Page 9 - CSA Speaker Bulletin September 2018 | CSA Celebrity Speakers
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Analog Customers and demand Digital
Organization
Pushes products into the market Pulls ideas from the market
Driven by purchasing and supply Driven by customer demand
Strong hierarchy Flat hierarchy
Slow decision making Rapid decision making
Process and task orientation Result and product orientation
Empowered employees (“find a
Defined tasks (“do this job”) way to achieve a goal”)
Understands needs of digital
Understands needs of longstanding Attitudes and ways of working customers and how to adopt
customers and how to fulfill them new trends
Orientation toward innovation,
Orientation toward status quo, past improvement, and overcoming
lessons, and accepting constraints constraints
Potential, vision, curiosity,
Experience and stability count motivation, flexibility, and
adaptability count
Homogenous teams, working within Mixed teams working in
departmental silos cross-functional and integrated
Career progression within defined communities
paths Strong collaboration and
Focus on planning and optimization rapid, unpredictable career
progression
Focus on rapid launch and
learn
Very often people argue that it should rain down upon you, the more you Fons Trompenaars is known
not be either/or when dealing with need to talk to someone about these. all over the world for his
a dilemma but and/and. We argue Merrill Lynch, for example, is using the work as a consultant, trainer,
that and/and might still negate the Internet to give better personal service motivational speaker and
synergetic interaction between the two. (using high technology) to its high touch author of many books on
So you might still have analog AND customers, but also use the Internet to the subject of culture and
digital that are presented separately. identify those high tech customers for business. He has spent
With through/through you ask yourself whom it makes good business sense to over 25 years helping
the question: how can I THROUGH offer high touch. Fortune 500 leaders and
the use of digital improve our analog professionals manage and
offering. I raise the approaches shown It is quite interesting to note that where solve their business and
above that distinguish the analog and the high-touch and Bricks organizations cultural dilemmas to increase
the digital world. are trying to integrate the digital global effectiveness and
high-tech through clicks, there is a performance, particularly in
Going for the clicks that countervailing development where the areas of globalization,
stick we see that Amazon is going to build mergers and acquisition, HR
shops. Bookstore owners often think of and leadership development.
We need High Tech but we also need Amazon.com as the enemy. Now it’s
High Touch. The more those numbers becoming one of them.
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