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

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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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