Perspectives - TCS Consulting Journal
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Read Frank Diana’s thoughts on the Digital Enterprise Road Map. Frank heads the Digital Enterprise Solutions team at TCS’ Global Consulting Services.
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For the publishing industry, “being digital” is no longer an add-on to the core physical publishing business, a “nice to have” element on the periphery. Publishers will need to reengineer and reinvent their businesses and need new systems to manage the new digital enterprise.
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Most digital
strategies and initiatives take
place around marketing, sales
and service, but research and
development is a perfect example
of the value of extending
digital capabilities into other
strategic areas.
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Digital channels are
transparent. Customers will not
tolerate uncoordinated,
uninformed touches from various
internal departments. To be
truly comprehensive, your
digital strategy must reinforce
your short- and long-term goals,
as well as the mission of each
business unit.
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Customers are
choosing their own tools and
channels to communicate. And
they actually expect you to
listen and respond to them on
the channels they use.
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To execute on a
digital strategy, you need a
digital organization and
culture. HR has explosive
potential to bring digital
capabilities in house and drive
business improvements—far beyond
using LinkedIn for recruiting.
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Social media and
mobile have shifted the balance
of power and influence to the
consumer. Engaging effectively
with the ecosystem to drive ROI
requires a shift.
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Sales can now take
place just as effectively (if
not more so) without the burden
of in-person meetings.
Enterprises today can expand
their customer base while
shrinking travel expenditures.
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