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

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CHAPTER 14

[WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS]

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

Nothing is a waste of time if you use the experience wisely.

—Auguste Rodin

The dynamics that govern the relationship between brands and customers are evolving. But even in this era of engagement and two-way conversations, shared experiences, and connected consumerism, the reality is that the relationship businesses hope to have with customers through these new devices, applications, or networks and their true state are not one and the same.1 In fact, it is woefully one-sided, and usually not to the advantage of customers.

Rather than examine the role new technologies and platforms can play in improving customer relationships and experiences, many businesses invest in “attendance” strategies where a brand is present in both trendy and established channels, but there’s no focus on defining meaningful experiences or ...

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