The volume of emerging technologies can overwhelm the best of us. Yet it's impacting business and society alike. In recent years, many top Fortune 500 companies have slipped out of contention as their business models failed to keep up in these turbulent times. Survival requires constantly adapting as your customers' behavior changes. You need new systems, processes, and intentions in place to recognize disruption as it happens, assess new opportunities, and quickly test new ideas. Is your company equipped to change with your customers? Is it ready and able to create meaningful experiences that…mehr
The volume of emerging technologies can overwhelm the best of us. Yet it's impacting business and society alike. In recent years, many top Fortune 500 companies have slipped out of contention as their business models failed to keep up in these turbulent times. Survival requires constantly adapting as your customers' behavior changes. You need new systems, processes, and intentions in place to recognize disruption as it happens, assess new opportunities, and quickly test new ideas. Is your company equipped to change with your customers? Is it ready and able to create meaningful experiences that keep them hooked? If not, it's time to recognize how customers are not only changing but also how they're sharing experiences about you and your competition. This is where real transformation begins. What's the Future of Business? is not a question--it's an answer. It explains how experience design helps your business and how you can harness its power for business growth. This book introduces a new movement that aligns the tenets of user experience with innovation and leadership to improve business performance, engagement, and relationships for a new generation of consumerism. What's the Future will also inspire you to rethink your business models, approach, and customer and employee relationships in order to create amazing, real-world experiences. You'll learn: * Why experiences matter to your business * Why the future of business will come down to these shared experiences * The importance of brand in an era of Digital Darwinism * How to marry user and customer experience with business leadership * Why today's designs (and thinking) are failing * How to design experiences around the four Moments of Truth What's the Future of Business? teaches you how to start creating and nurturing incredible and shareable experiences for your customers from the moment your brand touches them. Learn how to craft experiences that mean something. The future of your business depends on it.
BRIAN SOLIS is globally recognized as one of the most prominent thought leaders in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business and culture. He is Principal of Altimeter Group, a leading research-based advisory firm in Silicon Valley. He is the author of Engage! and The End of Business as Usual, both from Wiley. His blog, BrianSolis.com, is among the world's leading business strategy and marketing resources.
Inhaltsangabe
0 TOTAL RECALL 2
The Voice of the Empowered Customer 6
Are You Experienced? 8
1 SORRY, WE'RE CLOSED: HOW TO SURVIVE DIGITAL DARWINISM10
Disruptive Technology Is a Catalyst for Change, Not the Reason15
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 C26
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 ofCustomers 40
The Broken Link of Social Media Customer Service 44
Connecting the Dots in Social Media to Improve Experiences47
5 THE DIM LIGHT AT THE END OF THE FUNNEL 50
Funnel Vision: Without Awareness There Can Be No Consideration54
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 Consumerism83
Opening the Windows to Digital Influence 86
9 THE DYNAMIC CUSTOMER JOURNEY 90
10 INSIDE THE ELLIPSE: EMBARKING ON THE DYNAMIC CUSTOMERJOURNEY 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 THEPSYCHOLOGY 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 DARWINISM138
Branding Is More Important Than Ever Before 144
Brand Empathy: Always Improve Experiences 146
14 WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS148
The CrUX of Engagement Is Intention and Purpose 153
The Experience RedUX 156
User Experience Becomes the Customer Experience: Principles andPillars 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 andEngagement 167
Through a Telescope, We Bring the World Closer--Through aMicroscope, We See What Was Previously Invisible to the Naked Eye168
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 theSurvival of Tomorrow's Business . . . Today 188
In the Battle against Relevance versus Irrelevance: It'sSurvival of the Fitting 191
