7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 1/14
CONCLUSIONS PAPER
Brian Solis: How Experiences Matter to Your Bottom Line
Featuring:
Brian Solis, Principal Analyst, Altimeter Group
Insights from a keynote address at a recent Integrated Marketing Week conference, organized by DMA and Econsultancy, and sponsored by SAS
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 2/14
SAS Conclusions Paper
Table of Contents
Introduction 1
On Being Human 2The Experience Divide 2
The Culture of Connection 4
Introducing Generation C 4
Rethinking the Sales Funnel 5
The Four Moments of Truth 6
Developing an Engaged Relationship 7
Creating Passion, Not Just Consumerism 8
Closing Thoughts 9
About the Presenter 9
For More Information 10
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 3/14
1
Brian Solis: How Experiences Matter to Your Bottom Line
Introduction
The one-year-old girl was entranced with the iPad ®. It lights up. Things move. It
responds. It’s completely intuitive to her.
Given a set o ashion magazines with brightly colored pictures, the inant
is beuddled.
She drags and swipes, pinches and reverse pinches, yet the magazine
does nothing.
It is clearly broken. Useless. So she sets it aside.
“For my one-year-old daughter, a magazine is an iPad that does not work,”
says dad in a YouTube video that has garnered more than 4 million views.
“It will remain so or her whole lie.”
Part o the inant’s brain has been coded to an entirely new way o interacting with
media, compared to her ather’s generation She will never know a world without touch-
screen computers, smartphones and the Internet She will never know a world without
Instagram, YouTube and Pinterest She will never know a world without mobile wave-to-
pay, scan-to-connect or swipe-to-navigate That world simply doesn’t exist or her
Whatever your thoughts on inants using iPads (there are plenty o opinions in the
comments to this viral video), one thing is clear: Your uture customers will be dierent
rom anything you’ve ever known in the past Today’s customers are already prooundly
dierent rom yesterday’s Get real about this evolution o the human dynamic – or get
overrun by those who do
What’s does this mean or the uture o business? At a recent Integrated Marketing
Week conerence, digital analyst and uturist Brian Solis shared insights rom his book
o the same name –WTF or short, which, by the way, is intended to mean exactly what
you think it means
“In all reality, the uture o business is something each and every one o you has to
answer or yoursel or the businesses you work with,” said Solis “I’m not going to talk
about social media and the importance o Facebook and how amazing Pinterest is
Those are all tools and technologies that we will gure out how to use I want to talk
about the idea o an integrated experience, and how important that is
“The other day I was asked to oer my prediction or the most important technology we
need to ollow in 2013 What is the biggest trend on the horizon that I thought we all
needed to pay attention to? My answer: Human beings All o this technology that we’ve
been gited is an opportunity or us to better learn about the people we are trying to
reach And to use that knowledge to connect with them in meaningul ways, to create
a customer experience that delivers on our brand promise”
“Today’s inants, millennials
and Generation Z are digital
frst; they have to learn how to
be analog. Generation X, baby
boomers and matures are
analog frst; we had to learn
how to be digital. The uture is
taking a digital-frst perspective
to build products and services
that begin with the connected
generation in mind – not
necessarily based on the
world as we know it.”
Brian Solis
Digital analyst and uturist
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 4/14
2
SAS Conclusions Paper
Solis’ answer brings ocus to the importance o social science over “shiny object
syndrome” Businesses may put too much emphasis on a shiny technology, without
ully understanding how that technology changes human behavior
On Being Human
In the Emmy Award-winning television show, Undercover Boss, senior
executives work undercover in their own companies as entry-level employees
– under an altered appearance and assumed name. The executive spends
one or two weeks working in various areas o the company’s operations, then
returns to his/her true identity. The executive then summons select employees
to corporate headquarters or a surprise debriefng – good or bad.
