A comprehensive and practical business guide on how to serve customers better, leaner, and smarter. Achieved through astute customer insight, digital optimisation and organisational transformation. You may have a brilliant product, excellent services and competitive pricing, but that only gets you a seat at the table. If you really want to stay ahead of the game and be in command of a modern, always-connected world, you need a winning digital customer excellence strategy. Throughout the book it has the customer at the heart of everything that drives the business and provides the ‘why’, ‘what’ and ‘how’ in an accessible, informative and practical manner. Allowing you to distinguish yourself from others and improve customer growth at lower costs of operation. In a turbulent and disruptive world, you may be “in demand” - now more than ever you need to be “in command”.