Lesson 3: Design customer experience from the outside in.Lesson 1: Figure out your business strategy before you invest in anything.The article suggests five different lessons to reduce the technology fixation of which we think these are most pertinent: But if people lack the right mindset to change and the current organizational practices are flawed, DT will simply magnify those flaws". "Because most digital technologies provide possibilities for efficiency gains and customer intimacy. Harvard Business Review concurs, in their article Digital transformation is not about technology they note that: Opportunities for new ways of doing business through new business models also need to be considered to counter digital disruption by new entrants to a marketplace. While selecting the right type of technology to form a martech stack is a key part of transformation strategy, it's best to start with how the customer value proposition and customer experience will be affected and how this meets business objectives for customer acquisition and retention. We believe this is a mistake since technology is only a tool to deliver customer interactions and support processes across different devices. Transformation projects are often rooted in applying digital technology, indeed the Wikipedia entry for digital transformation focuses exclusively on technology. In our experience, the scope of digital transformation projects is often too narrowly focused on technology. Likewise, some e-commerce facilities may be limited to parts or customer service. ![]() The scope of the transformation project may include introducing a transactional e-commerce platform, but this is not relevant for all industries, for example, complex, high-value business-to-business services which are selected by many people in a business may never be sold online. In this article, we focus on improvements to customer marketing communications to support customer acquisition. Source: Digital, Marketing, Strategy, Implementation and Practice, 7th edition, by Dave Chaffey and Fiona Ellis-Chadwick The scope of digital transformation strategy In larger organizations, the scope of transformation may include both and also internal communications and knowledge management related to the company intranet as shown by this visual. In the fall of 2022, he launched a dedicated online portal,, to organize the various digital media he produces related to the major themes of his work.Digital transformation gives opportunities to use technology to drive efficiencies for both sell-side customer interactions and buy-side interactions with suppliers. He’s published a popular blog/newsletter since 2007 and more recently has branched into podcasting and video. In addition to his traditional book and article publications, Cal has also been an enthusiastic supporter of digital media. In 2012, he transitioned into the world of idea writing with his fourth title, So Good They Can’t Ignore You, which challenged the conventional career wisdom to “follow your passion.” This was followed by his Technology and Society trilogy: Deep Work (2016), Digital Minimalism (2019), and A World Without Email (2021), which combined his roles as an academic technologist and popular writer to examine, for a broad audience, the impact of technology on the quest to live and work in meaningful and deep ways. ![]() ![]() In recent years, his magazine work has been focused mainly on The New Yorker, where he became a Contributing Writer in 2021.Ĭal’s early books focused on student advice. ![]() He’s also a frequent contributor to major print publications including the New York Times, WIRED, and Outside. He went on to publish seven books (and counting), which include multiple New York Times bestsellers, have been translated into over 40 languages, and have cumulatively sold over 2,000,000 copies worldwide. Cal signed his first book deal with Random House soon after his 21st birthday, while still an undergraduate at Dartmouth College.
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