CHAPTER 7
[THE ULTIMATE 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
We should come home from adventures, and perils, and discoveries every day with new experience and character.
—Henry David Thoreau
Did you know that consumers rely on 10 or more sources in making purchase decisions? Between 2010 and 2011 the average number of sources used not only doubled, but new technologies emerged to facilitate discovery and engagement around these sources.
Source: Google/Shopper Sciences. The Zero Moment of Truth Macro Study. April 2011.
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