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

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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” ...

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