PhocusWire Pulse: A New Age For Social Media - Brian Solis
Summary
TLDRIn this insightful discussion, digital anthropologist and futurist Brian Solis shares his expert observations on the evolution of social media and its impact on customer engagement. He highlights the shift to a 'digital first' consumer mindset, accelerated by the pandemic, and emphasizes the need for brands to reimagine their customer journey to meet new expectations. Solis challenges travel brands to innovate, focusing on personalized experiences and aligning with customer values for a post-pandemic economy.
Takeaways
- 🎙️ The interviewee, Brian Solis, is a digital anthropologist, futurist, best-selling author, and global innovation evangelist at Salesforce, highlighting his expertise in social media and customer engagement.
- 🏆 Brian Solis was recognized for his early involvement in social media, joining Twitter in November 2006 and amassing over a quarter of a million followers, showcasing his long-standing presence and influence in the digital space.
- 🌐 The script discusses the evolution of social media from its early days, emphasizing the democratizing potential of these platforms for conversations and collaboration among businesses, organizations, and governments.
- 📚 Brian Solis references 'The Cluetrain Manifesto', indicating the early vision of social media as a 'live web' for market conversations and the championing of its power for good.
- 💬 The script highlights the double-edged nature of social media, giving everyone a voice but also emphasizing the responsibility that comes with this power, as noted in Solis's 'Social Media Manifesto' from 2007.
- 🛍️ The discussion points out that businesses initially underestimated social media, treating it as a gimmick rather than a crucial channel for customer engagement and brand loyalty.
- 🔄 The pandemic has accelerated the digital transformation of customers, creating a 'digital first' mindset with heightened expectations for convenience, personalization, and speed in service.
- 🌟 Brian Solis suggests that brands need to reimagine their customer journey to meet the new subconscious needs of digital customers, focusing on intuitive and native experiences.
- 🤝 The script stresses the importance of brands being part of the community, aligning with customer values, and establishing trust, especially in the wake of the pandemic's impact on societal roles and expectations.
- 🔍 Solis's research indicates that customers have become more conscious and demanding, with 75% trying new brands or services during the pandemic and intending to stick with them, emphasizing the need for brands to adapt.
- 📈 The interview concludes with a call to action for travel brands to understand and prioritize what's important to their customers, fix friction points in the customer journey, and innovate to deliver 'wow' moments that stand out in the competitive experiential landscape.
Q & A
What is Brian Solis's professional background according to the transcript?
-Brian Solis is a digital anthropologist, futurist, best-selling author, and global innovation evangelist at Salesforce. He has been influential in the evolution of social media and has advised many early web 2.0 startups.
What was the initial vision for social media as described by Brian Solis?
-The initial vision for social media was to democratize engagement and collaboration among people, businesses, organizations, and governments, aiming for a brighter and more equal future. It was championed for the power of good, inspired by the idea of markets as conversations.
How has social media evolved since its early days according to Brian Solis?
-Social media has evolved from being a tool for democratized conversations to an accelerator of influence, with businesses and individuals gaining significant power to shape products, services, and societal norms. However, it has also become a 'wild west' with challenges in managing its impact responsibly.
What is the 'Social Media Manifesto' that Brian Solis mentioned?
-The 'Social Media Manifesto' is a document written by Brian Solis in 2007 that spread worldwide, discussing how businesses could use social media for good, create stronger community ties with customers, and transform into 'social businesses'.
What does Brian Solis suggest about the current state of brands' understanding of social media?
-Brian Solis suggests that many businesses still undervalue and underestimate the power of social media. He believes that the best companies understand its power, but many still view it as a gimmick rather than a crucial channel for customer engagement.
How does Brian Solis define 'Generation C' and 'Generation Novel'?
-Generation C, as defined by Brian Solis, refers to connected customers who have different expectations and behaviors due to their digital-first lifestyles. Generation Novel emerged post-pandemic, characterized by a cross-generational shift towards digital-first behaviors and attitudes, with a heightened focus on values and trust.
