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

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CHAPTER 4

[THE NEW CUSTOMER HIERARCHY]

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

In real life, the most practical advice for leaders is not to treat pawns like pawns, nor princes like princes, but all persons like persons.

—James MacGregor Burns

Have you attended a concert where it seemed that everyone in the audience was holding up a phone to snap pictures or shoot videos? Or perhaps you noticed people looking down at their mobile devices, rather than focusing on the show. What’s the point, right? After all, going to an event is about being in the moment. It’s about enjoying the experience to the fullest.

Those individuals may seem distracted, but they are very much a part of the occasion. Multitasking is a way of life for them. But this isn’t just a love affair with smart phones and tablets. These “always on” audiences are sharing real-world experiences as they happen with their friends on Facebook, Twitter, Instagram, and ...

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