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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