What are the key changes Brian Solis identifies in customer expectations due to the pandemic?
-According to Brian Solis, customers now expect businesses to be digital-first, to reimagine their processes and standards for engagement, and to create new products and services that meet their unmet and unknown needs. They also seek businesses that align with their values and can be trusted.
What does Brian Solis suggest about the future of customer service and engagement in the travel industry?
-Brian Solis suggests that travel brands need to reimagine the entire customer journey, from booking to check-in to the travel experience itself. He emphasizes the importance of personalization, proactive service, and creating 'wow' or 'ignite' moments to stand out in the customer's mind.
What is the importance of understanding the 'new standard' of customer expectations as mentioned by Brian Solis?
-The new standard of customer expectations is crucial because once customers have experienced convenience and personalization, they expect these levels of service as the norm. Businesses must adapt to meet these raised expectations to remain competitive.
How does Brian Solis view the role of technology in enhancing customer service?
-Brian Solis views technology as a tool to empower service agents, allowing them to provide more personalized and proactive assistance. He suggests using automation and chatbots to handle initial customer inquiries, with human agents stepping in for more complex interactions.
What advice does Brian Solis give for brands to succeed in a post-pandemic economy?
-Brian Solis advises brands to understand what's important to their customers, commit to fixing issues rather than reverting to old norms, use technology to enhance service, and innovate experiences to create 'wow' moments that stand out and align with customer values.
Outlines
🎙️ Introduction and Social Media Evolution
The video begins with an introduction to the guest, Brian Solis, a digital anthropologist, futurist, and best-selling author. The host praises Solis's professional setup and microphone, and they discuss Solis's early involvement in social media, dating back to 2006. The conversation shifts to the evolution of social media, with Solis reflecting on its early days as a democratizing force for conversation and collaboration among people, businesses, and governments. He mentions the 'Social Media Manifesto' he wrote in 2007, advocating for the use of social media for good and the transformation of businesses into 'social businesses.' The host and Solis acknowledge that while social media has empowered individuals, it has also introduced challenges in managing its impact.
🛍️ Social Media's Impact on Brands and Customer Experience
This paragraph delves into the impact of social media on brands and customer experience. Initially, businesses underestimated the power of social media, viewing it as a gimmick rather than a strategic channel. However, Solis argues that social media offers an opportunity for brands to learn from trends and passions and to build relationships that traditional loyalty programs cannot. He uses the example of a frozen food brand with a compelling Twitter presence to illustrate the potential of social media in community building. The discussion highlights the importance of brands letting go of traditional rules to reimagine engagement in the digital age.
🌐 Digital Transformation and the Rise of Digital-First Customers
The conversation moves to digital transformation and its intersection with customer experience, particularly in the context of e-commerce. Solis notes the significant shift towards digital-first customers, accelerated by the pandemic. He discusses how digital platforms have empowered and transformed customers' expectations, making them more demanding and seeking personalized experiences. Solis emphasizes the need for businesses to understand these changes and adapt their touchpoints and experiences to meet the new subconscious needs of digital customers.
📈 Generation Novel: Understanding Post-Pandemic Customer Behavior
Solis introduces the concept of 'Generation Novel,' a cross-generational group defined by their digital-first lifestyle, which has been further solidified by the pandemic. He discusses how the pandemic has acted as a 'somatic marker,' creating a deep, emotional shift in customer behavior and values. Solis highlights the importance of trust, relationship, and value alignment in customer-brand interactions. He also points out that customers have become more conscious and demanding, with a significant number trying new brands or services during the pandemic and intending to stick with them.
🔄 Reimagining the Customer Journey for a Digital-First World
The focus of this paragraph is on the necessity for brands to reimagine their entire customer journey to cater to the new expectations of digital-first customers. Solis challenges travel brands to assume that they are not doing a good job and to consider how they can improve every touchpoint from booking to check-in to the travel experience itself. He stresses the importance of personalization, marketing, and a cross-functional approach to address these needs in real-time, ensuring that the brand resonates with the customer's desires and expectations.
