TAILIEUCHUNG - This article originally appeared in the 2012, issue ofThe journal of high-performance

In a world of growing digital empowerment, consumer-facing businesses have had to become quick studies. Frontline managers see that digital technologies offer the promise not just of more cost-effective ways of doing things but of more meaningful and valuable relationships with customers. Richer communication channels and a wealth of customer data enable a new connectedness, and there’s a powerful impetus to make the connections before a competitor—perhaps an entirely new | accenture consulting I technology I outsourcing This article originally appeared in the 2012 No. 2 issue of Outlook The journal of high-performance business From analog to digital How to transform the business model By John Jackson Oliver Grange and Kevin Millan Most consumer-facing businesses are now using digital tools to get closer to customers. Far fewer are close to completing the challenging but essential journey to a holistic integrated model with shared assets and platforms and an overarching digital approach. outlook In a world of growing digital empowerment consumer-facing businesses have had to become quick studies. Frontline managers see that digital technologies offer the promise not just of more cost-effective ways of doing things but of more meaningful and valuable relationships with customers. Richer communication channels and a wealth of customer data enable a new connectedness and there s a powerful impetus to make the connections before a competitor perhaps an entirely new one does so. Ironically perhaps these initiatives in digital marketing social media and the like are often the work of pioneering units at organizations still largely anchored in the analog age. As it happens these digital efforts are ramping up just as another major trend is peaking. For most of these same companies the focus over the last decade has been on globalizing the business model and its constituent processes and services from finance to HR to supply chain management. Migrating from local to regional to global models they ve reaped big benefits in operational efficiency and scale. Now the stage is set for a major convergence whereby the globalized business model meets a digitized increasingly customer-connected value chain. Instead of treating new digital efforts as isolated projects companies have begun working toward a holistic integrated global digital business model with shared digital assets and platforms and an overarching digital approach that .

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