How to Win Customers in the Digital World

What is so different about today's digital business technologies? Why is "digitisation" so important? Why is the Internet making such tremendous impact? What should my organisation do? What should I do? How to win customers in the digital world presents a template for seizing the opportunities of the new digital business technolgies. It speaks about what the technology can do for you, as a user, senior manager, strategist, marketeer or sales director? Six cases are presented - the army, the airline, the bank, the police, the telecommunications operator and the post. These real-life cases demonstrate both the power and the risks of the digital business technologies. The winners use the technology to make front-line people the point of decision-making; to unlock information about customers; and to manage the fulfilment of their commitments. These are Total Action organisations, making every activity inside their organisation directly relevant for their customers. The losers fail to change the "logic" of their organisation and suffer increasing degrees of "corporate autism": highly intelligent but inward facing corporate behaviour with little, if any, relevance for the outside world. They put the technology in place, but this only amplifies the shortcomings of their present organisation. The authors - both experienced professionals in the field of telecommunications and management education - take you on a discovery tour of the new management concepts to create the winning organisation in the digital world of tomorrow.

1 The boardroom agenda.- 1.1 Win with your customer.- 1.2 The impact of digital business technologies.- 1.3 What makes it so difficult?.- 1.4 The Total Action scorecard.- 1.5 The Total Action model.- 1.6 Questions from the board.- 2 Digital business technologies and Total Action.- 2.1 The new digital business technologies.- 2.2 Why are digital business technologies so important?.- 2.3 Total Action elements.- 2.4 The Total Action model.- 3 Weeding out Fatal Inaction.- 3.1 What is Fatal Inaction?.- 3.2 The roots of Fatal Inaction.- 3.3 The characteristics of Fatal Inaction.- 3.4 Moving out of Fatal Inaction.- 3.5 The Total Action scorecard.- 3.6 The sum is greater than the parts.- 4 The Total Action casebook.- 4.1 The casebook approach.- 4.2 The US Army case.- 4.3 The American Airlines case.- 4.4 Banking on information: the First Direct case.- 4.5 Total Action policing.- 4.6 Trying to connect to you.- 4.7 The postman never rings twice.- 5 Engaging outside-in: the route to Total Action.- 5.1 The challenges of Total Action.- 5.2 Why should we do this...and what's different?.- 5.3 Where - and how - do we begin?.- 5.4 Mindset over matter.- 5.5 What next?.- Notes.- About the authors.