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What's the Future of Business?: Changing the Way Businesses Create Experiences by Brian Solis

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CHAPTER 8

[OPENING A WINDOW INTO NEW CONSUMERISM]

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

It is good to learn what to avoid by studying the misfortunes of others.

—Publilius Syrus

Consumers are more informed than ever before. From the Zero Moment of Truth to the Ultimate Moment of Truth, consumers are taking control of their journey, discovering relevant information and making decisions their way in real time. To what extent are connected customers disrupting the current market and how fast will this grow over time? The answer is different for each business. But, the answer is there to uncover nonetheless. You just have to do the research. That’s where everything begins.

See, without analysis:

  • There can be no insights.
  • Without insights, relevant and meaningful strategies are elusive.
  • Without strategy, there can be no return on investment (ROI).1

Behavior of connected consumers is not only changing, it’s opening and closing ...

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