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Full Description
Achieve brand success with smarter change management and seamless transformation Seamless is a guide for transforming your brand and heroically taking your business into the future. Customers are sick and tired of the inconvenience, friction, arrogance and grating seams they experience on their customer journeys caused by brands undergoing awkward and haphazard change. This book shows you how to remove the external and internal seams for a smooth transition between marketing channels, to provide a transformative customer journey. Anders Sörman-Nilsson, futurist and author of Digilogue (Wiley 2013), reveals the key factors to designing a cohesive and agile brand that is fit for the future. This book looks at on-the-ground implementation of Digilogue ideas, giving you a first-hand account of how emerging technology has evolved and disrupted the business landscape since 2013. You'll learn the trials and tribulations of omnichannel marketing, change leadership, start up thinking versus a heritage (and family) business legacy and why there has never been a better time to implement seamless technologies in your business.
The future doesn't unfold neatly — in fact, it's often a disruptive slap in the face. Seamless is the key to a successful business future, and this book shows you how to make seamlessness work for your company, starting today.
Design away the friction with transformative customer experiences
Weave disparate channels and parts of a brand together into a seamless whole
Take an integrative, rather than additive, approach to communications
Achieve the highest level of customer intimacy, the key to customer loyalty
Drive seamless change inside your organisation by designing journeys of constant adaptation
Communication channels continue to proliferate, and simply adding every new flash in the pan is a sure path to ruin. You need to bring together every part of your brand into a cohesive whole, one with deliberate, strategic structure and wholeheartedly gather all your stakeholders around it. Seamless shows you how to remove the scar tissue, reveal your brand's fresh edge and meet the future curious, agile and open-minded.
Contents
About the author xv
Acknowledgements xvii
Prologue xix
Introduction xxi
1: Status quo 3
2: Call to adventure 31
3: Refusal of the call 47
4: Meeting with the mentor 73
5: Crossing the threshold 89
6: Tests, allies and enemies 115
7: Approaching the inmost cave 133
8: Ordeal 145
9: Reward (seizing the sword) 155
10: Road back 177
11: Resurrection 197
12: Return with the elixir 211
Epilogue 229
Appendix 1: A letter from Birgitta 235
Appendix 2: A letter from Lars-Olof 239
Index 243
