CHAPTER 4
[THE NEW CUSTOMER HIERARCHY]
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
In real life, the most practical advice for leaders is not to treat pawns like pawns, nor princes like princes, but all persons like persons.
—James MacGregor Burns
Have you attended a concert where it seemed that everyone in the audience was holding up a phone to snap pictures or shoot videos? Or perhaps you noticed people looking down at their mobile devices, rather than focusing on the show. What’s the point, right? After all, going to an event is about being in the moment. It’s about enjoying the experience to the fullest.
Those individuals may seem distracted, but they are very much a part of the occasion. Multitasking is a way of life for them. But this isn’t just a love affair with smart phones and tablets. These “always on” audiences are sharing real-world experiences as they happen with their friends on Facebook, Twitter, Instagram, and ...
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