The New Normal
Peter Hinssen’s second book, The New Normal (2010), describes the idea of the New Normal, a concept that states we are now halfway the digital revolution. And although we have already gone through a lot of changes, what lies ahead of us is will be even more challenging. The past 25 years were about technology getting into the hands of consumers. The next 25 years will see consumers, young and old, making technology part of everyday life. Digital has become the New Normal, and this will have an enormous impact on the way companies organize their communications with customers and the way they have to be organized internally.
In The New Normal Peter presents how companies may address a society without digital limits. Quite poignantly, Peter points out that organizations are increasingly faced with customers and consumers who no longer tolerate limitations in terms of pricing, timing, patience, depth, privacy, convenience, intelligence. A number of new rules will apply in the New Normal. Consumers will have zero tolerance for digital failure. They will expect to get internet access anytime, anyplace. Internet and connectivity will be just as ubiquitous as electricity. Consumers will demand fulfillment of their information needs instantaneously. The effect on companies will be tremendous. They were just getting used to coping with an 24 hour economy, and now they will have to cope with the ‘experience economy’: customers will demand interaction with providers of services and products on their conditions. They will expect the digital user experience to be easy and interesting. Every interaction with a customer must be viewed as a ‘make or break’ moment for the relationship with the customer. IT departments too will have to adopt a new way of working. They will have to react more flexible to the demands of the business side of the company. IT-departments were used to build big systems, now they will have to create small, flexible structures that can be adapted quickly. They no longer have to build pyramids, they must put up tents instead. In The New Normal, Peter Hinssen looks at the way companies have to adapt their information strategy, their technology strategy, their innovation strategy and the way they are organized internally. This book is an interesting read for any manager who is concerned with the future of his company as it is hit by the digital revolution.