CHAPTER 17
[THE HERO’S JOURNEY]
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]
Nobody can go back and start a new beginning, but anyone can start today and make a new ending.
—Maria Robinson
This book is dedicated to disruption, innovation, and transformation. As the real hero in this journey, this book is dedicated to you. My intention is to introduce you to your connected customers, demonstrate how they progress through a dynamic customer journey, and how they behave in each moment of truth. Part entitlement, part egotism, part DIY (do it yourself), and part entrepreneurialism, Generation C’ers’ behavior is indeed dissimilar to that of their more traditional counterparts.
Together we’ve learned that these consumers are far more informed, far more sophisticated in their decision making, and savvier in their digital prowess. They’re artistic and awe-inspiring in their capacity to effectively multitask across multiple devices and platforms. ...
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