xx, 244 pages : 24 cm

"What is so different about today's digital business technologies? Why is 'digitisation' so important? Why is the Internet making such tremendous impact? What should my organisation do? What should I do?" "How to win customers in the digital world presents a template for seizing the opportunities of the new digital business technologies. It speaks about what the technology can do for you, as a user, senior manager, strategist, marketeer or sales director." "The authors - both experienced professionals in the fields of telecommunications and management education - take you on a discovery tour of the new management concepts to create the winning organisation in the digital world of tomorrow."--Jacket

"Making every activity-customer activity-through complete communication."

Includes bibliographical references (pages 233-235) and index

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? -- 2.3. Total Action elements -- 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 -- 3.4. Moving out of Fatal Inaction -- 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 -- 4.3. The American Airlines case -- 4.4. Banking on information: the First Direct case -- 4.5. Total Action policing -- 4.6. Trying to connect to you -- 4.7. The postman never rings twice -- 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?

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? -- 2.3. Total Action elements -- 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 -- 3.4. Moving out of Fatal Inaction -- 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 -- 4.3. The American Airlines case -- 4.4. Banking on information: the First Direct case -- 4.5. Total Action policing -- 4.6. Trying to connect to you -- 4.7. The postman never rings twice -- 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?