CHAPTER 9
[THE DYNAMIC CUSTOMER JOURNEY]
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
All experience is an arch to build upon.
—Henry Brooks Adams
Engagement is as much art as it is science. Understanding the behavior of your connected consumer takes practice of the social sciences—from digital anthropology and psychology to sociology and ethnography. Behavior exposes patterns in consumer activity with these new touch points and resources. Appreciating how customers form opinions and make decisions inspires empathy and creativity. This research can be summed up in the concept of the decision ellipse or what my colleagues and I at Altimeter Group refer to as the Dynamic Customer Journey.1
What you’ll learn from researching what consumers are doing online is, well . . . everything. Most notably, your business will now gain clarity in how and where to focus efforts in order to shape decisions and experiences pre-, during, and postcommerce. ...
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