Mobile Has Made UX More Important than Marketing (Video)
Altimeter futurist and principal analyst Brian Solis explains why thinking and design need to change with the shift to mobile in this clip from his keynote at CRM Evolution 2018.
Learn more about CRM evolution 2019.
Read the complete transcript of this clip:
Brian Solis: This is 2018 and we haven't actually had a meaningful conversation about websites since 1995. Most websites are still digital brochures.
Think about this: When you've had to have something changed on your corporate site, how crazy that is. I remember talking to one company, “Well, we have an 18-month waiting list to get changes approved."
18 months? Who has 18 months for that? When mobile devices became a thing, the conversation simply was, "Well, let's make them mobile. Let's make it work on a small screen." That's a great idea. We never looked at, "Well, how does shorter attention bursts work? What does a website need to become on a mobile device? Instead of just putting the desktop experience to a mobile screen, how do you engage people in three, five-second bursts?"
Every single year, this question is asked. Customers are saying they want to be able to go through the journey, not just mobile first but mobile only. They want to go start to finish on a mobile device. Every time I share this stat with executives, they say, "Well, that number's too low to really think about making that kind of investment for the future. We still have 60% who prefer the desktop web. I have to sit them down and say, "It's not that they love your web, it's not that they love your web experience. They don't love your website. It's just that you haven't given them a choice, so they're forced to go through this clunky journey or this cluster funnel. What if you made the investment to be innovative like all of these other startups that are mobile only?"
There's a friend of mine who had this cartoon drawn after I wrote a report about mobile first and mobile only design. This is what he walked away with and so, I wanted to share it with you. I'm just stalling until you figure it out because we looked at it as a UX or a design perspective, not necessarily from an experiential perspective. But, the more we spend online, the more we start to learn that our impatience just isn't on that screen. It actually starts to spill over in the real world. For some reason, we were okay with standing in line at the Department of Motor Vehicles until we got Instagram and suddenly, "Oh, that's ridiculous. Why would I wait in line?"
This is a really interesting stat from some of my research that I was doing with Google recently, that consumers will bail on most mobile experiences if something takes longer than five seconds to load. The average page loads in 15.3 seconds and this is just a moment I needed to share with you. This is a real dude having lunch in another world. I had to take a picture of the person behind him looking at me taking a picture of this guy in a different world. That moment represented just the quandary of opportunities and complexities that we have in imagining customer experiences when we finally realize we are not the person we're designing for.
The Case for Integrating CRM and Marketing Automation (Video)
X2CRM CEO David Buchanan explains why CRM and marketing automation systems should be integrated rather than silo'd in this clip from CRM evolution 2018.
VIDEO: How to Contend with the New Normal in Customer Behavior and Relationships
Prophet Principal Analyst Brian Solis discusses the mobile-centric "new normal" and what it means in customer strategy in this clip from his CRM evolution 2018 opening keynote.
VIDEO: What's Your Roadmap for Multi-Year Customer Strategy Growth?
ISM Inc. president Barton Goldenberg explains why it's important to take the long view when developing a customer engagement strategy in this clip from CRM evolution 2018.
VIDEO: How Can Businesses Adapt to Meet Future Customer Service Challenges?
Prophet Principal Analyst Brian Solis discusses emerging customer service challenges in this clip from his keynote at CRM evolution 2018.
VIDEO: How Clearly Do You Know Your Customer?
ISM, Inc. President Barton Goldenberg explains the importance of having a clear understanding of who your customer is to effective CRM in this clip from CRM evolution 2018.
VIDEO: How to Better Serve Your Fan Base by Emphasizing Merchandising and Digital Content
WINNERS Director & Founder Fiona Green discusses merchandising and digital content strategies to extend the fan base experience beyond the arena in this clip from CRM evolution 2018.
VIDEO: What is the Right Mix of People, Process, and Tech in a Sound CRM Strategy?
ISM, Inc. President Barton Goldenberg breaks down the mix of people, process, and technology in a sound long-term customer engagement strategy in this clip from CRM evolution 2018.
VIDEO: What Are SMBs' Top Business Goals as Customer Expectations Change?
SMB Group Co-founder & partner Laurie McCabe explains how SMBs can continue to pursue their traditional business goals amid dramatic changes in customer expectations in this clip from CRM experience 2018.
Why Customer Experience is Now Your Biggest Brand Differentiator (Video)
SMB cofounder and partner Laurie McCabe explains how customer service and the customer experiences businesses create have become the defining features of their brands in this clip from CRM experience 2018.
Why Startups Need to Focus on Resilient Revenue (Video)
IntelliPhi CEO Anand Thaker outlines the concept of renewable, resilient revenue and why it matters even to startups businesses in this clip from his presentation at CRM evolution 2018.
The Case for Account-Based Marketing (Video)
IntelliPhi CEO Anand Thaker explains the value of integrated account-based marketing (ABM) for B2B operations in this clip from CRM evolution 2018.
Is the Customer Data Platform the Pot o' Gold for B2B Marketers? (Video)
IntelliPhi CEO Anand Thaker explains how B2B marketers can leverage customer data platforms (CDPs) in this clip from his presentation at CRM evolution 2018.
How Amazon Connect's Open Platform Integrates with CRMs (Video)
Pasquale DeMaio, General Manager, Amazon Connect, AWS, explains how Amazon Connect works with both off-the-shelf and custom CRM systems in this clip from his keynote at CRM evolution 2018.
How to Make Automated Customer Interactions More Engaging (Video)
AWS Head of Product, Language Tech Vikram Anbazhagan discusses four key elements of bot interactions that can increase customer engagement in this clip from his keynote at CRM evilution 2018.
How to Design Chatbots that Deliver Good Customer Experiences (Video)
Pasquale DeMaio, General Manager, Amazon Connect, AWS demos Amazon Connect's Contact Flow Engine in this clip from his keynote at CRM evolution 2018.
How to Leverage AI for Proactive Customer Service (Video)
SAP Customer Experience Vice President Volker Hildebrand explains how companies can deploy machine learning for predictive maintenance and more proactive customer service in this clip from CRM Evolution 2018.
What Are the Key Trends Impacting Customer Engagement? (Video)
SAP Customer Experience Vice President Volker Hildebrand discusses emerging trends affecting customer engagement and the growing impact of machine learning in this clip from CRM Evolution 2018.
9 Ways to Use Data to Understand Your Customers (Video)
ISM Founder and President Barton Goldenberg discusses how to leverage data effectively in creating targeted customer experiences in this clip from CRM evolution 2018.
How to Ensure You Have the Right Data in Your CRM System (Video)
Not all data belongs in your CRM system; to serve your goals effectively, you need to have the right data, as Diolachan Consulting's Edward Garry explains in this clip from CRM evolution 2018.
How to Align CX and Design (Video)
Altimeter futurist and principal analyst Brian Solis discusses customer experience and design in this clip from his keynote at CRM Evolution 2018.
The Value of CRM Integration for SMBs (Video)
SMB Group Partner & Co-founder Laurie McCabe discusses the importance of integrating cloud CRM solutions with other applications for SMBs undergoing digital transformation in this clip from CRM Evolution 2018.
What to Look for in Cloud CRMs (Video)
SMB Group Co-founder & Partner Laurie McCabe explains how SMBs can find the right cloud CRM for them and use it as a springboard for growth in this clip from CRM Evolution 2018.