“There’s a magical moment in every episode where the executive who went through the
rigmarole o being an employee or a customer is given the git o empathy,” said Solis
“They say things like, ‘I orgot what is was like to be an employee’ ‘I orgot what it was
like to be a customer’”
Solis isn’t casting aspersions on executives, just acknowledging that their roles can be
quite oreign to the roles o employees and customers “A day in the lie o an executive
is about managing spreadsheets and dashboards, reporting to shareholders and board
members, and determining how to propel the company orward The language o
executive roles is oten not even a human language anymore It’s about targets, strategic
directions, corporate perormance and ROI – it’s not usually about inspiring people on a
human level”
That’s what makes the Undercover Boss show work There’s always this “aha” momentat the end But when we gain this empathy, what do we as marketers do with this git?
Not so much, so ar, Solis charges We have access to some o the most amazing
technologies ever to tell us more about human beings – what’s important to them and
how we can be more relevant – but we’re pouring all this knowledge into the same
programs, processes, methodologies and philosophies we have always used We’re
not doing very much new at all; that has to change Our mission should be to exact the
kind o change that makes integrated marketing not a matter o aligning communication
channels, but an embedded unction and mission o a better organization
The Experience Divide“Ater conducting a lot o research over the years, I have seen a common weakness in
customer-acing organizations,” said Solis “I call it the ‘experience divide’ It represents
the gap between your brand promise and the experiences people have with your brand
It’s the dierence between the image you’re trying to create with your marketing eorts
and the reality o what your customers eel and share I assure you, there is a gap
between what you say and what people eel and share That gap doesn’t have to exist”
We have access to some o
the most amazing technologiesever to tell us more about
human beings – what’s
important to them and how
we can be more relevant – but
we’re pouring all this knowledge
into the same programs,
processes, methodologies
and philosophies we have
always used.
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 5/14
3
Brian Solis: How Experiences Matter to Your Bottom Line
Closing the gap starts with understanding the customer experience on a deeper level
With the technology we have available to us, we are no longer limited to measuring
straightorward metrics such as hits, click-throughs, likes, ollowers, sentiment and
share o voice We can start to create and measure shared experiences, and the value
and the impact that these experiences have
Marketers might protest, saying, “We already reach customers through multiple contact
channels We already have integrated marketing to deliver good experiences” Do you?
Really?
“When you start to truly pay attention to the people you’re trying to reach, you start
to become them,” Solis said “You gain the ‘aha’ empathy moment o an executive
in Undercover Boss You start to realize that all the talk about market segmentation,
customer proling or customer segmentation is too limiting, because it’s about
demographics, cybergraphics and behaviors When you become a marketing
anthropologist and start to investigate how you reach people, how they make decisions,how you infuence them and how they infuence others, you gain a second ‘aha’
moment: Traditional marketing is broken Or at least it has to undamentally change
as the world around us has changed”
By design, the way companies market and the channels we use to market are delivering
the opposite o an integrated experience, because those channels themselves are
not internally integrated The Web team crats the website The social media team
is responsible or the company’s presence on Facebook and Twitter The marketing
communications team generates the collateral, and so on Talk to people in those
teams, and you’ll get any number o answers about what the customer experience is
supposed to be, and oten you’ll nd little consensus and collaboration among those
teams That’s a problem when we dene integration at a higher level, when we’re trying
to achieve not just consistency across a series o technologies but a cohesive and
satisying experience with the company as a whole
“Technologies are not the answers; they’re just the enablers,” said Solis “It’s not just
about social, mobile and big data It’s about everything that is having an impact on us as
individuals That’s why I’m not just an analyst who studies disruptive technologies I’m
also an aspiring digital anthropologist, studying the impact o technologies on society
and culture”
We are all becoming that one-year-old girl with the iPad, to some degree We might
not be evolving in the Darwinist sense, but we are evolving in terms o how we getinormation, where we get it, and how we assimilate it to make decisions We are
gradually becoming that person we’re always stuck behind in the airport security line
– the one so pathologically connected that there is always one more device to sh out
and put in the tray We are more and more connected each day
“Technology and society evolve
aster than many can adapt.
Those that do fnd that it’s not
just about survival o the
fttest, it’s also about survival
o the ftting.”
Brian Solis
Digital analyst and uturist
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 6/14
4
SAS Conclusions Paper
The Culture of Connection
The pope, the highest spiritual leader o the Roman Catholic Church, is
considered the successor to Saint Peter, to whom Jesus gave the keys o
heaven. In ancient times, popes helped spread Christianity and resolve
disputes o doctrine. In the modern day, popes are dedicated to interaith
Christian unity and dialogue, charitable works and the deense o human rights.
