The main points that are covered in the text are: digital writing is creating digital documents, such as contracts, sales letters, proposals, etc., with an emphasis on making them more “digital-friendly.” In doing so, these documents eliminate the need for hard copies, and the only tangible item created is the electronic signature of the signor and the recipient. There are three main sections of the book that deal with this subject matter.
The first chapter looks at the history and development of digital technology. The second chapter discusses the current state of the industry and its effects on organisations. The third chapter describes what organisations need to do if they want to remain competitive. In the final chapter, the authors outline some customer experiences with real life examples and provide an assessment of how well the digital capabilities of the organisation have been used to improve its performance.
These chapters provide information on why digital technologies have become a necessity, what the current state of the industry is like, and what organisations need to do to adapt to changes in technology. The analysis also covers what organizations need to do to transform the current customer journey from being “driver-to-consumer” to being “driver-and-consumer of digital technologies”. With the new customer behaviours being analysed, this book looks at how organisations can utilise digital technologies in order to create real customer value.
The focus of the second chapter is “evolving digital technologies for the organisation”. Organizations must determine what their customers will do when they access their service or product using digital technologies. This chapter focuses on identifying what users really want from a product or service, as well as what they are willing to pay for it. It looks at real-time usage and concludes by discussing the current state of digital technologies, how users are interacting with it, and what organisations need to do to get closer to that desired “transformed customer experience”.
The third chapter looks at the current state of the industry, and what organisations need to do if they want to stay competitive. It begins by describing what the industry is looking at, and then goes into detail about four of the most important trends that affect the industry. These include increasing competence and common understanding, increased productivity, greater social interactivity, and the adoption of open source. It concludes by briefly exploring what organisations should look to do if they really want to make better use of digital technology in their organisation. The focus of this final chapter is on four ways in which organisations can leverage new technologies in order to improve their business.
The fourth chapter looks at four more specific technologies and applies them to each of four different organisations. The first of these is mobile apps, which allow users to access information directly from their phone. The second is augmented reality, which gives the user more information through the use of GPS, computer vision, and camera capabilities. The last is mixed reality, which describes a new way to access information through digital devices such as laptops and mobile phones.
Within each chapter, the author briefly describes what a solution, or the solution delivers, and why it’s important for the organisation to consider a particular solution. In addition, there is also a section where you can network with others who are already using digital transformation in their business. This network can provide you with ideas for how you can adopt the same strategy in your organisation. In the end, being digital doesn’t necessarily mean you have to hire someone who specialises in that area, but it does mean that hiring someone will be easier and faster than if you tried to go it alone.