CHAPTER 6
[THE ZERO MOMENT OF TRUTH]
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
Experience is not what happens to you. It is what you do with what happens to you.
—Aldous Huxley
When we talk about real time, we often think about rapid engagement and response. Doing so misses the splendor of what real time truly offers: the ability to listen, learn, and adapt. In many ways, though, we need to move faster than real time in order to get in front of it. Otherwise we’re forever locked into a rhythm of reacting rather than leading.
Welcome to the moment of truth . . . a series of four stages where customers take actions that move them toward or away from you.
You are competing in real time and at the right time. This “right” time is often referred to as the moment of truth. The MOT is that crucial moment when your customer decides at some point along the journey to select you or stay with you. In a real-time world, the “urgency of now” ...
Get What's the Future of Business?: Changing the Way Businesses Create Experiences now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
