Winning Digital Customers: The Antidote to Irrelevance

by Howard Tiersky, Michelle McKenna (Foreword by)

Overview

THE WALL STREET JOURNAL BESTSELLER with a foreword by the CIO of the NFL. “No matter how experienced you are, you will learn something important from this book!” —SPRINT Chief Digital Officer, Rob Roy 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charged with leading any aspect of digital face many challenges, which often include:  • Organizational resistance, • Outdated technology, • Inadequate funding, • The wrong talent, and • Lack of alignment on what the vision for the future should be. All these challenges have solutions. Winning Digital Customers lays out a proven formula for transforming any company to  thrive in this digital age. Howard Tiersky has been named one of the Top 10 Digital Transformation Influencers to follow today by IDG.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, 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.”

Product Details

ISBN-13:	9781734558531
Publisher:	Cranberry Press, LLC
Publication date:	01/04/2021
Pages:	400
Product dimensions:	6.10(w) x 9.10(h) x 1.40(d)

About the Author

Howard Tiersky is a successful entrepreneur who has been named by IDG as one of the 10 Digital Transformation Influencers to Follow Today and by Enterprise Management 360°as “One of the Top 10 Digital Transformation Influencers That Will Change Your World.” He is the co-author of the bestselling book Impactful Online Meetings and is the founder of two companies that enable large brands to win in the digital world, FROM: The Digital Transformation Agency, and Innovation Loft. FROM helps companies grow revenue across digital channels and has created many award-winning web and mobile products for shopping, banking, travel, and entertainment. Innovation Loft is NYC's most unique corporate workshop space that uses a proprietary methodology to bring teams together to maximize creativity and alignment. Howard's dozens of Fortune 1000 clients have included Verizon, NBC, Nutrisystem, Viacom, Avis, Universal Studios, JPMC, NFL, and even digital leaders like Facebook, Spotify, and Amazon. Prior to starting his own business twelve years ago, Howard spent over fifteen years with Capgemini, one of the world's leading consulting firms, where he was one of the founders of their global digital practice. Howard speaks regularly at major industry conferences, and has served on the faculty of the NYU Interactive Telecommunications Program. He is a frequent contributor to CIO Magazine.

Table of Contents

• 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

Editorial Reviews

Howard and his team have been applying their transformation methods here at Barnes & Noble Education for the last several years with outstanding results. I’ve seen first-hand just how effective the methods outlined in this book can be and would recommend it as a go-to guide for any organization involved in digital offerings.

Michael Huseby

"The relationship we build with our customers, especially online, is more important than the products and services we sell them. Howard will show you how to transform your business from simply meeting a need to developing a true digital relationship with people so that they genuinely care about what you do to help them."

David Meerman Scott

This book holds the secret to transforming your company to thrive in a digital age. A must read for anyone working in digital, marketing, IT or business growth.

Andrew Silverman

Howard Tiersky’s new book - Winning Digital Customers - is a compendium of exceptional knowledge and understanding of the art of Digital. Gleaned through years of driving Digital insight and execution, Howard's prose puts every reader of the book at ease. Pick it up now - you'll be glad you did!

Kevin McAuliffe

"Winning Digital Customers is the rare business book with a demonstrable ROI. Buy one for every member of your team. It will help you grow your business."

Shelly Palmer

A ‘must have' guide to saving your company. For me, as a seasoned CXO who has played a part in many digital transformations, this easy and practical read is now my ‘go to’ guide.

Tony Doye

No matter what industry you are in, you need this book as a guide to your digital transformation.

Bernie Weiss

This book will teach you exactly how to drive your company's digital transformation to victory. It is a treasure chest of techniques coupled with an online archive of lessons and tactics that will help you outmarket and out innovate your competitors

Jeremy Gutsche

Howard Tiersky has been one of my secret weapons. Reading this book and applying its principles will help you achieve real sustainable change that can thrive long after the last consultant leaves the building. “

Michelle McKenna

I've worked with Howard Tiersky for years and have seen his practices in action. They work! If you are in charge of any aspect of digital, this book is your roadmap. Howard and his team have been applying the principles in this book at The Avis-Budget Group for over five years with spectacular results. No matter what industry you are in, I highly recommend using this book as a guide to your digital transformation.

Gerard Insall

This book will drive you through the complexity of digital transformation in a way that every step will look simple. By applying these 5 rules, you could win more than customers’ money, you could win their heart.

Jean-François Ségrestaa

Equal parts theory and action items, Howard's book will give you the frameworks you need to understand digital transformation and the steps you need to take advantage in today's marketplace. The framework hits both short-term optimization you'll need to deliver results immediately, plus the skills, people, and plans to build a long-term sustainable advantage.

Fabio Marciano

This book will drive you through the complexity of digital transformation in a way that every step will look simple. By applying these 5 rules, you could win more than customers’ money, you could win their heart.”

Jean-François Ségrestaa