Solis WTF?

What's the Future of Business?: Changing the Way Businesses Create Experiences
1. Auflage 2013
ISBN: 978-1-118-45719-1
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 224 Seiten, E-Book

"In today's rapidly changing digital environment,Darwinism is alive and well. What's the Future ofBusiness doesn't just explore trends and theories; itintroduces 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 newmovement that aligns the tenets of user experience with the visionof 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, socialmedia, and commerce, among others. This book explains whyexperience is everything and how the future of business will comedown to shared experiences.
* Aligns the tenets of user experience with the concepts ofinnovative leadership to improve business performance andengagement and to motivate readers to rethink business models andcustomer and employee relationships
* Motivates readers to rethink business models, products andservices, marketing, and customer and employee relationships withdesired experiences in mind
* Brian Solis is globally recognized as one of the most prominentthought leaders and published authors in new media, and is theauthor of Engage! and The End of Business asUsual!
Discover how user experience design affects your business, andhow you can harness its power for meaningful revenue growth

Autoren/Hrsg.

Solis, Brian

Inhaltsverzeichnis

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
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

Über Autor(innen)

BRIAN SOLIS is globally recognized as one of the mostprominent thought leaders in new media. A digital analyst,sociologist, and futurist, Solis has influenced the effects ofemerging media on business and culture. He is Principal ofAltimeter Group, a leading research-based advisory firm in SiliconValley. He is the author of Engage! and The End ofBusiness as Usual, both from Wiley. His blog, BrianSolis.com,is among the world's leading business strategy and marketingresources.