What's the Future of Business: Changing the Way Businesses Create Experiences by Brian Solis

Author:Brian Solis [Solis, Brian]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2013-03-05T14:00:00+00:00

CHAPTER 11

[IMPROVING THE UMOT TO OPTIMIZE THE ZMOT]

TOTAL RECALL

SORRY, WE’RE CLOSED

THE JOURNEY OF BUSINESS TRANSFORMATION

MEET THE NEW GENERATION OF CUSTOMERS . . . GENERATION C

THE NEW CUSTOMER HIERARCHY

THE DIM LIGHT AT THE END OF THE FUNNEL

THE ZERO MOMENT OF TRUTH

THE ULTIMATE MOMENT OF TRUTH

OPENING A WINDOW INTO NEW CONSUMERISM

THE DYNAMIC CUSTOMER JOURNEY

INSIDE THE ELLIPSE: EMBARKING ON THE DCJ

[IMPROVING THE UMOT TO OPTIMIZE THE ZMOT]

THE SIX PILLARS OF SOCIAL COMMERCE

THE IMPORTANCE OF BRAND IN AN ERA OF DIGITAL DARWINISM

WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS

INNOVATE OR DIE

THE DILEMMA’S INNOVATOR

THE HERO’S JOURNEY

We must not let go manifest truths because we cannot answer all questions about them.

—Jeremy Collier

Sounds almost playful; it certainly made me smile as I wrote it. But it is a profound topic nonetheless. If there is one thing you take away from this experience, it’s that the experiences people share influence the steps other people take and the decisions they ultimately make. No matter how brilliant your marketing efforts, there is no one way to reach your desired audiences nor to create coveted impressions. The power of peer-to-peer influence is perhaps at its greatest potency. Peer-driven word of mouth has always held a powerful relationship between cause and effect. In the 1970s, Fabergé Organics reminded consumers of what’s possible when you combine useful products, emotional correlation, and happy customers. The result is shared experiences aka word of mouth, “If you tell two friends about Fabergé Organics shampoo with wheat germ oil and honey, then they’ll tell two friends, and so on and so on and so on.”1 While clever marketing, Fabergé’s point blank approach is exactly the point. It’s not what you say about you, it’s what others experience and say about you that counts.

To win in the Moments of Truth, and you have to win in each and every one, apply a simple but important framework to each strategy. But before you do, think of the Moments of Truth much in the same way as you do the funnel. Marketing, service, product development, sales, and so on, must align to not only complement one another but contribute to the experiences of customers from ZMOT to UMOT. Not doing so creates friction internally and externally. Those organizations that reduce friction and enhance experiences win. It’s as simple as that. Winning requires a simple framework built upon a solid foundation of internal collaboration: listen, learn, engage, and adapt to enhance and optimize your performance in each Moment of Truth (MOT):

1 Listen to conversations specific to your customers’ discovery process. Walk in their digital footsteps.

2 Learn how key words, questions, and responses contribute to themes and how those themes evolve.

a. Apply those key words to learn how customers are engaged in ZMOT within social media.

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