iOS app Android app

Vala Afshar
GET UPDATES FROM Vala Afshar
 
Vala Afshar is the Chief Digital Evangelist for Salesforce. Afshar is the author of The Pursuit of Social Business Excellence. Twitter: @ValaAfshar

Entries by Vala Afshar

Disrupt Yourself - 7 Steps To Achieve Mastery And Success

(0) Comments | Posted February 9, 2016 | 3:45 PM

The best way to predict the future is to create it. ― Peter Drucker

Companies do not disrupt, people do. You drive corporate innovation and disruption through personal innovation and disruption. So how do you disrupt yourself? In order to answer this question, I had the great privilege to speak...

Read Post

How the Super Bowl Resembles the Technology Landscape

(0) Comments | Posted February 2, 2016 | 8:47 AM

The Super Bowl is 50 years old but the technology behind the biggest sporting event in America is nothing but the newest representation of leading-edge technology. From 360-degree perspective high resolution playbacks on the field, to vast amounts of mobile and social networking coverage of the game, this...

Read Post

2016 Research: 6 Benchmarks for Small Businesses Growth

(0) Comments | Posted January 29, 2016 | 12:13 AM

According to the Bureau of Labor Statistics, about 50% of small businesses fail in the first four years. Today, over a third of the U.S. working population is employed at business with less than 100 employees. Our economy is driven by small, private businesses - only...

Read Post

How Video Marketing Will Change the Game for Marketers in 2016

(0) Comments | Posted January 13, 2016 | 12:59 AM

2015 was another pivotal year in the world of digital marketing. The rise of the connected customer has lead to countless innovations in mobile, social and engagement marketing strategies. The use of marketing automation platforms has surged, and the most successful businesses are now embracing real-time analytics to optimize how...

Read Post

2016 - The Year of Connected Customer

(1) Comments | Posted December 17, 2015 | 9:08 PM

We are at the beginning of the connected customer revolution. The rise of the connected customer is driven by revolutions in technology - cloud, mobile, social, data science and the Internet of Things.. According to Pew Research, one-fifth of Americans report going online 'almost constantly'. By 2016, Gartner...

Read Post

10 Design Experience X-Factors

(1) Comments | Posted November 30, 2015 | 12:41 PM

The most beautiful thing we can experience is the mysterious. It is the source of all true art and science. - Albert Einstein

"An organizational focus on design offers unique opportunities for humanizing technology and for developing emotionally resonant products and services," said Jon Kolko is the vice president of design at Blackboard. Kolko recognizes a shift in large organizations where design is closer to the center of how we work, how we build and go-to-market.

A set of principles collectively known as design thinking--empathy with users, a discipline of prototyping, and tolerance for failure chief among them--is the best tool we have for creating those kinds of interactions and developing a responsive, flexible organizational culture. - Jon Kolko

Successful companies like Facebook have developed business design principles for crafting elegant tools, aimed at improving the customer experience. The 4 key principles include: 1. help people grow, 2. balance efficiency and effectiveness, 3. bring clarity to complexity, and 4. be accurate and predictable. The magical effect of beautiful design extend beyond tools and development processes. As John Maeda reminds us with 10 laws and 3 keys for simplicity, design must be at the center of everything that we do - this type of discipline requires an architecture. Maeda reminds us that good design is about clarity over style, and accountability over ego.

Design is a way of anchoring meaning in an uncertain world through marrying form with content, and content with context. --@johnmaeda

The elegant intersection of design and business can help companies deliver the experience X-factor. So what is the X-factor and how can companies create this magical experience?

Brian Solis is globally recognized as one of the most prominent thought leaders in business innovation. As a digital analyst, anthropologist, and futurist, he studies disruptive technology and its impact on business and society. I highly recommend that you follow Brian on Twitter at @briansolis. His beautifully designed new book is titled "X-The Experience When Business Meets Design" and it is an incredible collection of case studies and research pointing to the relevance of design in business success.

Solis describes the X factors as:

Close your eyes for a moment and think about the last time you truly had a great experience with a company as a consumer, an experience that captured your heart, mind and spirit. What about it was special?

Let's call it "X" -- that Je Ne Sais Quoi that makes something so special.

This book is about X, creating such memorable moments for your customers through every encounter they have with your brand - all day, every day.

In his book, Solis emphasizes that no amount of advertising and marketing can override the effects of poor experience with your people or products. "Rather than spending so much on advertising, it's time to truly invest in the experience architecture," said Solis.

