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

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CHAPTER 12

[THE SIX PILLARS OF SOCIAL COMMERCE]

Understanding the Psychology of Engagement

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

The greatest discovery of my generation is that human beings can alter their lives by altering their attitudes of mind.

—William James

Social media is more about social science than technology.1 As we look at the dynamic customer journey (DCJ) and the moments of truth, we see that the opportunity before us—connected consumerism—is bigger than social media. It’s about experience. As such, its value is not realized in the Likenomics2 of relationship status or in the scores that individuals earn by engaging in social networks.3

The value of digital experiences is rooted in people, relationships, and the meaningful actions between them. Yes, it’s not just social . . . it’s digital and real world experiences that count for everything. The value of branded experiences comes down to the role you play in ...

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