🚀 Future-Proofing Travel Brands with Customer-Centric Innovation
In the final paragraph, Solis offers advice for travel brands on how to innovate and engage with customers in the future. He suggests three key areas of focus: understanding what's important to customers and committing to addressing it, using technology to empower service agents to provide personalized support, and identifying and fixing friction points in the customer experience. Solis encourages brands to create 'ignite moments' that stand out positively against the backdrop of ordinary or negative interactions, and to learn from the best in the business to deliver exceptional experiences.
Mindmap
Keywords
💡Social Media
💡Digital Anthropologist
💡Futurist
💡Customer Experience
💡Digital Transformation
💡Innovation Evangelist
💡Social Businesses
💡Generation C
💡Accidental Narcissists
💡Pandemic
💡Values Alignment
Highlights
Brian Solis, a digital anthropologist, futurist, and best-selling author, discusses the evolution of social media and its impact on customer engagement and innovation.
Solis was an early influencer on social media platforms, joining Twitter in November 2006 and witnessing its transformation over the past 15 years.
The early days of social media were envisioned as a democratized space for conversations, including businesses and organizations.
Social media's power to give everyone a voice came with great responsibility, as highlighted by Solis' reference to Spider-Man's uncle.
Solis authored the 'Social Media Manifesto' in 2007, advocating for businesses to use social media for good and to build stronger community ties.
Brands initially underestimated the power of social media, treating it as a gimmick rather than a crucial channel for customer engagement.
Innovative companies like Salesforce understand the importance of social media in building relationships and loyalty beyond traditional methods.
Social media has accelerated the shift towards a digital-first customer mindset, even more so with the onset of the pandemic.
Customers now expect businesses to be digital-first, with new ways to engage and meet their unmet and unknown needs.
The pandemic has made trust the number one issue for customers, who seek businesses that align with their values and societal roles.
Solis' research indicates that customers have become more demanding, expecting faster, more convenient, and personalized services.
Values have become paramount, with customers seeking businesses that reflect their own and contribute positively to society.
The concept of 'Generation Novel' represents a cross-generational shift towards digital-first customers with new expectations for brands.
Travel brands, in particular, must reimagine the entire customer journey, from booking to loyalty, to meet the new standards set by digital-first customers.
Solis challenges travel brands to not assume they are doing a good job and to continuously innovate to meet customer expectations.
For future success, Solis suggests that brands should focus on understanding customer importance, fixing service touchpoints, and innovating experiences to create 'wow' moments.
Transcripts
[Music]
hello
hello you you win the prize for having
the best setup and a very professional
microphone so thank you so much
excellent excellent i was hoping i would
win that one today
well it's not a prize we give out freely
so congratulations so
and extra parts to your title because
you are
an esteemed fellow that's joining us
today so not only are you
a digital anthropologist and futurist
but you're also a best-selling author
and global innovation
evangelist now at salesforce that's so
thank you very much brian solis for
joining us
now interestingly i know we're going to
talk about some broader kind of customer
engagement and innovation
topics but you were one of the very
first i'm not trying to blow smoke up
your ass here but you were one of the
very first people
you're one of the very first people that
i followed on twitter you joined in
november 2006
you got over a quarter of a million
followers so you have seen
whether you like it or not the evolution
of social media and twitter over the
what the intervening 15 years i mean
just give us if you can brian your kind
of general observations
on how social media has evolved
to where it is now from from where it
was back in those
uh wild west days which is a phrase that
i've been using a lot on the previous
session but uh
i think it's a fair one it's certainly
fair and it continues to be the wild
west uh
and look uh just for everybody who's
watching uh
the background is that in the early days
of social media
i was part of a real smart small group
of thinkers who were imagining a new
world before it was even called social
media
that we were advising a lot of the web
2.0 startups which was sort of the
precursor to what would become social
and we we were entertaining all of the
possibilities and advising all of the
early
early founders for many of whom have
become the people you now know
uh as the founders of a lot of these big
networks a lot of them didn't make it
uh and the thing that we all realized
was that we wanted to champion social
media for the power of good
