How to Win Customers in the Digital World

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. 2. 1 New ways to reach customers;
2. 2. 2 Breakthrough - and incredible impact;
2. 2. 3 Management has to master their use;
2. 3 Total Action elements;
2. 3. 1 Focus on the customer;
2. 3. 2 Co-ordinate customer information;
2. 3. 3 Develop excellence in fulfilment;
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. 3. 1 The comfort of the internal market;
3. 3. 2 The boss leads, the customer bleeds;
3. 3. 3 The wrong metrics;
3. 3. 4 The customer is an interrupt to the business process;
3. 3. 5 Corporate autism;
3. 3. 6 Hardening of the IT arteries;
3. 4 Moving out of Fatal Inaction;
3. 4. 1 Customer-centred leadership;
3. 4. 2 Customer-centred metrics;
3. 4. 3 Customer-centred management and planning;
3. 4. 4 Customer-centred IT;
3. 4. 5 Customer-centred change;
3. 4. 6 The 4Ps of Total Action performance;
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. 2. 1 The soldier as the locus of decision-making;
4. 2. 2 People and organising capabilities;
4. 2. 3 Lessons for Total Action;
4. 3 The American Airlines case;
4. 3. 1 Accelerate the process;
4. 3. 2 Manage the service encounter;
4. 3. 3 Capture information streams;
4. 3. 4 Build knowledge of the customer;
4. 3. 5 Build the value cluster - become the industry infomediary;
4. 3. 6 Lessons for Total Action;
4.

Statements for the book: "The digital world is Bertelsmann's world. It is transforming every aspect of our business as media products are digitized and marketed through the Internet: The key question is "how to win and retain customers" in this new and challenging, digital world. This book provides a very sharp insight into the key issues and the actions to be taken. Al Dunn and Peter Vervest give a vivid description of those who will win: Total Action companies that make every activity directly relevant for their customers constrasting them with the "Fatal Inaction" reality of so many large organisations today. In this radically changing environment, this book is mandatory reading for every manager and professional." (Thomas Middelhoff, Chairman & CEO Bertelsmann AG) "Total Action is a compelling concept and practice for securing a strong position in the challenging digital world. The key message - how to organise from the individual customer inwards using digital business technologies - is fundamental. The application of "modularity" to organise for and manage instant fulfillment across a network of internal and external parties is an impressive addition to business practice. This is a powerful and straightforward starting point for all managers and organisations seeking to master the new frontiers of business." (A.-W. Scheer, Chairman of the Supervisory Board -IDS Scheer AG- and Director of the Institute for Information Systems, University of the Saarland, Saarbruecken/Germany) "The phrase "customer oriented" takes on an entirely new, revolutionary, meaning in the digital age. Total Action is a how-to book that shows, using eye-opening real experiences, how to achieve this." (Kenneth Preiss, The Sir Leon Bagrit Professor: Technology and Global Competitiveness, Ben Gurion University of the Negev, Beer Sheva, Israel)