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

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CHAPTER 9

[THE DYNAMIC CUSTOMER JOURNEY]

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

All experience is an arch to build upon.

—Henry Brooks Adams

Engagement is as much art as it is science. Understanding the behavior of your connected consumer takes practice of the social sciences—from digital anthropology and psychology to sociology and ethnography. Behavior exposes patterns in consumer activity with these new touch points and resources. Appreciating how customers form opinions and make decisions inspires empathy and creativity. This research can be summed up in the concept of the decision ellipse or what my colleagues and I at Altimeter Group refer to as the Dynamic Customer Journey.1

What you’ll learn from researching what consumers are doing online is, well . . . everything. Most notably, your business will now gain clarity in how and where to focus efforts in order to shape decisions and experiences pre-, during, and postcommerce. ...

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