{"id":4272,"date":"2022-01-19T14:32:19","date_gmt":"2022-01-19T14:32:19","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/19\/a-new-and-timeless-digital-first-consumer-is-the-future\/"},"modified":"2022-01-19T14:32:19","modified_gmt":"2022-01-19T14:32:19","slug":"a-new-and-timeless-digital-first-consumer-is-the-future","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/19\/a-new-and-timeless-digital-first-consumer-is-the-future\/","title":{"rendered":"A New\u2014and Timeless\u2014Digital-First Consumer Is the Future"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n
\"\"<\/p>\n

Giu Vicente, @giuvicente, Unsplash<\/p>\n<\/div>\n

via Lisa Boylan, Associations Now<\/a>, published by\u00a0ASAE: The Center for Association Leadership<\/em><\/p>\n

Brian Solis keynoted the ASAE Technology Exploration Conferenc<\/a>e in Washington, D.C. To set the proverbial stage, Associations Now interviewed Brian on his thoughts on a new digital world ahead of his presentation.<\/p>\n

Disruption can be a gift, according to Brian Solis, bestselling author, digital anthropologist, and futurist. Among the positives: It created an ageless consumer segment that is leading the way.<\/em><\/p>\n

There\u2019s a different, inclusive generational category that has nothing to do with birthyear span or the stereotypes and baggage they often carry, like baby boomers or millennials. Instead, meet Generation Novel. Coined by Brian Solis, global innovation evangelist at Salesforce, Generation N refers to a new kind of customer, perhaps forever changed by the pandemic.<\/p>\n

Generation N is digital-first and cross-generational, so whether a consumer is 25 or 55, when they use their favorite app or online service, they are going to have similar interests, behaviors, and aspirations.<\/p>\n

\u201cWhat makes it so profound is that it\u2019s a huge contingent of the market,\u201d said Solis, a keynote speaker at next week\u2019s ASAE Technology Exploration Conference<\/a>. \u201cWhereas before it might have been a sliver based on age, now it is a sweeping imperative.\u201d<\/p>\n

The Upside of Disruption<\/h3>\n

Everything was disrupted in the last two years. \u201cIt was very deep, and it left a somatic marker within each of us, which is a visceral emotional bookmark that we\u2019ll hold onto forever,\u201d Solis said. But people persevered, in some cases without even knowing it.<\/p>\n

Solis regards such disruption as a gift. \u201cWhen the market evolves, disruption becomes inevitable,\u201d he said. \u201cIt\u2019s a historical phenomenon called creative destruction. The old things make way for the new.\u201d Research backs it up: According to McKinsey\u2019s \u201cQuickening\u201d study<\/a>, 75 percent of U.S. consumers have tried different stores, websites, or brands and most are going to stick with those new brands after the pandemic.<\/p>\n

\u201cThe core of Generation N is essentially the core of what it takes to be in business today,\u201d Solis said. \u201cThe digital-first world is a hybrid world\u2014a conscious world where everything from communications, to the services that associations provide their members, to marketing\u2014everything needs to be reimagined for this new world.\u201d<\/p>\n

Put an \u201cS\u201d in Customer Experience<\/strong><\/h3>\n

The paradigm shift is perspective. \u201cTechnology is not the problem anymore,\u201d Solis said. \u201cTechnology is actually here to make things not only more human, but special\u2014even magical.\u201d Now it comes down to how people want to deploy the technology. The number-one initiative businesses are investing in today, because of the pandemic, is customer experience (CX).<\/p>\n

CX could be technologies to improve what the customer experiences, or it could be completely reimagined. \u201cLet\u2019s add an apostrophe \u2018s\u2019 to customer experience,\u201d Solis said. \u201cLet\u2019s remind ourselves it\u2019s the customer\u2019s experience.\u201d<\/p>\n

It starts with understanding what customers value, what they don\u2019t value, and what they\u2019re getting elsewhere. The goal should be to design better experiences that benefit customers. Because if they don\u2019t have a good experience, that\u2019s what they\u2019re going to remember, Solis said.<\/p>\n

\n
\n
\"\"<\/div>\n<\/div>\n<\/div><\/div>\n