there was a book back in the day called
the clue train manifesto
uh written by uh a lot of a lot of
really good friends
uh doc searles being the one that i'm
gonna cite here uh i think there were
five authors but doc
originally wanted to call social media
the live web
and it was basically this idea that
markets were conversations that it was
a democratized opportunity for people to
get together
and including businesses and
organizations and governments
to sort of democratize engagement and
collaborate around a brighter
uh around a brighter more equal future
and what ended up happening though
was that it was exciting that that
that power was incredible you know i i
was said back then that the uh
the great thing about social media was
that it gave everyone a voice the bad
thing was that it gave everyone a voice
uh that uh to quote spider-man uh well
his his his uncle which was you know
with social media comes great
responsibility
so i wrote in 2007 and i promise there's
a point to this uh
the social media manifesto uh which was
this document spread worldwide around
how we could use it for good and how
businesses could create
stronger community ties with their
customers how customers could create
stronger ties with businesses and help
shape
products and services that listening was
powerful that it could read it could
transform businesses into what i called
social businesses to be
much more part of the community rather
than you know at the time which was a
traditional uh
top-down broadcast those with the most
money
i could control the conversation uh and
so
with that said it was
a dramatic it was an accelerated it was
a powerful shift in the landscape of
influence
and we're still after all these years
trying to figure it out
indeed right okay so thank you for that
i mean
how do you think brands are considering
not only their social strategy but
you know just if we put it into the
wider context of customer experience in
in innovation i mean where are
where are where are the heads of brands
these days when it comes to that
i think honestly social media itself was
under appreciated and also
underestimated by businesses
early on and still is the best companies
totally understand its power this is why
we've seen
this incredible rise of influence d2c
brands really understand it
what i think the mistake that most
businesses made in
every single industry early on was that
social was
just this toy or this gimmick or this
thing that the kids did
uh and most businesses you know really
wanted to focus on the mo
you know the executives wanted to focus
on the more important crucial channels
like customer service and and uh ivrs
and
engaging customers in ways that
absolutely didn't make their days
so it was always understaffed under
budget budgeted
and still to the most part for the most
part it is
under-appreciated today look i think the
reality is um
as my former colleague charlene lee and
i wrote uh
in in our book on building a social
business was that it was actually
and still is an opportunity to learn
from
trends learn from passions learn from
what people don't love and also an
opportunity to be part of those
conversations
to build relationships in ways that a
loyalty program for example can't
and to be a brand that's seen as being
part of the community
uh there's no there's no mistake that
stakehomes
uh you know a frozen a frozen food item
has one of the most compelling twitter
accounts today because it's just
using social in a way that it's meant to
be not that every brand has to go out
and be
absolutely witty uh and clever uh out
there but it does
show that when you let go of rules and
you suspend this belief
that you can actually reimagine what
community building and engagement looks
like i think that's
really the power of social media uh it's
gone
far off the rails though since then but
i think uh what we do is true leadership
so brian if we can um shift gears a
little bit now then so you
your specialist areas these days are in
digital transformation
customer experience and
you know innovation generally in
companies
how does customer experience and digital
transformation kind of combine
now i mean where are we in 2021 with
the digital transformation of e-commerce
and how it relates to customer
engagement if they're if we if it is
a moment in time that is noteworthy
well certainly this is a moment in time
that is noteworthy
uh and what we've seen look if we want
to if we want to even focus
it here on you know hospitality and
travel
you know what we've seen is is a
customer who's become
by default digital first we always knew
digital was becoming more and more
prevalent
going back to i mean amazon launched i
think it was what 1994
and many retailers are still trying to
figure out how to compete against
amazon uh the reality is is that
because digital transforms us as human
beings right social media gave us a
voice it
empowered us but so do so so did the app
economy
so did uh doordash and uber
you know it turned us all into
accidental narcissists and with the
with with the pandemic it accelerated
that transformation
in ways that i can't even begin to
define it's my whole year of research
has been dedicated to how people have
