Wtf?: What's the Future of Business?: Changing the Way Businesses Create Experiences

ISBN-13: 9781118456538 / Angielski / Twarda / 2013 / 224 str.

Brian Solis

Opis

-In today's rapidly changing digital environment, Darwinism is alive and well. What's the Future of Business doesn't just explore trends and theories; it introduces a dynamic, actionable path to transformation.-
--Evan Greene, CMO, The Recording Academy, Producers of the GRAMMY Awards

Rethink your business model to incorporate the power of -user- experiences What's the Future of Business? will galvanize a new movement that aligns the tenets of user experience with the vision of innovative leadership to improve business performance, engagement, and relationships for a new generation of consumerism. It provides an overview of real-world experiences versus -user- experiences in relation to products, services, mobile, social media, and commerce, among others. This book explains why experience is everything and how the future of business will come down to shared experiences.

• Aligns the tenets of user experience with the concepts of innovative leadership to improve business performance and engagement and to motivate readers to rethink business models and customer and employee relationships
• Motivates readers to rethink business models, products and services, marketing, and customer and employee relationships with desired experiences in mind
• Brian Solis is globally recognized as one of the most prominent thought leaders and published authors in new media, and is the author of Engage and The End of Business as Usual

Discover how user experience design affects your business, and how you can harness its power for meaningful revenue growth

Spis treści

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

O autorze

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.

Blurb

Praise for What′s the Future of Business?

"Solis explores the incredible transformation happening in business today, driven by new social and mobile technologies. In the future, successful businesses will be ′Customer Companies′—companies that connect with their customers, partners, employees, and products in entirely new ways."
—Marc Benioff, Chairman and CEO, salesforce.com

"If anyone understands the multi–screen world we′re becoming, it′s Brian Solis. Your customers and employees expect rich engagement on multiple screens, through dedicated experiences for each, with one integrated brand voice. Read this book."
—Jesse Redniss,Senior Vice President, Digital, USA Network/NBCUniversal

"Businesses are falling into a mode of management which cultivates silos and is causing them to lose market momentum. Businesses must always compete for the future, and this book shows what to do to stay ahead of your markets and avoid being disrupted by technology to the point that you go out of business."
—Georges–Edouard Dias, Chief Digital Officer, L′Oreal

"Customers are adopting new technology and new ′screens′ at an increasingly rapid pace. The challenge for businesses is to create delightful and highly engaging experiences that take maximum advantage of those technologies and devices as they are introduced."
—Julie Bornstein, Senior Vice President, Sephora Digital

"Developing a social strategy based on trends might be fashionable, but it′s not sustainable. The consumer demands more. Brian shows you how to innovate or die. Pretty easy choice, no?"
—Aliza Licht, Senior Vice President, Global Communications, Donna Karan International

"The music business has been impacted more than any other media industry in the last decade, and we′re still in the midst of our transformation. You have to recognize that change is constant, and an ongoing evolution is the only option. This book encapsulates it perfectly: people are looking for meaningful experiences, and you can only create them by innovating, experimenting, and defying expectations."
—Paul Sinclair, Senior Vice President, Digital Media, Atlantic Records