Howard Tiersky

Winning Digital Customers (eBook, ePUB)

The Antidote to Irrelevance

• Format: ePub

Produktbeschreibung

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Executives charged with leading any aspect of digital face many challenges which often include: outdated technology, inadequate funding, the wrong talent, organizational resistance, and lack of alignment on what the vision for the future should be, just to name a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."

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Produktdetails

• Verlag: Cranberry Press LLC
• Erscheinungstermin: 18. Oktober 2020
• Englisch
• ISBN-13: 9781734558548
• Artikelnr.: 60396930

Autorenporträt

By Howard Tiersky - Foreword by Michelle McKenna

Inhaltsangabe

Foreword By Michelle McKenna, CIO of the NFL
Winning in An Era of Transformation:
You Have a Problem
What is Digital Transformation?
Is Digital Transformation Required?
What Does Being Digitally Transformed Look Like?
Customer-Centricity is the Key to Business Results
Step 1: Understand Your Customer
Research Questions
Indirect Customer Research
Direct Customer Research
Synthesis of Research into Customer Personas
Step 2: Map the Customer Journey
Current State Journey Mapping
Composing Your Future State Journey
Step 3: Build the Future
Implementation Considerations
Developing Breakthrough Products & Services
Design Thinking 2.0: Pre-Ideation Activities
Design Thinking 2.0: Ideation
Design Thinking 2.0: After the Ideation
Step 4: Optimize the Short Term
Areas of Optimization
The Optimization Process
Step 5: Lead the Change
Overcoming Enterprise Resistance to Change
Transformational Leaders & Teams
The Road Ahead: Your 90-Day Action Plan
Acknowledgements
About the Author