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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