CHAPTER 11
[IMPROVING THE UMOT TO OPTIMIZE THE ZMOT]
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
We must not let go manifest truths because we cannot answer all questions about them.
—Jeremy Collier
Sounds almost playful; it certainly made me smile as I wrote it. But it is a profound topic nonetheless. If there is one thing you take away from this experience, it’s that the experiences people share influence the steps other people take and the decisions they ultimately make. No matter how brilliant your marketing efforts, there is no one way to reach your desired audiences nor to create coveted impressions. The power of peer-to-peer influence is perhaps at its greatest potency. Peer-driven word of mouth has always held a powerful relationship between cause and effect. In the 1970s, Fabergé Organics reminded consumers of what’s possible when you combine useful products, emotional correlation, and happy customers. The result is shared ...
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