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

<p><b>BRIAN SOLIS</b> 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 <i>Engage!</i> and <i>The End of Business as Usual</i>, both from Wiley. His blog, BrianSolis.com, is among the world’s leading business strategy and marketing resources.

<p>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. <p>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. <p><i>What’s the Future of Business?</i> 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. <i>What’s the Future</i> will also inspire you to rethink your business models, approach, and customer and employee relationships in order to create amazing, real-world experiences. <p>You’ll learn: <ul><li>Why experiences matter to your business</li> <li>Why the future of business will come down to these shared experiences</li> <li>The importance of brand in an era of Digital Darwinism</li> <li>How to marry user and customer experience with business leadership</li> <li>Why today’s designs (and thinking) are failing</li> <li>How to design experiences around the four Moments of Truth</li></ul> <p><i>What’s the Future of Business?</i> 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.

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