Good experiences grab customers
  • 40% of customers began purchasing from a competitive brand because of its reputation for good customer service
  • 55% of customers are willing to recommend a company due to outstanding service, more so than product or price
  • 85% of customers would pay up to 25% more to ensure a superior customer service experience

Bad experiences push customers away

  • 82% of customers have stopped doing business with a company due to a bad experience
  • 95% of customers have taken action as a result of a bad experience
  • 79% have told others about their bad experience

Solis notes that technology tweaking is not experience architecture. He clarifies what a good customer experience is not: it's not: a campaign, a click path, a feature set, a tagline, packaging, or use of colors on a page. Good customer experience is implicit and explicit design, conveyance, reinforcement, and shaping of meaningful and shareable experiences - all day, every day.

Solis strongly emphasis the mobile revolution by noting that 2 billion plus consumers are online and only 28% prefer to resolve service issues via the phone. The point where business meets design is where you create incredible experiences that are:

  • Imaginative
  • Game-changing
  • Unforgettable
  • Functional
  • Meaningful
  • Shareable
  • Actionable
  • Intuitive to the user, the device, and the screen
  • Contextually relevant to the consumers in their state of mind and intention on whatever screen they're using in that moment.

Solis defines a fresh approach to architect design principles into your business models will require:

  • In our ethos
  • In our brand essence
  • In our products
  • In our product ecosystem
  • In our marketing
  • In the click path
  • In our service
  • In our rewards
  • In our perspective about our digital customers

So how do business begin experience architecting? Solis references a successful customer use case with 4 building block recommendations:

1. Create an aligned and high-performance organization
2. Establish high-impact and customer centric processes
3. Assign actionable information
4. Enable technology to get the job done

Solis defines each of these steps with great detail and use case examples in his book.


To design experiences you must experience the journey yourself. - @briansolis

Solis notes that elite companies tend to pursue three imperatives to architect an impactful and meaningful customer experience:

  1. The design the right offers and experiences for the right customers
  2. They deliver these propositions by focusing the entire company on them with an emphasis on cross-functional collaboration
  3. They develop their capabilities to please customers again and again - by such means as revamping the planning process, training people in how to create new customer propositions, and establishing direct accountability for the customer experience.
What people seek is not the meaning of life but the experience of being alive. - Joseph Campbell

Solis reminds us that experiences are human and experiences are also more than products or designs. It's more than just serving people, but rather helping people change for the better. To achieve human-centric design with empathy and meaning, Solis points to factors that must always be taken into account:

  • Story - the narrative of the product, how it relates to the brand, and the consumer's role in the overall journey.
  • Design - the intended styling and aesthetics of the product and how it appeals to the consumers sense of touch, smell, sight, sound and taste.
  • Capability - providing customers with the ability to do something they hoped to accomplish - or didn't know they could do until your product.
  • Sensation - the architecture of how a brand and product should make customers feel
  • Expression - how the product aligns with the personal or professional lifestyle of the customer
A mind that is stretched by a new experience can never go back to its old dimension. -- Oliver Wendell Holmes, Jr.

My mind was stretched by reading Solis' new book. Solis masterfully shared a narrative around the stunning importance and tangible positive effects on experience when business meets design. I highly recommend this book to sales, marketing, customer service, product engineering, and research and development (R&D) line-of-business executives. I leave you with a final thought from Solis:

Sometimes the simplest moments are the most meaningful and defining, becoming unforgettable experiences that forever remind of who we are and what we love. - @briansolis

This post was co-authored, Jim MacLeod (twitter

Read Post

2015 State of Analytics - 20 Key Business Findings

(0) Comments | Posted November 20, 2015 | 12:45 PM

A 2015 PwC survey of 1,300 CEOs in 77 countries, ranked data mining and analytics as the second most strategically important digital technology and organization capability, only behind mobile technologies for customer engagement. CEOs also believe that data and analytics is the most important capability for delivering a...

Read Post

Leasing the Future

(0) Comments | Posted October 23, 2015 | 2:18 PM

More and more it's becoming apparent that to be modern, to be contemporary, to be cutting edge, buying and owning things is a bug not a feature. -- Ben Pring, Vice President - Cognizant

An Uber investor said the reason behind Uber's success is that

Read Post

Smart Cities Start With Smart IT

(1) Comments | Posted October 19, 2015 | 3:33 PM

Gartner estimates that smart homes will have nearly 300 million connected things in use by 2015. That is a staggering number but what about connected neighborhoods, towns, cities and states? Gartner estimates that 1.1 billion connected things will be in use by smart cities in 2015,...