changed and
also then as a result how do businesses
need to change in order to deliver
touch points and ultimately experiences
that meet these
subconscious needs that the digital
customer
now has we're on the cusp light at the
end of the tunnel
where all of this travel is going to
start blowing up
and if executives don't take the time to
answer the questions how did my
customers change
and how can i deliver better experiences
in this new world
then they're going to miss the
opportunity of all of this disruption
your research is ongoing but what have
you what's up what are some of the
conclusions that you have come to so far
about the way customers have changed in
the way they might
interact with their favorite brands or
brands that want to target them
well a lot of things one is that they
expect
that businesses are digital first and i
think the thing about
digital first is that we confuse it with
digital transformation so
let's digitize a touch point let's have
an app
let's have a let's have an ai powered
email system so that we can communicate
with people at times that they want to
be communicated with
what people are saying is that they want
new ways to engage with you
they want you to reimagine your
processes and even your standards for
engagement
in these new channels they want you
to create new products and services that
meet their
unmet needs and also their unknown needs
and by that i mean their unmet needs are
you
you don't engage me in the way that i'd
like to one way that
is typical is when i check into a hotel
that is not
an experience that a digital first
customer is used to
i'll give you an example one of the
interesting things that happened with
buy online pickup and store or curbside
was that one
it every store had to have that
otherwise you weren't going to do
business like every every other business
and two an example of how we become
accidental narcissists is that
once you have this experience it's not
good enough it's never good enough you
want it to be better faster more
convenient more personalized you want it
to be dedicated to you
you want a parking space for you you
want a process when you walk into the
store to pick up whatever it is that
you're getting
you want signage it's basically says hey
brian over here
you want someone who caters to a digital
first mindset
uh to say brian thank you for shopping
on through our app here's your here's
your product or good
uh thank you please come again and you
want that whole process to be done and
i'm not kidding this is the standard in
two minutes
uh that that shift in mindset the
subconscious mindset
is how every single touch point that any
business uses to engage a customer
before travel during travel after travel
has to be reimagined for this accidental
narcissist and
all of that has changed in the last year
is there any going back to old behaviors
or do you think this is a
point of no return that we've become so
digitalized as a
as a society it's funny you say that
because i just traded in my iphone for a
rotary telephone
uh no absolutely not there's once you
taste
something new uh it is the new standard
i'll give i'll give you a quick example
i used to study before the pandemic how
long was too
long for you to wait for an uber in the
united states before you open the lyft
app
and the reason i used to study that
every single year was to document how a
digital first
customer or a digital lifestyle
changes you subconsciously to the point
where you become
insatiable uh impatient demanding
and that number dropped from 15 minutes
to five minutes in new york
uh over the course of several years that
if a car was further out than five
minutes you open the other app because
why would you wait
more than five minutes for a car to come
to you uh
so the point is is that that is true in
every aspect the other thing that i'll
answer your other question on is that
values have become
first and foremost first uh first and
foremost
tremendous we've had our meaning of life
moment
people really did think back to what's
important
uh to them in terms of friends families
definitions of
success happiness what they're going to
do when they get outside what kind of
trips they're going to take
and that they're looking for businesses
hotels
travel companies airlines to carry the
same values
also they want them to play a societal
role in this chaos that was the last few
years
of politics climate change is a real big
deal to a lot of customers
they've become quote unquote conscious
but i don't mean conscious like in a
metaphysical way
or conscious in the liberal way i just
mean they're they're much more mindful
of the decisions that they're making
because they have the tools
to to see their choices that are
personalized for them and then lastly
trust hit the number one issue uh this
this year as a result of the pandemic
that people want to know that they can
trust your organization
so look that combined with being
essentially being a more human company
right going back to the first question
you asked essentially they want
businesses to be part of their society
of a social business a human business uh
but they also want you to understand
that they have
