How to Win Customers in the Digital World: Total Action or Fatal Inaction

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 4.4 Banking on information: the First Direct case 4.4.1 The 'misery' of banking 4.4.2 Making it work for the customer 4.4.3 Information empowers customer leadership 4.4.4 Lessons for Total Action 4.5 Total Action policing 4.5.1 Find out who is the 'customer'? 4.5.2 All activity is not customer activity 4.5.3 The wrong metrics... it's not what you do! 4.5.4 Connect information systems 4.5.5 Make the customer the locus of decision making 4.5.6 Create the information platforms 4.5.7 Lessons for Total Action 4.6 Trying to connect to you 4.6.1 Recognise the individual customer 4.6.2 Organise customer information 4.6.3 Customise services 4.6.4 Connect sales to the factory 4.6.5 Overcome autistic behaviour 4.6.6 Lessons for Total Action 4.7 The postman never rings twice 4.7.1 Who is my customer? 4.7.2 Build a customer dashboard 4.7.3 Manage the customer-specific value chain 4.7.4 Design the service encounter 4.7.5 Lessons for Total Action.- 5. ENGAGING OUTSIDE-IN: THE ROUTE TO TOTAL ACTION: 5.1 The challenges of Total Action 5.2 Why should we do this... and what's different? 5.3 Where - and how - do we begin? 5.4 Mindset over matter 5.5 What next?.- NOTES.- BIBLIOGRAPHY.- INDEX.- ABOUT THE AUTHORS