Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience - Hardcover

Wright, Travis; Snook, Chris J.

Hardcover

ISBN 10: 1119291704 ISBN 13: 9781119291701

Publisher: Wiley, 2016

Synopsis

Compete in the digital world with pragmatic strategies for success

Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line.

The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation.

• Optimize competitive advantage and customer experience
• Map strategy back to business objectives
• Engage customers with a pragmatic, proven marketing system
• Reorganize sales and marketing to fill talent and knowledge gaps

Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

About this title

From the Back Cover

PRAISE FOR DIGITAL SENSE

"This book is a requirement for leaders who, like me, believe that building companies that put their people and their customers in the center of every decision and strategy is the only way to go."
—PETER SHANKMAN, author of Nice Companies Finish First, and founder of Help a Reporter Out (HARO) and the Shankminds Entrepreneurial Community

"This book equips managers and professional communicators with new tools to increase customer satisfaction and, even, employee happiness. This book keeps you from being a digital @#%hole and making mistakes that can cause deep pain for those who watch over a company's reputation."
—ROBERT SCOBLE, technical evangelist, futurist, and author at Scobleizer

"Organizations that fail to treat the customer as the number one asset in a digital world will face extinction and this book and practical solutions will help leaders implement and build a customer-centric marketing plan that is both innovative and reliable."
—JEANNE BLISS, author of Chief Customer Officer 2.0, and cofounder of Customer Experience Professionals Association

"The next 20 years will see more change than the previous 300 and this book will help organizations build an agile strategy that gives them a sustainable model for navigating these shifts with a human-centric culture and customer experience."
—GERD LEONHARD, futurist and author of Technology vs. Humanity

"Digital Sense is common sense for the digital world—but for most organizations, it's not common yet. Travis and Chris do a terrific job of explaining how to successfully adapt your business to this new environment with a thoroughly engaging narrative. Two thumbs up!"
—SCOTT BRINKER, CTO, author, and chair of the MarTech Conference

"These days, your competitive advantage will come from your ability to focus your entire company on creating the ultimate customer experience. Travis and Chris will show you how. Written with energy, humor, and an in-your-face style that will keep you engaged page after page, Digital Sense is a must-read."
—STEVE FARBER, author of The Radical Leap, The Radical Edge, and Greater Than Yourself

"When you focus on the future, you're doing something right. The authors' blueprint is an easy-to-follow playbook for any size business to use as a template for success in this digital-driven world. The strategies in the book pinpoint practices that are sure to become industry standards."
—MARSHA COLLIER, author of The Ultimate Online Customer Service Guide and many other bestselling books

"In order to truly succeed as a human organization you must create organization-wide digital sense and this book gives you a playbook and the inspiration to lead that transformation."
—BRYAN KRAMER, bestselling author, keynote and TED speaker, and CEO

"If you think I'm going to give a positive, biased review of this book solely because I host a podcast with Travis, you'd be wrong. In fact, working closely with him over the years makes me more critical of his work. So let me say this: Digital Sense is not chock-full of generic, vanilla advice. This book is stuffed to the rafters with everything you need—strategically and tactically— to succeed in today's digital-marketing minefield, illustrated throughout with inspirational and practical case studies."
—STEWART ROGERS, journalist, analyst, and speaker at VentureBeat and VB Insight

From the Inside Flap

The pace at which innovation happens is getting faster it's moving in exponential ways as opposed to a linear progression. For senior leadership, that translates into a major velocity of disruption happening unexpectedly... all the time. Even broadly connected global leaders with privileged access can be blindsided and see their companies lose majority market share or become obsolete with the rise of a new technology and business model. Digital Sense lays out two inclusive frameworks for getting your organization in shape, from the technology stack on up, to combine marketing technologies and social business strategy to continuously deliver a personalized experience to ever-changing customers.

Even if you have data to prove your customers are satisfied, it doesn't mean they're happy and insusceptible to dropping your brand for the latest new one. These highly accessible and powerful frameworks walk you through crafting a workplace culture customized to align your customers' specific needs to your business goals. It reaches every employee and makes them more digitally savvy, which results in a raised level of synergy and optimized communication throughout the organization.

Once the digital ball is rolling, a reliable customer experience is achieved across all channels, and innovation becomes a part of everyday operations. Hard to believe? See for yourself in eye-opening case studies, up-to-date data and statistics, and cutting-edge assessments on the latest research. This hands-on authorial team keeps everything relevant to the real world that all businesses operate in, regardless of industry. These venture catalysts focus on the practical ways organizations stay nimble, including the tricks and hacks they personally use and the red flags even the pros often miss. By looking digitally through the lens of this book, you can:

• Turn data-driven insights into fresh solutions for deepening customer relationships and ultimately providing remarkable customer experiences on a regular basis
• Enhance your commonsense understanding of customer service to a refined digital-sense expertise for customer experience
• Use a "learn, plan, do" approach to reaching customers while at the same time allowing for "discover, design, deploy" innovation to improve everyday operations

Make your move now to where the marketplace will be tomorrow with Digital Sense.

Edition details

• Publisher: Wiley
• Publication date: 2016
• ISBN 10: 1119291704
• ISBN 13: 9781119291701
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 304