CHAPTER 13
[THE IMPORTANCE OF BRAND IN AN ERA OF DIGITAL DARWINISM]
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 trouble with learning from experience is that you never graduate.
—Doug Larson attributed, The Ship of Thought
Now more than ever, what your organization stands for and what it represents can be the foundation for a meaningful competitive advantage. The journey we walked through together in the last several chapters presents a connected customer whose values, personal beliefs, and life experiences combined with personal and professional objectives create the need for personal engagement.
It’s not a debate of apathy versus empathy: businesses must align with individuals in order for individuals to stand with businesses. Your organization must go beyond being customer-centric.
Think about the definition of community. The textbook definition of community is a group of people living in the same place or having a particular ...
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