Given the prominence o the papacy in world history, the naming o a new
pope is a global watershed event. It has also been a watermark or our
changing culture.
When Benedict XVI became pope in April 2005, crowds at the Vatican watched
him with reverence, knowing they were part o history. Only eight years later,
when Pope Francis rose to the position, crowds at the Vatican photographed
him on their phones, knowing they were sharing a part o history.
“We see the world dierently now,” Solis said “You are now marketing to an audience
with an audience o audiences – connected by shared experiences They share
experiences as they happen When the experiences become the center o everything,
you can either be designing those experiences or reacting to them
“I would argue that most organizations are doing the latter – reacting to experiences
rather than creating them For example, when businesses got on Twitter and Facebook,
they rst used those channels to respond to customer complaints Then they had to
create a department or that, create new metrics, get new budgets and get technology
to acilitate and manage these interactions But why spend all o our time and money
just reacting to the experiences people are having, when we could defne the experiencewe want people to have through positive conditioning? What experience do you want
people to have and share, and then how do you design the rest o the integrated
strategies to bring that vision to lie?”
Introducing Generation C
I you’ve been around olks rom Generation X (born in the’70s and’80s),
Generation Y (“millennials” born rom the early ’80s to the early 2000s), or
Generation Z (the generation now being born), you’ve seen the scene – people
gathered together, ostensibly or un and riendship. But everybody is oblivious
o one other, glued to their smartphones instead. “Best party ever,” is probably what they’re texting.
No matter what we think o this scenario, we’re not going to change it We could laugh
about how these young people who appear to be bored and disengaged are probably
texting about the amazing time they’re having We could also acknowledge that
something is engaging them, and nd ways to become that something What can
we do to stay relevant to this obsessively connected generation – Generation C?
It’s easier than ever or
customers to share experiences.Pull out your phone, snap a
picture and bam – it’s in a text,
a tweet or posted to Facebook
or your blog. What experience
do you want people to have
and share, and then how do
you design the rest o the
integrated strategies to bring
that vision to lie?
It is or Generation C that
we need to design shared
experiences, but what we
do will beneft all our
customers, because the
more we learn about them,
the better or everybody.
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 7/14
5
Brian Solis: How Experiences Matter to Your Bottom Line
“Generation C is not an age demographic, it’s about customers who live a connected,
digital liestyle,” said Solis “Generation C drives it all They are the ones texting, tweeting
and sharing their status updates on Facebook They are the ones inatuated with
posting seles on Instagram And they are wired dierently
“Why does this matter? It matters because the more they are connected, the more they
are inormed The more they are inormed, the more they are empowered The more
they are empowered, the more they are demanding As they become more demanding,
they expect more personalization, aster responses, the right kinds o inormation and
the right kinds o treatment So everything we’re talking about with technology solutions
– social, mobile and big data – none o it matters i you don’t care about creating
meaningul and shareable experiences or Generation C”
The rst step is a change o mindset – a more human and empathetic approach
Nobody likes to be marketed to or sold to, but people do like to be drawn into an
amazing story We all like to be immersed and carried away to a dierent and moreenticing place Marketers can deliver on that desire when we pay heed to what Solis
calls the human algorithm at the confuence o data science and digital anthropology
The rst point to remember is that Generation C is digital So when we make marketing
decisions rom an analog standpoint, we’re already missing an opportunity to align
with them For example, we want to make websites accessible rom mobile devices,
so we get technology that ports the company website down to a smaller screen
Chances are, the website wasn’t that compelling or useul in the rst place – ew
o them are – but now we’ve ported it to a device or which the interace isn’t even
compatible People do not use smartphones the same way they use desktop or laptop
computers, so why do we think it’s enough to publish the same content on vastly
dierent categories o devices?
