CHAPTER 16
[THE DILEMMA’S INNOVATOR]
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
Art begins in imitation and ends in innovation.
—Mason Cooley
In a time when only one in five U.S. adults does not use the Internet, it takes an astute command of the obvious to see that society is becoming increasingly digital and connected.1 As a result of this profound connectedness, a gap is already forming between people and your business. A gap is also manifesting between consumer expectations and the products and services you offer.
The simple truth is that it takes a culture of innovation to compete for both Generation C and for the future . . . and that’s where you come in. You are the hero in this journey, and the change you lead starting with evolving customer engagement and defining experiences will have a great effect within your business. One of the greatest opportunities before you is materialized through the evolution in connected consumerism. ...
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