Read Post

50 Important Customer Experience Stats for Business Leaders

(3) Comments | Posted October 15, 2015 | 12:54 PM

Customer experience is the last source of sustainable differentiation and the new competitive battleground. -- Tiffani Bova, Gartner Vice President and Distinguished Analyst

I completely agree with Bova's thesis, but do all business leaders fully recognize and understand the importance of customer experience? Most recent...

Read Post

Need More Women in Technology? Enough Talk, Do Something About IT!

(2) Comments | Posted October 9, 2015 | 4:19 PM

In the future, there will be no female leaders. There will just be leaders. ― Sheryl Sandberg

As chief digital evangelist for Salesforce.com, and prior role as chief marketing officer for a technology company, I have the privilege to collaborate with chief information officers (CIO) across all...

Read Post

13 CEO Lessons of a Unicorn Company

(0) Comments | Posted September 23, 2015 | 1:29 PM

Todd McKinnon is the CEO and co-founder of Okta. Okta is an integrated identity management and mobility management service that securely and simply connects people to their applications from any device, anywhere, at anytime. Okta's valuation is currently at $1.2 billion, making Okta the latest addition...

Read Post

2015 State of Sales -- Data-Driven, Mobile, Tech Savvy and Collaborative

(1) Comments | Posted September 13, 2015 | 1:27 AM

"The most disruptive thing in the market is not technology, but rather the customer." - Tiffani Bova, Gartner Vice President and Distinguished Analysts

Bova is one of the top enterprise technology sales analyst in the world and an authority on the topic of sales transformation....

Read Post

The 5 Cs of Digital Marketing

(0) Comments | Posted September 9, 2015 | 11:56 AM

"Whether B2B or B2C, I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context and connection." - Beth Comstock, CMO at GE

One of my favorite digital marketing thought leaders is Gartner research vice president

Read Post

2015 State of Service - 15 Key Business Findings

(1) Comments | Posted September 3, 2015 | 1:00 AM

In a knowledge sharing and hyper-connected economy, where on-demand services are fueling business growth and customer advocacy, companies must differentiate with faster, smarter, proactive and personalized service. Precision and velocity is what separates high-performing service organizations.

Salesforce.com recently published their annual survey of more than 1,900 global customer service leaders...

Read Post

Digital Business Transformation Is a Team Sport

(0) Comments | Posted August 27, 2015 | 11:03 AM

Matt Preschern is Executive Vice President and Chief Marketing Officer of HCL Technologies, a US$6.0 billion global information technology services company. As the company's CMO, Matt leads all marketing functions including global business and strategic marketing, sales enablement and corporate communications. HCL Technologies has over 106,000...

Read Post

Digital Business Leaders Value Velocity Over Speed

(0) Comments | Posted August 20, 2015 | 6:09 PM

Adriana (Andi) Karaboutis is Executive Vice President, Technology and Business Solutions at Biogen. Biogen was founded in 1978 by a group of visionary scientists. Today Biogen is one of the oldest independent biotechnology companies in the world, with $10 billion in annual revenues, specializing in the...

Read Post

Expert Social Networking Advice From a Top Chief Digital Officer

(1) Comments | Posted August 14, 2015 | 2:48 PM

The Metropolitan Museum of Art (Met) is the most influential museum on Twitter, and also one of the world's largest and finest art museums. The Met also employs one of the top social networking experts in the world. Sree Sreenivasan is the

Read Post

Gartner: Successful Sales and Marketing in the Empowered Customer Era

(0) Comments | Posted August 12, 2015 | 4:24 PM

Selling to people who actually want to hear from you is more effective than interrupting strangers who don't. --Seth Godin

Tiffani Bova is a vice president and distinguished analyst at Gartner and one of the top enterprise technology sales analysts in the world and an authority...

Read Post

Formula 1 CIO: 11 Ways to Build a High Performance IT Organization

(0) Comments | Posted July 27, 2015 | 7:39 PM

2015-07-27-1438037205-8224519-WN7T9612.jpg

Anybody can make a quick car for half a race. You've got to get to the end. - Fernando Alonso, F1 Driver

In Formula 1 racing the difference between a champion and a second place finish can be a matter of seconds of...

Read Post