Monday , September 28 2020
You know how to "tweet" but do you know how to listen to your customers on Twitter?

Book Review: The Digital Innovation Playbook: Creating a Transformative Customer Experience by Nicholas J. Webb

Through interviews with many superstars of innovation, Nicholas Webb creates a blueprint for success with your digital media platform. In The Digital Innovation Playbook: Creating a Transformative Customer Experience, innovation is defined as “the process of delivering exceptional value through active listening.”

Case studies of companies that used Digital Innovation to drive success include Kodak, Southwest Airlines, and the US Army. If you combine their digital success strategies with Webb’s wisdom, you can do the same.

One of the innovation superstars covered in The Digital Innovation Playbook is Spigit. They harness the wisdom of crowds to capture the best ideas amid the digital noise. Using a variety of techniques to create social triggers, including analytics, game theory, behavioral economics, and other tools, they help companies identify relevant content, and essentially include the customer in their internal discussions. As Webb says, “Even those who haven’t experienced your particular product can tell you what they like via social media tools such as Facebook, Twitter, or many others. You just have to be there to collect that data.”

Are you underestimating the power of reaching customers via Twitter? Webb’s research shows Twitter gets more than 300,000 new users each day, with over 110 million users and over 600 million searches on Twitter daily.

Throughout the book, case studies will show you what innovators do right. They listen… full time. Knowing how to listen to your customers is vital. The core requirement for your innovation strategy will be to build that commitment. You need full-time, two-way communication. “It’s not frequency and loudness that wins the innovation race; it’s relevance to your innovation platform that matters.”

The Digital Innovation Playbook can help you master the art of authentic conversation and concludes with an innovation game plan and an online training module. Quick Response codes in each chapter give you immediate access to online components, videos, and webinars.

It’s not too late to create a genuine digital culture and become a true digital enterprise.

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