will it simplify their lives?
Will it help them finish their tasks better/faster?
Does it give them new hope?
Does it bring them closer
to their goals
Does it resonate with them?
Does is solve their problems?
Does it offer new possibilities and outcomes?
Does it give them something
to share or talk about? Does it make them want
to help others?

55. BE PRESENT. BE HELPFUL.

57. Design
Technology
Service
perienceE
Brand
Customers
Employees
Space

58. Do You Have
An Experience
Style Guide?

59. CX should be designed like a Disney or Pixar movie,
complete with character and story development,
storyboarding, woven into a thoughtful and
methodical universe where the experience is linked,
immersive and enchanting in every moment of
truth." @briansolis

60. Airbnb went through the Pixar
storyboarding process to learn how
to re-imagine the Airbnb brand and
the experience for guests and
hosts. This lead to a cohesive
vision and a guide to help hosts
deliver and guests receive a
desired brand experience.

61. Philips Experience Architecture

62. Constantly map the customer
journey to create smooth cross-
channel customer experiences

63. Engage in deep consumer research
for a unified view of the customer

64. Cultivate the necessary digital
skills AND mindsets across
the organization

65. Invest in cross-functional innovation
pilots…prioritize innovations that
target the connected consumer.
cross-functionally to unite the
customer’s experience.
Test. Learn. Share. Together!

66. It isn’t just disruption you should
worry about, it’s mediocrity that
will drive your customers away.

67. with us.

68. Brian Solis
bsolis@prophet.com
Altimeter, the digital research group at Prophet
briansolis.com
@briansolis
Linkedin.com/influencer/briansolis
Facebook.com/thebriansolis