A highlight from Why Human Connections Should be at the Center of Digital Transformation: A Conversation with Brian Solis

Blazing Trails


Listen to my conversation with brian. Solis so joining us. Today is brian solis. Sales forces global innovation evangelist. welcome brian. Hey hello michael. How are you doing great. So the global innovation evangelist. Tell me a little bit more about that. What is it that you do. So in an era of covid nineteen. A lot of my work has been focused on. How has the customer changed. And how are they changing. How businesses need to evolve digital transformation and business innovation strategies to keep up with and get ahead of these changes. That's one of the things that i studied but all with the greater purpose of helping organizations compete at a much more innovative level. That's customer experience digital transformation. You name it. Business innovation process innovation product innovation. And you know it's such an interesting time for that. One of the things i think about his. That's a tough job right now where everything is so uncertain and really don't know necessarily what to do next so you approaching the house. This changed how you've approached that role. It will boy. You're right i think. Even though uncertainty is continuous these times of ratcheted. Up that level of uncertainty. Off the charts. So we have an incredible data team. We have super smart people. Here that constantly motivate me to think differently and also we have incredible customers. Who are asking the right questions so that it can drive us towards the art of the possible so if you look at before covid. It was estimated that digital transformation either failed or would meander like four out of five would fail and that's because they didn't really have a sense of outcome or purpose or nor star attached to these investments but with cova the silver lining here is. How do we change. How do we gain some type of certainty in this time of uncertainty. How do we find footing and a path forward in times of disruption and what we can learn from is our customers human beings and by customers. I mean our customers customers. How are they changing. What are they worried about. What are their aspirations. A how are they making decisions. What brands do they love. How can we evaluate customer journeys to deliver better journeys. How can we better communicate with them. We better serve them. then use technology as an enabler to not only drive digital transformation but more innovative experiences and so in that regard when you give not only digital transformation a sense of purpose but in my case my research my advisory my speaking a sense of purpose. Then it's not uncertainty. You're actually going out and also finding answers and in new insights. That give you a path forward so brian in the last six months. We've seen you know close to ten years of digital transformation. It's all happening really fast. It can be scary but there's also a lot of opportunity but within that. How should we be thinking about how to create those healthy human relationships at this pace of change and this type of transformation. I love this. I think just the fact that you're asking is so promising you could say that we've experienced ten years of digital transformation. In a matter of months. I think what we've done is accelerate the need to digitally transform. And what we have to be. Cognizant of is not digitally transforming and over emphasizing the digital in transformation. Just think about the idea of service. I in the construct in the in the infrastructure of service and how is essentially uses technology to get further away from our customers a lot of metrics that businesses used to measure engagement are really about turn and transaction. So what we need to do is bring the humanity into this conversation so give it again that sense of purpose for example what we have seen ten years of change in we see ten years of acceleration in e commerce. And that means that people are becoming digital. I most likely because of shelter in place but because we've been in shelter in place for more than sixty six days on average takes to form new behaviors and make them automatic. That there's likely a human side to that digital first behavior that we have to understand and i can tell you in my research. It makes people more impatient. It makes people more self-centered it makes people Want things personalized. There's series of things that we can know from that research that then give our digital transformation that sense of purpose so we're not just accelerated for example working from home or introducing ecommerce or introducing bogus or click and collect curbside or delivery services. We are actually understanding how to deliver exceptional values against what people want so that that acceleration of change has human centered meaning or meaning or value beyond just the capability or the capacity to do this. And that's a differentiator. Experience innovation is a differentiator at a competitive advantage. So my work is to look at every opportunity where we can accelerate digital transformation with that sense of purpose. And you know it's a requirement to go so fast right now in this ultra competitive environment. Is things change so quickly. How do you make room to continue to be reflective and get those human inputs to make the changes you need as part of your product development in a time where you just need to move so quickly that it could just pass you by. You're just trying to get it out the door. Well in our inner product development in our service innovation are experience innovation in our communications in marketing innovation

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