Rethinking the Sales Funnel
Businesses today are structured around the proverbial sales unnel, where customers
are seen as progressing rom awareness to decision to action to loyalty In most
organizations, each stage o the sales unnel is handled by a dierent department,
each striving toward dierent metrics tracked by dierent reporting mechanisms –
and getting dierent results
“I call this traditional model a cluster unnel, because it underestimates the customer
and oversimplies the relationship,” said Solis “Instead o awareness, the rst stage
is usually an attempt to convince customers that we’re amazing and we deserve
their money Once the customer is hooked into the unnel, what usually ollows is
a transaction and then distance O course, later we’re re-enchanted, because we
want to cross-sell or up-sell So the customer goes into a governance process, oten
a customer relationship management system that is old and broken Few in the
organization have access to this system, and those who do have access don’t know
what to do with it Not that they could do much, because the system is oten very
limited in its unctionality and held together with duct tape”
How people connect,
communicate, share and
discover is changing. Armed
with new methods o gathering
inormation and interacting
with retailers, consumers are
becoming increasingly inormed,
empowered and demanding.
This is only the beginning o a
much larger movement, and it
is orcing businesses to adapt.
No matter how precise we get
with customer segmentation,
or how smart we get with
predictive algorithms, it won’t
matter, because without
understanding social science
– without aligning with a bigger
mission or vision that matters
to our customers – we are just
using new tools to conduct
business as usual. We are not
moving in any new direction.
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 8/14
6
SAS Conclusions Paper
In his new book, Solis introduces a dierent way o conceptualizing the sales unnel as
a customer journey The rst step is ormulation: awareness and consideration The next
step is pre-commerce, where the customer evaluates options In the third step – the
commerce step – we manage purchase, customer experience and loyalty The ourth
step, post-commerce, is where we have the opportunity to build a bond with that
customer that transcends the sale
“In the center o all this is shared experience,” Solis said “As people are going
through this decision-making and action process, they are either taking away shared
experiences to know what to do next, or they’re contributing shared experiences to
help other people know what to do next
Evaluation
Purchase
3
Commerce
1
Formulation
2
Pre-
Commerce
4
Post-
Commerce
Experience
Loyalty
Bond
Experience Is Everything
Awareness
Consideration
Figure 1: Dynamic customer journeys all overlap each other at dierent moments
o truth.
“This is where social science – digital ethnography – comes into play When you
start to map customer behaviors, you learn what questions customers keep asking
and what networks, channels, apps and communities are important to them This is
important because, unlike traditional word o mouth, what is posted on review sites,
blogs, YouTube videos and social media sites does not disappear It keeps building
and building, growing more infuential, until at some point these shared experiences are
organically louder and more discoverable than anything you can SEO your way around
And that’s a big deal”
The Four Moments of Truth
“I just joined the church o Vitamix blender owners,” Solis said “I love my Vitamix
blender Initially, I couldn’t gure out why the Vitamix blender was so expensive, but not
only did I learn about the value proposition o the blender and why it was so expensive, I
learned how to use it All on YouTube”
Shared experiences are at the
center o the customer journey.
That means it has never been
more important to be sure
that operations are aligned
with marketing so that all the
customer touch points are
delivering a brand experience
that’s consistent with the
intended brand promise.
