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PART III: New Strategies for Tech-Empowered Marketing
CHAPTER 5: The Digital-Ready Organization
Case Study: COVID-19 as the Digitalization Accelerator
Digital Readiness Assessment
How Ready Are You to Go Digital?
Strategies to Migrate Customers to Digital Channels
Strategies to Build Digital Capabilities
Strategies to Strengthen Digital Leadership
Summary: One Size Doesn't Fit All
CHAPTER 6: The Next Tech
Next Tech Made Possible
Reimagining Business with the Next Tech
Summary: It's Time for Human-Like Technologies to
Take Off
CHAPTER 7: The New CX
Revisiting Customer Experience in the Digital World
Keeping Track of Touchpoints: The 5A's
Human and Machine in the New CX
Leveraging the Next Tech for the New CX: A Checklist
Summary: Machines Are Cool, But Humans Are Warm