What the heck is phygital? Is it the latest toy to help pass the time? Or does it refer to a much more critical consideration for marketers…albeit named in a way that diminishes its importance? In this episode of the Reimagine Marketing podcast, Brian welcomes Lisa Loftis to discuss the hybrid digital/physical customer engagement model, a model that is rapidly becoming the cornerstone of customer experience. “I do not like the term ‘phygital.’ And not just because the word itself is unappealing to me personally – somehow invoking thoughts of nails on a chalkboard. – Lisa Loftis, SAS Brian and Lisa discuss the importance of clearly defining buzzwords, and how misinterpreting the inherent meaning of a term can limit your ability to institute the digital transformation needed to move your organization forward. Here are some complementary assets: [CMSWire Article by Lisa Loftis] Phygital: A Confusing Neologism for a Very Real Problem [CMO Council/SAS Global Report] Cracking Tomorrow's CX Code: Real-time customer intelligence for exceptional experience Connect with Lisa on LinkedIn: https://www.linkedin.com/in/lisaloftiscrmcem/ Check out additional episodes of the Reimagine Marketing podcast series at reimagine-marketing.transistor.fm. Subscribe to the Reimagine Marketing podcast so you never miss a future episode. Visit sas.com/reimaginemarketingpodcast to learn more about our guests, upcoming episodes and more. If you’d like to be a guest on a future episode, have an idea for a future topic or would like to share feedback about our Reimagine Marketing podcast, send us an email: reimaginemarketingpodcast@sas.com. About our host: Brian Alfond is a principal solutions architect in the SAS Global Customer Intelligence Practice. From his start creating marketing content, through managing international marketing teams, to becoming one of the leading marketing operations consultants in the world, Brian Alfond brings over 20 years of Marketing Experience to helping his customers solve all their Marketing business challenges. A natural problem-solver, Brian understands that all the technology in the world is not going to fix a broken process, nor unite disjointed teams. By uniting organization dynamics knowledge with strong process re-engineering skills, he partners with his customers to design elegant and efficient solutions to their complex issues. With this approach, he has helped transform the Marketing operations of customers ranging in size from small Mom and Pops to Fortune 100 companies. Brian has a Bachelor of Arts from the University of Massachusetts, is an accomplished musician, and a frustrated stand-up comedian. About our guest: Lisa Loftis a Principal on the SAS CI team is a CRM, CX, and BI expert with 30+ years of experience assisting organizations with customer strategy. She has worked with numerous large organizations in North America, South America, Europe, and the United Kingdom on all aspects of successful data governance, BI and CRM. She specializes in combining technology necessary to support CX and BI business strategies with organizational structures, executive leadership, and cultural factors required to migrate an organization toward effective implementation of customer strategies. Industries include Banking, Investment, Insurance, Telecommunications, Retail, Utilities, Entertainment, Manufacturing and Distribution, and Pharmaceutical, Health Care and Automotive Roadside Assistance. Lisa speaks frequently at national and international conferences and has co-authored the book Building the Customer-Centric Enterprise, (John Wiley & Sons, 2001).
