Winning digital customers : the antidote to irrelevance /
Tiersky, Howard
Winning digital customers : the antidote to irrelevance / by Howard Tiersky. - San Antonio, Texas : Cranberry Press, 2020 - 1 online resource (405, pages) : color illustrations.
https://portal.igpublish.com/iglibrary/ is required to read this e-book.
Includes bibliographical references and index
1.You have a problem -- 2. What is digital transformation? -- 3. Is digital transformation required? -- 4. What does bein digital Trans formed look like? -- 5. Customer centricity is the key to business results --
I. Understand your customer -- 6. Research Questions -- 7. Indirect customer research -- 8. Direct customer research -- 9. Synthesis of research into customer personas -- II. Map the customer journey -- 10. Current state journey mapping -- 11. Composing your future state journey -- III. Build the future -- 12. Implementation considerations --13. Developing Breakthrough products & services -- 14. Design thinking 2.0: Pre-ideation activities -- 15. Design thinking 2.0: ideation -- 16. Design thinking 2.0” after the ideation -- IV. Optimize the short term -- 17. Areas of optimization -- 18. The optimization process -- V. Lead the change -- 19. Overcoming enterprise resistance to change -- 20. Transformational leaders & teams -- 21. The road ahead : your 90-day action plan
Customers today expect the brands they deal with to deliver an increasingly outstanding and seamless digital experience. Those that do are thriving. Those that don't are becoming increasingly irrelevant.
Executives charged with leading any aspect of digital face many challenges which often include: outdated technology, inadequate funding, the wrong talent, organizational resistance, and lack of alignment on what the vision for the future should be, just to name a few.
Howard Tiersky has been named by IDG as one of the Top 10 Digital Transformation Influencers to follow today. As an entrepreneur he has launched two successful companies that help large brands transform to thrive in the digital age. His dozens of Fortune 1000 clients have included Verizon, NBC, Viacom, Avis, Universal Studios, JPMC, NFL, and even digital leaders like Facebook, Spotify, and Amazon.
In this new book, Tiersky lays out a simple but detailed five step methodology that any company can follow to align their teams around a vision for the customer experience that will maximize their competitiveness in the market, identify the quick wins that will help them out of the gate, and ultimately drive the transformation needed to bring their company into alignment with today's digital world. As part of that methodology, he shares a proven approach to integrating Design Thinking and Journey Mapping to more predictably drive business results.
In the book's Foreword, written by Michelle McKenna, former Disney Executive, the technology leader behind The Wizarding World of Harry Potter, and the current CIO of the National Football League, McKenna says this about Tiersky and his approach: “Howard Tiersky has been my secret weapon every place I've been because he is, I think, one of the brightest, most collaborative and best creative thinkers I've ever worked with. I'm happy that he's now writing it all down and that others can now know what up until now has been known only to his clients. This book provides a very readable, but detailed, pragmatic guide to how to drive digital transformation in the ‘real world,' including both specific steps to follow and many anecdotes to put them in context. You will find methodologies, techniques and formerly top-secret tricks that can make a huge difference for you. Even if you've already hired the best agency or consultancy in the field, reading this book and applying its principles will help you understand and manage your transformation in a way that you get real sustainable change that can survive and thrive long after the last consultant leaves the building.”
9781734558531 (e-book)
Electronic commerce
Leadership
Internet
HC79 / I55T44 2020
Winning digital customers : the antidote to irrelevance / by Howard Tiersky. - San Antonio, Texas : Cranberry Press, 2020 - 1 online resource (405, pages) : color illustrations.
https://portal.igpublish.com/iglibrary/ is required to read this e-book.
Includes bibliographical references and index
1.You have a problem -- 2. What is digital transformation? -- 3. Is digital transformation required? -- 4. What does bein digital Trans formed look like? -- 5. Customer centricity is the key to business results --
I. Understand your customer -- 6. Research Questions -- 7. Indirect customer research -- 8. Direct customer research -- 9. Synthesis of research into customer personas -- II. Map the customer journey -- 10. Current state journey mapping -- 11. Composing your future state journey -- III. Build the future -- 12. Implementation considerations --13. Developing Breakthrough products & services -- 14. Design thinking 2.0: Pre-ideation activities -- 15. Design thinking 2.0: ideation -- 16. Design thinking 2.0” after the ideation -- IV. Optimize the short term -- 17. Areas of optimization -- 18. The optimization process -- V. Lead the change -- 19. Overcoming enterprise resistance to change -- 20. Transformational leaders & teams -- 21. The road ahead : your 90-day action plan
Customers today expect the brands they deal with to deliver an increasingly outstanding and seamless digital experience. Those that do are thriving. Those that don't are becoming increasingly irrelevant.
Executives charged with leading any aspect of digital face many challenges which often include: outdated technology, inadequate funding, the wrong talent, organizational resistance, and lack of alignment on what the vision for the future should be, just to name a few.
Howard Tiersky has been named by IDG as one of the Top 10 Digital Transformation Influencers to follow today. As an entrepreneur he has launched two successful companies that help large brands transform to thrive in the digital age. His dozens of Fortune 1000 clients have included Verizon, NBC, Viacom, Avis, Universal Studios, JPMC, NFL, and even digital leaders like Facebook, Spotify, and Amazon.
In this new book, Tiersky lays out a simple but detailed five step methodology that any company can follow to align their teams around a vision for the customer experience that will maximize their competitiveness in the market, identify the quick wins that will help them out of the gate, and ultimately drive the transformation needed to bring their company into alignment with today's digital world. As part of that methodology, he shares a proven approach to integrating Design Thinking and Journey Mapping to more predictably drive business results.
In the book's Foreword, written by Michelle McKenna, former Disney Executive, the technology leader behind The Wizarding World of Harry Potter, and the current CIO of the National Football League, McKenna says this about Tiersky and his approach: “Howard Tiersky has been my secret weapon every place I've been because he is, I think, one of the brightest, most collaborative and best creative thinkers I've ever worked with. I'm happy that he's now writing it all down and that others can now know what up until now has been known only to his clients. This book provides a very readable, but detailed, pragmatic guide to how to drive digital transformation in the ‘real world,' including both specific steps to follow and many anecdotes to put them in context. You will find methodologies, techniques and formerly top-secret tricks that can make a huge difference for you. Even if you've already hired the best agency or consultancy in the field, reading this book and applying its principles will help you understand and manage your transformation in a way that you get real sustainable change that can survive and thrive long after the last consultant leaves the building.”
9781734558531 (e-book)
Electronic commerce
Leadership
Internet
HC79 / I55T44 2020