CHAPTER 5
[THE DIM LIGHT AT THE END OF THE FUNNEL]
TOTAL RECALL
SORRY, WE’RE CLOSED
THE JOURNEY OF BUSINESS TRANSFORMATION
MEET THE NEW GENERATION OF CUSTOMERS . . . GENERATION C
THE NEW CUSTOMER HIERARCHY
[THE DIM LIGHT AT THE END OF THE FUNNEL]
THE ZERO MOMENT OF TRUTH
THE ULTIMATE MOMENT OF TRUTH
OPENING A WINDOW INTO NEW CONSUMERISM
THE DYNAMIC CUSTOMER JOURNEY
INSIDE THE ELLIPSE: EMBARKING ON THE DCJ
IMPROVING THE UMOT TO OPTIMIZE THE ZMOT
THE SIX PILLARS OF SOCIAL COMMERCE
THE IMPORTANCE OF BRAND IN AN ERA OF DIGITAL DARWINISM
WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS
INNOVATE OR DIE
THE DILEMMA’S INNOVATOR
THE HERO’S JOURNEY
The only source of knowledge is experience.
—Albert Einstein
Over the years, businesses have developed sales, marketing, and service strategies around the sales funnel.1 The model of awareness, interest, desire, and action describes the likely steps a customer may take in making a decision. If only the world were that simple.
It was assumed that the linear path of the funnel would continue despite the evolution of technology and behavior. But regardless, a journey as it migrates from consideration to evaluation to purchase to a state of loyalty and ultimately advocacy isn’t that simple to earn, unfortunately (or fortunately). The process of customer engagement requires dedicated monitoring, not just listening, to shepherd people along this delicate path. For at any moment, consumer attention, interest, and the resulting action could go ...
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