Free Ebook Real Time: Preparing for the Age of the Never Satistied Customer, by Regis McKenna
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Real Time: Preparing for the Age of the Never Satistied Customer, by Regis McKenna
Free Ebook Real Time: Preparing for the Age of the Never Satistied Customer, by Regis McKenna
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From Scientific American
The race is on for real time information in marketing.... Regis McKenna explains how and why we need to open our thinking to take advantage of Real Time information.
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From The New Yorker
Regis McKenna never ceases to challenge the conventional wisdom. The notion of eliminating hierarchy and long-term planning, and creating realtime management that focuses on delivery, results, and customer needs is a key revelation for companies large and small. The use of networked technologies to enable the creation of distributed, connected organizations has tremendous implications for the next generation of competitiveness for industries of all types.
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Product details
Hardcover: 204 pages
Publisher: Harvard Business Review Press; 1st edition (January 15, 1997)
Language: English
ISBN-10: 9780875847948
ISBN-13: 978-0875847948
ASIN: 0875847943
Product Dimensions:
5.8 x 1 x 8.8 inches
Shipping Weight: 14.9 ounces (View shipping rates and policies)
Average Customer Review:
2.9 out of 5 stars
13 customer reviews
Amazon Best Sellers Rank:
#4,243,526 in Books (See Top 100 in Books)
Real Time is a tremendous help in understanding that technology, speed, and customer satisfaction have brought a world where action and reaction are concurrent, and sequential actions outdated. Sequential actions are of the modern, 20th century age. Concurrent actions are of the postmodern, 21st century age.It is a welcome addition to the collection of books that help us think about how our systems have to change in response to technology and speed. As a relatively short book it is a good one to give to people who need a basic understanding of the concepts, but do not need to know all the details.It also adds to the collection of books that help us rethink our approach to customer service in terms of the use of technology and the speed of response. It helps raise the bar on how we provide solutions to our customers, and not just fixes.It presses all organizations to anticipate future leaps in technology and relationships so that they are prepared to respond to new needs expressed by many of their customers. At the same time it forces organizations to think about whether they will run on two tracks or one track. The two tracks would be to run with people who demand real time and with people who do not see or participate in the real time transformation. Many organizations need to be prepared to run on one track and leave behind--for mediocre organizations--those customers who do not get it, understand real time, or go digital.
Unfortunately, Regis McKenna has graduated from the Nicholas Negroponte School of Authors With Only The Obvious To Say.Real Time is the first book he has written since graduating at the top of Nick's class. It's a colossal disappointment for anyone seeking more than a cursory feel for what is happening in this subject.Rather than buy this book, venture on the net and waste three hours surfing without a purpose. You'll learn and experience more than getting between the covers with Mr. McKenna
Lots of questions and issues, few answers. Far too much time spent plugging his Silicon Valley buddies. Far from the worst book written about business on the Internet, but certainly not the best.
Basically, it says that the world is moving fast, everyone is using the Internet, and that fast is more important than quality. Not worth wasting time with this book.
Recent technological advances have made it easier for us to do more in less time. Regis McKenna, chairman of The McKenna Group, asserts that this technology has reset our business clocks to run on real time. Real time isn't just about doing things faster, says McKenna, it's about making decisions and responding to change and customer expectations in the smallest possible amount of time. Businesses cannot remain competitive unless management builds speed into strategic thinking at all levels of the organization. McKenna offers the following tips on managing your company in real time:· Create a Real-Time organizational culture. Make sure employees at all levels of the organization are invested in operating the business in Real-Time.· Offer customers choices, but make it easy for them to choose. Customers must be familiar with the options and the interface must be easy for them to use.· Develop a marketing strategy based on dialogue. Talk with customers instead of at them. Find ways to include input from customers into your products and services.· Give your customers what they want: Service. Use technology to give real time service to your customers. Often customers can use the Internet to service themselves better than you could.· Create an internal network to connect your people. Make it possible for information flow freely and quickly between divisions in your company.· Pay no attention to official productivity statistics. Conventional measures may not be able to capture the kinds of value that information technology has added to industry.· Be prepared to handle anything. Increase your data gathering resources. Use software to synchronize divisions in your organization with one another. Be prepared to learn as you go.
When I read this book, it was as if I had discovered fire. It simply changed my relationship with the world of marketing because it gave method and purpose to many of the tactics that I had been watching develop since the integration of personal computers and networks in corporate operations. Looking back in 2000, over three years since the publication of "Real Time", it's easy to treat this volume of insightful marketing counsel as "nothing new." I can remember reading it intently in 1997, however, scribbling in the margins, highlighting the text, and coming away with dozens of ways to solidify the structural bonds between my company and customers. These bonds are the ones that are the most stable and produce the highest loyalty in a customer base. The fact that Regis outlines a technical infrastructure that has become commonplace only serves to reinforce his reputation as one of the modern oracles of marketing. Between this book and "Relationship Marketing," McKenna has done more to codify the essential mechanics of modern marketing that any other author, in my view.
The author does an excellent job of pointing out the opportunities that today's technology offers companies, retail and business to business, alike. He also makes a strong case for "either you go with the technology or fall by the wayside." Today's buyers will not wait. They have become used to the Amazon.com way of doing business and expect it no matter from whom they are buying. Before saying "yeah, I already know that." read the book and find out what you don't know. He has several eye openers in there.
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