changed if you look at it if you look at
a teenager in high school when you give
them a textbook like you and i had in
school
there's no way their brain is going to
comprehend that because their brain has
been rewired to be much more dynamic in
how their favorite apps work
so we have to design for that brain
every touch point every policy every
process
that's what we're designing for is a new
type of customer who has been rewired
unwittingly uh if you've watched the
social dilemma
and it's an opportunity to design
experiences that are
intuitive uh that are are native
and that are wonderful and who doesn't
want that
it's there is there um
brian a a sense that different
generations are advancing
quicker than others when we talk about
um
you know behavior patterns around their
consumption of digital content
or is really just there's there's no
difference really now there's been so
many people of
of an older age group i always reference
my mother here who'd never
even heard of zoom she thought it was
something that rockets did and now she
can't get off soon because she's talking
to her friends all the time
the generations have kind of come closer
together is that an accurate assessment
uh i'm trying to keep these big
questions as brief as possible in my
response
this is good we'll keep going it's okay
in
before the pandemic or before covet as
bc as i call it
i studied what i call generation c the c
stood for connected and this was
research that i had done
uh many books ago when i was writing the
end of business as usual i had found
that my the hypothesis was that a
digital
first customer and at the time if
somebody used facebook or uber or
twitter uh amazon that they would go
through the customer journey
whether that was travel whether that was
retail whether that was buying a car
that they would go through the journey
much differently than a traditional
customer who might go through this
linear funnel like we had been taught in
school or
or in business all of these years and
indeed
the connected customer was much more
dynamic they came in and out there was
so many uh decision points that they
would go through and what's fascinating
is that the lines blurred between
demographics it was always
just sort of assumed oh well that's just
going to be millennials because you know
they had ipads
and indeed it was but if you were 35 or
45 and you
were active on social media or digital
and amazon or zappos
you you became the same you had the same
expectations because essentially you
were being conditioned to
see a new world with the pandemic
generation c my my research is
salesforce i published this at fast
company and forbes you could read
you could read about this latest
research i called it now generation
novel and it is the same premise
cross-generational
uh in that you had to become digital
first so everybody who was
living a digital lifestyle pretty much
knew how to operate
within a a shelter-in-place world
because they shopped online already they
communicated online
they they knew what zoom was but now
thrust forward everybody who had to
learn all this stuff
right it's not like they were saying
gosh all of these conveniences are
horrible i want to go back to the way
things were
they started to accelerate their
behavior but then you add the pandemic
the somatic marker
that it's a deep emotional book mark is
visceral
we're never going to forget these times
we're never going to forget what an
empty roll of toilet paper was like or
or
s sanitizer now or masks
so we're going to have these beholden
times that changed our values like we
talked about earlier
trust becoming more important
relationships becoming more important
values aligning becoming more important
to for example
31 percent of customers in since the
pandemic
have said they trust a business less as
a result
of how they treat employees and
customers and 61
have stopped doing business with the
company because their values are no
longer in alignment that's a big
percentage
and last with generation novel why this
is so important
is that within the last year 75 in the
united states and these are
equivalent numbers all around the world
75 of customers according to mckinsey
have tried a new brand or service during
this time
and they're going to stick with it so
this generation novel
is the is the cross-generational
psychographic to study
in order to be successful in a
post-pandemic economy
i think what's so important about many
of the things that you're talking about
is that it makes
the touch point that so many brands have
with their customer is
primarily social media because that's
where the engagement comes
comes from which is why i think it's so
interesting that you're referencing
these on this particular event today i'm
you've done some work with travel brands
in the past sabre was
was one that i remember you did some
work with them would you say that
travel brands generally do a good job or
not of just customer experience and
engagement and
and those kind of elements i'd like to
challenge
travel brands to assume that they're not
doing a good job
and it's not to say that they're not
it's just that
after spending this time studying
generation c and then also the
