Son of Argentines, he is an expert in user experience, design optimization and digital conversion. “You have to worry less about the competition and more about the customers” he advises.
I was born and raised in Brooklyn, New York, the son of Argentines. My older brother, Jeffrey, and I grew up in a house where Spanish was the daily language. “We both live now in Austin, Texas” says Bryan Eisenberg in English to PULSO Domingo. On his site he is presented as a recognized authority and pioneer in online marketing and in helping organizations improve their customer experiences. It seems promotion, but it does not differ from what those who read it, listen and follow their opinions think.
In fact, he headed a list prepared by George Lever, the studies manager of the Chamber of Commerce of Santiago (CCS), when asked about the “gurus” in e-commerce worldwide and that includes names from such diverse origins. like Avinash Kaushnik, Sucharita Mulpuru, Mark Pigou, Andrew Busby, Ian Jindal, George MacDonald, Linda Bustos, Ryan BeMiller, Austin Brawner, Tim Peter and Armando Roggio, to name a few.
Bryan, one of the most recognized experts in eCommerce
“Bryan is one of the most recognized experts in the area of user experience, design optimization and conversion. It has generated an important part of the knowledge that today is applied in these fields. He has a long career, in which he has written a large number of books and advised the main companies”says Lever. “For that reason a couple of years ago we invited him to the first eCommerce Innovation Summit and, although he was confirmed in the program, unfortunately at the last minute he had to cancel the trip due to personal problems”.
But if Eisenberg could not come in 2016, he did so the following year, when he was presented at the Latin American Congress of Technology and Business America Digital. The country remembers that the technology that is available is also global, so anyone, regardless of size, can start taking advantage of all kinds of innovation.
“When I start to analyze retail and electronic commerce in Chile, Mexico and Argentina and, of course, all over the world, I find that the minimum standard in those countries tends to be higher than even some of the standards here (in the United States). Now, they may not be reaching the same higher levels of some of the companies here because they do not necessarily have the kind of investments that firms like Amazon or Nike are currently making”he says.
All about increasing sales
Eisenberg says that his brother – who was once in Chile – have helped hundreds of companies increase their sales by more than a billion dollars using persuasive impulse frameworks and among the companies they have worked with is Google, OverStock.com and Cancer Treatment Centers of America. And they have coached and coached companies ranging from startups to Fortune 50 that sell products as diverse as SaaS software, eyeglasses and jewelry.
“Eisenberg is a heavyweight” says Álvaro Echeverría, CEO of Simpliroute -startup leader in Chile and Latin America in planning, optimizing and tracking delivery routes after buying in e-commerce- and director of the Chilean Association of Solutions for the Electronic Commerce ASCE.
“Something you know” comments with irony the consumer specialist of an international management consultancy that prefers to remain anonymous. “As a good gringo, he speaks superbly”.
What does Eisenberg think about the trends that are setting the tone?
He says that what happens is that many companies try to catch up and try to be more similar. “The problem is that your job is to discover how to stay ahead of the expectations of speed, service and ease that your customers have. They should worry less about their competitors and more about their customers”.
Eisenberg has been recognized by eConsultancy members as one of the top 10 Gurus in User Experience and by LinkedIn as Retail Influencer. He has been presented as an expert by The Wall Street Journal and The New York Times and cited by CNN, Chicago Business Tribune, Inc Magazine, Entrepreneur and other specialized platforms.
Inspired by the big ones
“One of my favorite quotes from one of our customers at Google is: Today we operate our business on quicksand. There is no more than 15% market share that has not been disrupted. This is a cultural issue about a company’s ability to stay ahead and meet expectations that are higher than reality” says Eisenberg.
“This is a cultural problem about a company’s ability to stay ahead of the curve and meet customer expectations that are bigger than reality. Everyone expects a Disney customer experience, Zappos communications, Uber fluency, and Amazon’s speed and efficiency. These expectations affect all industries, from businesses to consumers. After all, it’s about people and their perceptions and, in fact, there are numerous studies from CEI (consumer experience) and Bain that point out that retailers and executives believe they are really customer-focused and that they offer a great value to their customers, but only a small percentage of their customers really agree” he says.
Also published on Medium.