A tale of two case studies

Let's explore two examples and compare a successful high-tech start-up, in this case, Uber, with an old-fashioned traditional company, the Guardian newspaper.

Both of these companies are in very old industries, namely transport and media. Thus, both of these companies will provide us with a unique opportunity to explore how competition with high-tech digital disrupters can be successful.

Case study 1 – Uber

As highlighted earlier in this chapter, CRM design is all about providing a digital experience for your customers. Let's analyze the customer experience with Uber first, in order to see how it leverages the five technologies we explored earlier as ingredients of its digital business.

Uber customers are mainly millennials and mobile users, so by using the mobile app, they are offered a fare before taking the ride, as mentioned earlier. This method creates the first level of trust and comfort for the customer experience. The payment system uses...