the rapid acceleration of generation
novel uh
that they have to reimagine the entire
customer journey
everything from booking to check-in to
to the actual travel itself to loyalty
has to be completely reimagined
now uh to personalization to marketing
every touch point and i want any travel
brand listening
the word touch is in touch point and
that is a very human thing
and now that the customer is much more
conscious
they are hyper aware of how you're
touching them imagine if you have an
incredible rash and someone keeps
touching you
in a way that is not comfortable they
are keen to it now
they've tasted other great experiences
you now compete with the best of the
best in the experiential world you
compete against
apple even though they're not in the
travel industry you compete against
amazon
and so that is what you have to reverse
engineer your marketing
your customer service your uh
your infrastructure for commerce you
need a cross-functional team that now
has to start addressing these things in
real time what's broken what needs to be
fixed like right now
what do customers expect how can we
deliver that
in the short term and what are our
longer term cross-functional strategies
so that we could reimagine a brand for
this new world because what's
clear is that just because people are
pent up in their homes and they want to
get back out and it's going to look like
yes travel is back they are going to
choose the companies
that are most like them and i can tell
you right now that the c-suite
is not their customer yeah interesting
so
um we've gone a couple of minutes over
time here but this is terrific so
i wanted to get uh one final thought
from you if we can brian
you know let's imagine that we're both
lucky enough obviously to be sitting
here together in 12 months time
what would you like travel brands to
have achieved
in the area of kind of customer service
innovation and
engagement if there are some almost like
a top three things that they should be
considering right now
well the top three things number one is
know what's important to your customer
uh and be committed to
fixing it not trying to get back to
normal not trying to
remove costs i need you is your first
step to embrace a mindset
of preventing future disruption
don't assume that the pandemic going
away in 12 months
it's not by the way that's another
conversation
but in 12 months
expect a customer-led disruption
that's based on that mckinsey data that
we talked about so we have to know
what's important to them
we have to compare that to the touch
points that we offer today so that we're
not pushing them away
we have to examine uh our our service
not just as a reactionary weakest link
in the
customer journey uh touch point but now
as a proactive discovery touch point so
this is where automation and chat bots
come in
in fact service agents now can be
retrained as customers are doing their
research and they
hit that chat bot it's an agent on the
other side of that when the chatbot
can't continue that conversation
so agents now have to have the mindset
and be empowered to
it's not how fast i can get them off
this conversation it's how can i help
them feel like this is the right
decision for them
so technology that gives agents that
freedom
uh and metrics that give agents that
encouragement to do this type of work is
going to be helpful on on the bookends
of service
and then experience innovation is where
i would also look
where are people experiencing friction
today
let's fix that and let's compare
ourselves to the best in the business so
that we can deliver a wow
in what i call an ignite moment that
ignite moment is where
you know people feel like most of the
time those touch points with whatever
business
is they suck so when you deliver
something good it's going to stand out
and then the last thing is where can you
deliver a wow moment that you don't
exhibit today so just because the
check-in process
is what it is and you have an app that
allows you to choose a pillow
that it's that's cool but
what is it that that that person really
wants you know that there was probably
stress at the airport you know there was
probably stress in getting to the hotel
for example
uh read an article in or read my book ex
or read an article in fast company from
several years ago
that talks about the airbnb renaissance
of how they use data to tell the story
of the
of the guest before they even ever
arrived at the airbnb
property and how they use the disney
storyboard artist to bring that story to
life in ways that executives would say
wow we never thought of that
and they changed their whole business as
a result that was when
airbnb went through that whole
rebranding and became an experienced
company
a lot to learn there okay um
we're right up against time so thank you
so much you've added some really
interesting kind of big picture color
to the conversations that we've been
having in the sessions prior to this so
that was that was really great so brian
sonny's thank you so much for joining us
on this episode of focus white pulse we
really appreciate it and
stay well i'll be back in a moment thank
you
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