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

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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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In ZMOT: Winning the Zero Moment of Truth,1 Google commissioned Shopper Sciences to study the sources of 5,000 shoppers in 12 different categories and how they influence decision making. The results are nothing less than staggering. When you compare your current marketing initiatives against ...

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