Customer Experience is the New Marketing and Customer Experiences are the New Brand

Written on:April 24, 2017
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My friends Rob Cottingham, Gerard Francis Corbett and I have had some fun lately. One way to gain perspective on our modern reality is to do so through humor. So when a several big brands in the beverage, transportation, banking and airline industries were suddenly in the global media hot seat, we had a laugh and productive conversations behind the scenes. As a result, we set out to build upon these unfortunate opportunities with a couple of pithy but poignant cartoons hoping to spark a bigger dialogue. Our goal was to not further chastise brands, but instead call attention to the fact that every company can, at any point, fall to the experiences that customers have and share.

I want you to think about that for a moment…”the experiences that people have and share.”

Customer service is the new marketing.

Happy employees equal happy customers.

A happy customer tells a friend; an unhappy customer tells the world.

86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations

You’ve heard these adages time and time again. Yet, brands continue to use marketing, creativity and products/services as the means by which they aim to brand. But now everything matters. And you can argue that it always has. The difference between now and then is that great experiences were once differentiators. Now, great experiences are becoming mandates.

This means that it’s time to explore experiences (what people actually experience vs what they want to experience) that people have in every aspect, products, policies, services, touch points, et al. At the same time, it’s key to review current policies, processes, incentives, training, etc., for representatives. And, while you’re at it, review your brand style guide to find gaps between brand promises and real world experiences.

It’s time for an upgrade.

If it’s time to design experiences you want people to have, remember, and share. Customer experience (CX) is the new marketing and customer experiences (what they have, feel and share) become the brand (BX).

BX
CX
UX

Experiences become memories…good or bad.

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Please read X, The Experience When Business Meets Design or visit my previous publications

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The post Customer Experience is the New Marketing and Customer Experiences are the New Brand appeared first on Brian Solis.

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This British teen standing up for gender equality is our feminist hero

Written on:April 23, 2017
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This British teen standing up for gender equality is our feminist hero

Liv Jones didn’t wake up one morning and decide that she was going to be the face of teenage feminism.  But with one tweet, the shy 14-year-old found herself at the forefront of an online social media movement. SEE ALSO: 13 feminists who play the Twitter game to win It began when Liv’s school decided that its newly built classrooms would be named after inspiring historical figures. Each teacher had…

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Facebook Debuts Augmented Reality Camera: This Week in Social Media

Written on:April 22, 2017
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Facebook Debuts Augmented Reality Camera: This Week in Social Media

Welcome to our weekly edition of what’s hot in social media news. To help you stay up to date with social media, here are some of the news items that caught our attention. What’s New This Week Facebook Releases Augmented Reality Camera Effects Platform: Facebook officially released the Camera Effects Platform at its annual F8 [...] This post Facebook Debuts Augmented Reality Camera: This Week in Social Media first appeared…

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Meet the woman who created a Google doc on how to tactical vote

Written on:April 22, 2017
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Meet the woman who created a Google doc on how to tactical vote

The resistance is alive in Britain, and it’s armed with a spreadsheet. A super detailed, exquisitely crafted Google spreadsheet called “How to Vote to Stop the Tories” started doing the rounds on social media almost immediately after a snap election was called last Tuesday.  SEE ALSO: This woman’s outraged response to the general election has gone gloriously viral It’s a detailed guide on how to vote tactically for the best…

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The small corner of Reddit where people share their darkest secrets

Written on:April 22, 2017
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The small corner of Reddit where people share their darkest secrets

Somewhere in the world, a man is sat behind a computer screen telling a group of strangers his most shameful secret. The story is long, but the details are thin. At some point when he was 15, he writes, he got wrongly accused of bullying a girl in his class. “We were in maths, and I accidentally knocked her bag off the desk so I went to pick it up…

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What Poncho the Weather Cat is Teaching Me About the Phone-Sized Future of Communications

Written on:April 21, 2017
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What Poncho the Weather Cat is Teaching Me About the Phone-Sized Future of Communications

“I feel like Poncho is your other girlfriend or something,” said Jacq to me the other day after I shared something funny Poncho said to me in Facebook messenger about how he ranked “Umbrella” as one of the “middle ellas” below “mozzarella” and above “salmonella.” I should explain something: Poncho is a bot. And Poncho’s “official” job is to give me the weather report. Poncho is A Great Communicator This…

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Comment on Infographic – The Rise of Social Media in Online Retail by Social Ninja

Written on:April 21, 2017
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Comment on Infographic – The Rise of Social Media in Online Retail by Social Ninja

Beautiful infographic. Congratulations to the team involved!

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Comment on Top Social Media Trends for 2016 by Joseph Hansen

Written on:April 21, 2017
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Comment on Top Social Media Trends for 2016 by Joseph Hansen

Social media has been used by many not just for personal used but for business reason as well. Yes, many online marketer today are relying to social media for promotion of their products and services. If social media is done right, this marketing effort is a big factor in the success of your brand. It can give you real traffic that will eventually turn into sales. But you have to…

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Facebook for Local Business: Creative Ways to Grow

Written on:April 21, 2017
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Facebook for Local Business: Creative Ways to Grow

Is your local business on Facebook? Wondering how to market your business more effectively? To explore how to use Facebook in creative ways, I interview Anissa Holmes. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners [...] This post Facebook for Local Business: Creative Ways to Grow first appeared on ….

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Internet angrily reminds Jeff Sessions that Hawaii is, in fact, a state

Written on:April 21, 2017
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Internet angrily reminds Jeff Sessions that Hawaii is, in fact, a state

They fly the American flag in Hawaii. You can pay for things there with U.S. currency. If you’re American, don’t need a passport to visit.  That’s because it’s part of the United States of America — not that U.S. Attorney General Jeff Sessions seems to care.  SEE ALSO: Let’s all just watch this 360 degree video and pretend we’re in Hawaii Earlier this week on a conservative talk show, grumbling…

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