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 9/14
7
Brian Solis: How Experiences Matter to Your Bottom Line
Many people gravitate to YouTube to research purchase decisions Videos are easily
discoverable They have an immediacy that pulls us in There are promotional videos,
tutorial videos, reviews and more – much o it created by company outsiders – real
people like you and me When your customers have this kind o co-marketing power,
the uture o branding comes down to our moments o truth, Solis said:
• The Zero Moment o Truth, a term coined by Google, marks the point when you
become aware o something and search or more inormation, probably via Google
or YouTube Sure, there are other inormation sources – according to Google,
shoppers rely on more than 10 sources o inormation to make a purchase
decision – but Google and its YouTube subsidiary satisy 95 percent o initial
searches in that Zero Moment o Truth
“It’s called a moment o truth or a reason,” said Solis “This initial impression
can make or break the relationship However, most o what happens in the
Zero Moment o Truth is not dened by you When consumers search or your
company, what comes back on YouTube? What comes back on a review site,a blog search or on the thousands o orms that probably exist in your business
or market today? While you’re busy trying to create a positive image through
outbound push marketing, the market might be dening a very dierent Zero
Moment o Truth or you”
• TheFirst Moment o Truth, a term coined by the marketing giant Procter &
Gamble many years ago, is about social discovery It’s the three to seven seconds
when someone notices an item on a store shel Despite spending billions
on traditional advertising, P&G thinks this instant is one o its most important
marketing opportunities – so important that the company created a new position,
Director o First Moment o Truth, and an entire department to ocus attention on
in-store marketing• ThenextlogicalstepistheSecond Moment o Truth, consideration to purchase
Here is where product attributes (perhaps on the back o the package) come into
play or the consumer This is where they are engaged in act-nding
• TheUltimate Moment o Truth is about the experience, particularly what gets
shared People share when a purchase has delighted or disappointed them,
because sharing is cathartic either way, said Solis “But it’s human nature to
share the bad more than the good These shared experiences are critical to your
marketing eorts, because one person’s Ultimate Moment o Truth becomes the
next person’s Zero Moment o Truth And that is integrated marketing”
Developing an Engaged Relationship
Designing around these moments o truth tells you everything Positive conditioning
ocuses on getting people to share the good things more oten, so that they outshout
the negative things The negative things point to your experience divide I text analysis
o online chatter about your brand shows that the most requently used words are
negative – “slow,” “broke,” “ailed,” etc – that can outshout the most compelling
positive words your marketers sprinkle on your website, such as “service,” “community,”
“people,” “innovation” and “support”
Most consumers use both
YouTube and Google when
searching or relevant content.
You probably track Google
metrics, but what does your
YouTube presence say about
your company?
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 10/14
8
SAS Conclusions Paper
I customers see that experience gap, they will be having a reluctant relationship with
the company, a relationship o necessity rather than satisaction and loyalty Who
wants that?
The opposite o a reluctant relationship is an engaged one An engaged customer
perceives and shares an experience that is consistent with the brand promise An
engaged customer is your best ambassador Engaging customers pays o Research
published by the Technology Services Industry Association (TSIA) shows that 70 percent
o people are willing to pay up to 13 percent more or a product they believe will give
them a good experience “I was willing to pay a premium or my MacBook Pro because
I knew I would get a good experience and wouldn’t have to deal with issues,” said Solis
“You do the same thing But unless we can convince our companies that an experience
gap exists – that a part o the process is broken – we won’t get much buy-in or eorts
to x it”
Creating Passion, Not Just Consumerism
When you study the complete user experience, you want to know not only
what captures people’s attention but also what turns on their hearts. What
makes them passionate about your company in the way people are passionate
about Apple or Zappos? What makes them want to share their experiences in
a positive way?
When you approach marketing with those questions in mind, you might see
that the way you create content and share inormation isn’t actually optimized
or what you want people to eel, do and share.
Businesses use a host o customer metrics to try to gauge the success o marketing
eorts: return on investment (ROI), customer sentiment, customer lietime value (CLV),
recency/requency/monetary (RFM), share o wallet (SOW), past customer value
(PCV), etc
One popular metric is net promoter score – the ratio o customers who are promoters
or detractors, usually based on their responses to your surveys For example, “Would
you recommend this product or service?” While net promoter score seems like a useul
measure o consumer propensity, we should be less interested in what customers sel-
report they would do, and more on what they actually did
When you look at conversations across the social and mobile media, you can see
rsthand whether they are recommending you or not That should be your new net
promoter score, because whether you like it or not, the uture o your brand isn’t just
created, it’s co-created There’s what you say, and there’s what they say, and they can
get louder than your most clever and creative marketing
The opposite o a reluctant
relationship is an engaged one.
An engaged customer perceives
and shares an experience that
is consistent with the brand
promise. An engaged customer
is your best ambassador.
Companies should care about
return on experience (ROE)
and shared experience value
(SEV) as metrics – measures
o the value people ascribe totheir experiences, what they
are sharing, and how well those
experiences align with what you
want them to have and share.
“Funny, with all the technology
and inormation to learn about
our customers, we still don’t
seem to get it. There’s B2B,
B2C ... it really is about H2H …
as Brian pointed out ... human
to human.”
