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5 Great Customer Experience Lessons from Brian Solis

Brian Solis is a prominent analyst, speaker and author of X: The Experience When Business Meets Design. His insight and methodologies into crafting better experience architecture is a valuable must-read for businesses.

Here are 5 Great Customer Experience Lessons we can learn from the book:

1. Good Experiences Grab Customers. Bad Experiences Push Customers Away.


“The Future is Experience” – Brian Solis


Customer Experience is how your customer feel – from the time they know about your product and their ‘journey’ experiencing it. We can often related when we experience frustrating customer service, or ad-heavy home pages that seem to leave a bad impression. As a business owner, knowing what makes customers feel happy or good is key in designing a customer experience architecture.

According to Zendesk, most companies today focus on spending more amount of money on Advertising than building customer experiences. We also know, good and bad word-of-mouth can come in a form of customer experiences. Sharing of experiences bridges more trust because we often believe from another’s perspective.

One way to create more positive experiences to your customers is to understand them, and this leads us to the next point.

2. When You Empathize With Customers, What You’ll See Through Their Eyes Will Surprise You


“Architecting Experience Begins With Empathy” – Brian Solis


Start by understanding and observing your customer’s preferences, behaviors and expectations. This will give you a basis on designing better user experiences, marketing and customer service. Build a brand that is about the customer, and loved by most of them.

3. Build, Identify & Establish A High-Impact & Customer-Centric Experience Architecture


“You’ve got to start with customer experience and work back toward the technology.”

– Steve Jobs


Experience Architecture is the art of engendering desired emotions, outcomes and capabilities in customers throughout the customer journey. First, you need to identify your customer and needs, and then design desired experiences to deliver it across various functions.

Based on Brian Solis’ book “X: The Experience When Business Meets Design“,  he mentions about designing for the Four Moments of Truth, and Every Moment In Between. These moments goes from Zero Moment of Truth (ZMOT) where the customer first discovers a product, to First Moment of Truth (FMOT) where people see your product, to Second Moment of Truth (SMOT) where people feel, think, see, touch, smell or taste your product and lastly Ultimate Moment of Truth (UMOT) where the customer shares their experiences online or with their friends.

This 4 Moments of Truth can be clustered to what is called the Circle of Rife. Where each moment determines how the customer perceives about your brand. Identify the thoughts that might arise – “Is this healthy?”, “Do I need this?”, “How will this make me look?” etc. A good customer experience provides all the right answers as they see and learn about your product.

4. Observation is the Core to Effective UX and Experience Design.


“The holy grail of business… is to understand why customers do what they do and why they buy your product.” – Christian Madsbjerg


Observation is at the core of why we innovate and design, and can be seen throughout the fields of science, technology and art. As to our earlier point on Empathy, the art of observation is related closely to the behaviors in which people use and understand about your product.

Do they feel bored when using your app?, How often do they use it?, Where do they use your product? These questions gives you insight into how your customers engage with your brand and product. As Jesse James Garrett put it, “The use of something is to engage with it. And engagement is what it’s all about. Our work exists to be engages with. In some sense, if no one engages with our work, it doesn’t exist.”



“The Future of CX is UX” – Brian Solis


Sadly, many companies do not understand the meaning behind UX and the relationship between BX and CX. BX stands for “Brand Experience” and it is how a person perceives it’s mission and vision. By combining this mission with great customer experience and user experience, we provide a unified experience for the customer.

One of the useful methods we can design better digital user experience is by User Journey Mapping. This is especially practical when you want to design a way from the moment your customer enters your site, to the time they leave. Create each step and moment in a way that helps them navigate effortlessly. As a closing note, remember that good design is often invisible but meets desired expectations.

We highly recommend picking up the book, X: The Experience When Business Meets Design for starting out in CX Design in you business. This hard-cover book is easy to read, very visual and also fact-driven with practical information on how you can start develop a CX system.

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