By Prof. Dr. Peter Vervest, Al Dunn (auth.)
What is so various approximately trendy electronic enterprise applied sciences? Why is "digitisation" so very important? Why is the net making such great influence? What may still my business enterprise do? What should still I do?
the way to win shoppers within the electronic global provides a template for seizing the possibilities of the recent electronic enterprise technolgies. It speaks approximately what the expertise can do for you, as a consumer, senior supervisor, strategist, marketeer or revenues director?
Six instances are awarded - the military, the airline, the financial institution, the police, the telecommunications operator and the publish. those real-life instances exhibit either the ability and the hazards of the electronic company technologies.
The winners use the know-how to make front-line humans the purpose of decision-making; to liberate information regarding buyers; and to control the fulfilment in their commitments. those are overall motion agencies, making each task within their agency at once suitable for his or her customers.
The losers fail to alter the "logic" in their service provider and undergo expanding levels of "corporate autism": very smart yet inward dealing with company behaviour with little, if any, relevance for the surface global. They placed the know-how in position, yet this purely amplifies the shortcomings in their current organisation.
The authors - either skilled execs within the box of telecommunications and administration schooling - take you on a discovery travel of the recent administration thoughts to create the profitable service provider within the electronic international of tomorrow.
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Extra info for How to Win Customers in the Digital World: Total Action or Fatal Inaction
Total Action can have a similar effect, taking responsibility for customers beyond the Sales people, to make customer interaction a cohesive, recognisable process that engages the whole organisation. What role should the marketing and sales departments have~ In our experience, marketing and sales are usually the first to embrace the concepts of Total Action. As in the quality example, this is an opportunity to widen recognition of what they do, and how important the rest of the organisation is to their success.
As in the 1980's world of computers and telecommunication, there is a complex technical vocabulary and a confusion of products and application. Yet the basic ability of these technologies is 'digitisation' - converting text, sound, picture or any other kind of information - into a stream of zeros and ones. This single concept underpins the tremendous importance these technologies are gaining in both social and business life. Digital business technologies have two capabilities that underpin the transformation of the business world, they 'disconnect' information from its physical form and from geography.
I can ea i1y acce the peopl within the organi ation re pon ibl for thi cu tamer. 6. The cu tamer can alway contact u 7. We know about all contact that the cu tomer ha with u . 8. We analy e cu tomer information regularly a the ba of improving our ervice . 9. All department a well a our bu ine partner have acce to the arne information on thi cu tamer. 10. Our management uie to give everyone in tant acee the eu tomer information which i relevant to them. to 11 12 1 The boardroom agenda The Total Action scorecard can be used as a checklist to generate a clear diagnosis, so the strategy can bridge the gap between what the organisation is, and what you want it to be.
How to Win Customers in the Digital World: Total Action or Fatal Inaction by Prof. Dr. Peter Vervest, Al Dunn (auth.)