Comment on the SAS Customer
Analytics blog
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 11/14
9
Brian Solis: How Experiences Matter to Your Bottom Line
Closing Thoughts
The uture o business has always been about creating value – or shareholders and
stakeholders in the enterprise What’s changing is how value is dened, derived
and demonstrated in the context o today’s new generation o consumerism While
technology advances are making customer centricity imperative or the enterprise,
success will not be dened in terms o technology, but in terms o shared experiences
and the outcomes they generate
In our digital world, success will be less about managing multichannel marketing
campaigns and more about designing experiences independent o channel so they
are shared in the right context – because they are worthy o sharing Success will
increasingly be driven not just by how well you shape your customers’ impressions,
but also how well you can infuence their expressions
Marketers have an opportunity to reinvent the way companies relate to customers – touse technology to restore the human element that technology once removed We have
the chance to ocus on meaningul emotional connections instead o just conversions
and transactions It’s essential, because shared experiences are the emerging currency
in a connected economy
“There are no case studies or this, because the whole point is that you will do
something groundbreaking, exceptional and unique to the culture o your company –
something that will dierentiate your company’s customer experience,” said Solis “This
is not about ollowing other companies, it’s about setting the bar or others to ollow”
About the Presenter
Brian Solis
Principal Analyst, Altimeter Group
Brian is a Principal Analyst at Altimeter Group, a research rm ocused on disruptive
technology A digital analyst, sociologist and uturist, Solis has studied and infuenced
the eects o emerging technology on business, marketing and culture Solis is also
globally recognized as one o the most prominent thought leaders and published
authors in new media
His new book, What’s the Future o Business?, explores the landscape o connected
consumerism and how business and customer relationships unold and fourish in our
distinct moments o truth His previous book, The End o Business as Usual , explores
the emergence o Generation C, a new generation o customers and employees and
how businesses must adapt to reach them Beore that, Solis released Engage!, which
is regarded as the industry reerence guide or businesses to market, sell and provide
services in the social Web
“There are no case studies or
this, because the whole point
is that you will do something
groundbreaking, exceptional
and unique to the culture o
your company – something that
will dierentiate your company’s
customer experience. This
is not about ollowing other
companies, it’s about setting
the bar or others to ollow.”
Brian Solis
Digital analyst and uturist
Key Takeaways
Integrated marketing is more
than being consistent across
technologies It is about creating
a cohesive and satisying customer
experience across the relationship
The uture o your brand isn’t just
created, it’s co-created
Success will increasingly be driven
not just by how well you shape
your customers’ impressions, but
also how well you can infuence
their expressions
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 12/14
10
SAS Conclusions Paper
For More Information
For more about Brian Solis’ book, What’s the Future of Business?:
wtfbusiness.com
Download related SAS white papers:
Vail Resorts Creates Epic Experiences with Customer Intelligence:
go.sas.com/s6a8f4
Leveraging Analytics to Improve the Customer Experience:
go.sas.com/4btpr6
Argyle Conversations: Building a Marketing Analytics Culture:
go.sas.com/4wu42n
For more about SAS® Customer Intelligence solutions:
sas.com/software/customer-intelligence
To read more thought leader views on marketing, visit the SAS Customer
Intelligence Knowledge Exchange: sas.com/knowledge-exchange/customer-
intelligence
To get resh perspectives rom marketing practitioners, read the SAS Customer
Analytics blog: blogs.sas.com/content/customeranalytics
Twitter: @SAS_CI
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 13/14
11
Brian Solis: How Experiences Matter to Your Bottom Line
7/27/2019 Brian Solis: How Experiences Matter to Your Bottom Line by sas
http://slidepdf.com/reader/full/brian-solis-how-experiences-matter-to-your-bottom-line-by-sas 14/14
SAS Institute Inc. World Headquarters +1 919 677 8000
To contact your local SAS ofce, please visit: sas.com/ofces
SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA
and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies.
Copyright © 2013, SAS Institute Inc. All rights reserved. 106740_S114119_1013
About SAS
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market.
Through innovative solutions, SAS helps customers at more than 65,000 sites improve performance and deliver value by making better
decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®. For more information on
SAS® Business Analytics software and services, visit sas.com.