[What’s the Future] of Business – Chapter 5 by Brian Solis
=> Key takeaway (page 53)…
“Over the years, businesses have developed sales, marketing, and service strategies around the sales funnel. The model of awareness, interest, desire, and action describes the likely steps a customer may take in making a decision. If only the world were that simple.
It was assumed that the linear path of the funnel would continue despite the evolution of technology and behavior. But regardless, a journey as it migrates from consideration to evaluation to purchase to a state of loyalty and ultimately advocacy isn’t that simple to earn, unfortunately (or fortunately). The process of customer engagement requires dedicated monitoring, not just listening, to shepherd people along this delicate path. For at any moment, consumer attention, interest, and the resulting action could go astray without proper supervision or leadership.
This is why investing in creating the desired experience before, during, and after it’s experienced is so critical to the future of relationships and word of mouth. If people can’t connect with your intentions, then they can’t contribute to intended outcomes.”