Every organisation must strive for Total Action. Winning the customer in
today's highly competitive and demanding world is the key to ensuring
success. All managers and employees profess to understand this yet they
find it incredibly difficult to perform together to achieve this. The
'digital world' is changing the traditional logic of business - we must
now act fast and effectively to capture and retain increasingly
demanding and sophisticated customers, be they individuals or organi-
sations. Most customers demand much more than many organisations are
able to deliver. It is said that the inventor of the telephone believed
its main use would be to let someone know that a telegram was arriving.
Today we know there is a lot more you can do with a telephone ... and
all the surrounding digital business technologies. But you must be
prepared to re-think why you are doing things the way you are. And why
you are doing them at all. This is the starting point for 'How to win
customers in the digital world - Total Action or Fatal Inaction'. The
authors confront traditional ways of organising with the capabilities of
the new, digital business technologies. They are critical of the frozen
behaviour of today's large organisations. They go back to the
fundamental goal that business is about making money by satisfying
customers.