How to Win Customers in the Digital World: Total Action or Fatal Inaction

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.