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

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CHAPTER 10

[INSIDE THE ELLIPSE: EMBARKING ON 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

We do not see things as they are. We see them as we are.

— The Talmud

To define the dynamic customer journey (DCJ) in a way that’s meaningful, advantageous, and shareable for your organization and your customers you’ll need to open your mind, your heart, and your imagination.1

It is only by walking in the digital footsteps of your customers that you can uncover a new landscape of opportunities for engagement, as well as a new reality for your business. Embracing your connected customers will help them embrace you in return. At a minimum, the gifts you receive by embarking on this journey and investing in engagement, education, and meaningful experiences are empathy, relevance, and ultimately reciprocity—all of which are measurable by traditional business metrics.

It’s time to define the experience where the product ...

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