Fisher summer sessions tackle customer, worker sides of ‘new digital economy’

Digital technology is the driving force in our faster and more connected world, transforming how we interact, how we live, and how we work. In the business world, this has led to disrupted industry titans and new power players, putting unprecedented power in the hands of customers and fundamentally changing the jobs we do.

In this “new digital economy,” how do we keep and grow a customer base with shifting brand loyalty and increasingly higher standards? And how do we adapt to the new technological demands in the jobs we have – and hire for?

The Ohio State University Center for Innovation and Entrepreneurship and Center for Operational Excellence are pleased to partner with Fisher College of Business’ National Center for the Middle Market and Risk Institute to offer a pair of morning summer sessions focused on the new digital economy. The first session, in June, looks all the way downstream at the new imperative of the customer experience, while the second, in August, presents recent research that examines the “digitalization” of the American workforce.

Part 1: The Customer – Wednesday, June 27

Headlining this morning learning and networking session are Tom Stewart (pictured, immediate right) and Patricia O’Connell (pictured, far right), co-authors of the book Woo, Wow, and Win: Service Strategy and the Art of Customer Delight. Stewart, executive director of the National Center for the Middle Market, and O’Connell contend that most B2B and B2C companies aren’t designed from the ground up for the customer experience, a critical capability growing even more so in today’s digital age. They introduce the concept of Service Design, offering practice strategies to deliver on your promise to customers.

Following the Woo, Wow, and Win keynote, IBM iX Director of Brand Strategy David Shaw takes the stage to give an inside look at how technology is creating new challenges for established brands and their relationships with customers.

Part 2: The Employee – Wednesday, Aug. 8

Mark Muro

The summer sessions continue with this look at technological transformation and its implications inside the workplace, headlined by a featured keynote from Mark Muro, senior fellow and policy director of the Metropolitan Policy Program at the Brookings Institution. Muro is the lead author on a fascinating and wide-ranging report published last fall, Digitalization and the American Workforce, that found the share of jobs requiring a low digital skill level has plunged since 2002 from 56 percent to 30 percent, while those requiring a high level of digital skill vaulted from a mere 5 percent in 2002 to 23 percent last year.

More details on the August session will be released next month, while registration for the June 27 session is set to launch Wednesday, May 23. These events are open to members of all four centers and the general public.

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