Aligns the tenets of user experience with the co
Table of Contents
0 TOTAL RECALL 2
The Voice of the Empowered Customer 6
Are You Experienced? 8
1 SORRY, WE’RE CLOSED: HOW TO SURVIVE DIGITAL DARWINISM 10
Disruptive Technology Is a Catalyst for Change, Not the Reason 15
2 THE JOURNEY OF BUSINESS TRANSFORMATION 18
There’s a Hero in Every One of Us 21
The Great Myth of Technology 24
3 MEET THE NEW GENERATION OF CUSTOMERS . . . GENERATION C 26
Widening the View from Generation Y to Generation C 31
Different Times Call for Different Measures 33
4 THE NEW CUSTOMER HIERARCHY 36
A New Era of Social Service: Promoting the Experiences of Customers 40
The Broken Link of Social Media Customer Service 44
Connecting the Dots in Social Media to Improve Experiences 47
5 THE DIM LIGHT AT THE END OF THE FUNNEL 50
Funnel Vision: Without Awareness There Can Be No Consideration 54
The Cluster Funnel 55
6 THE ZERO MOMENT OF TRUTH 58
7 THE ULTIMATE MOMENT OF TRUTH 66
The Ultimate Moment of Truth 74
8 OPENING A WINDOW INTO NEW CONSUMERISM 78
Discovery Disrupted 82
Opening the Door to a New Generation of Connected Consumerism 83
Opening the Windows to Digital Influence 86
9 THE DYNAMIC CUSTOMER JOURNEY 90
10 INSIDE THE ELLIPSE: EMBARKING ON THE DYNAMIC CUSTOMER JOURNEY 98
Formulation (Stimulus) 104
Precommerce (Zero Moment of Truth) 106
Commerce (First Moment of Truth) 109
Postcommerce (Ultimate Moment of Truth) 112
11 IMPROVING THE UMOT TO OPTIMIZE THE ZMOT 118
12 THE SIX PILLARS OF SOCIAL COMMERCE: UNDERSTANDING THE PSYCHOLOGY OF ENGAGEMENT 124
Hear No Evil. See No Evil. Speak No Evil. 128
The A.R.T. of Engagement 129
The Psychology of Social Commerce 130
Heuristic Number 1: Social Proof—Follow the Crowd 131
Heuristic Number 2: Authority—The Guiding Light 132
Heuristic Number 3: Scarcity—Less Is More 133
Heuristic Number 4: Liking—Builds Bonds and Trust 134
Heuristic Number 5: Consistency 135
Heuristic Number 6: Reciprocity—Pay It Forward 136
13 THE IMPORTANCE OF BRAND IN AN ERA OF DIGITAL DARWINISM 138
Branding Is More Important Than Ever Before 144
Brand Empathy: Always Improve Experiences 146
14 WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS 148
The CrUX of Engagement Is Intention and Purpose 153
The Experience RedUX 156
User Experience Becomes the Customer Experience: Principles and Pillars of UX 158
Medium-alism Equals FaUX Engagement 159
The JUXtaposition of Empathy and Experience 161
15 INNOVATE OR DIE 162
CMOs Are at the Crossroads of Customer Transactions and Engagement 167
Through a Telescope, We Bring the World Closer—Through a Microscope, We See What Was Previously Invisible to the Naked Eye 168
Customer Engagement Is Not the Same as Conversations 172
Ten Priorities for Meaningful Business Transformation 176
Disruptive Technology and How to Compete for the Future 180
16 THE DILEMMA’S INNOVATOR 184
Innovation Is Blindness: Why Innovation Is Fundamental to the Survival of Tomorrow’s Business . . . Today 188
In the Battle against Relevance versus Irrelevance: It’s Survival of the Fitting 191
17 THE HERO’S JOURNEY 196
The Task Force, AKA Steering Committee 202
The Stages of Change 205
The Hero’s Journey 209
Stage 1: Inception 210
Stage 2: Tribulation 211
Stage 3: Transformation 212
Stage 4: Realization 213
Thank You 214
NOTES 215
