Build for Change
Revolutionizing Customer Engagement through Continuous Digital Innovation
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5.0 • 2 Ratings
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- $15.99
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- $15.99
Publisher Description
Customers have radically changed the ways they interact with businesses, and today's organizations need to adapt
Is your company prepared for the Gen D future, or is it heading toward life support? A lot of companies across the globe are going to die over the next few years, not because of macroeconomic stress, but because there is an emerging generation that is radically changing the rules of customer engagement. In Build For Change, Pegasystems CEO Alan Trefler shows exactly what companies can do to turn the coming "customerpocalypse" into one of the biggest business opportunities of the decade. The newest generation of consumers is turning customer relationship management on its head. Build For Change highlights the revolutionary changes to business, marketing, and technology practices that are needed to survive and thrive in these unforgiving times. Readers will learn how businesses are increasingly relying on new forms of customer engagement, and how one customer's experience—whether good or bad—can alter a company's reputation with the click of a mouse. With practical insight from a leader in customer engagement, this book serves as a timely wakeup call to companies that have not yet embraced the digital future.
Traditional marketing is becoming increasingly irrelevant, and businesses must become more customer-centric while taking a completely different approach to adopting and using technology. Build For Change outlines exactly what can—and must—be done to ensure sustainable success in the new digital era:
Relate to the new generation of consumers, and understand their preferences and demands Stop obsessing about mountains of data, and instead apply business-driven continuous improvement to customer processes Learn how to overcome the fatal flaws of current technology fads Rethink organizational roles to drive adaptive and transformative innovation
Consumers have more options than ever before, and ensuring customer loyalty in the modern market means knowing exactly what the customer wants and how to deliver it brilliantly. Build For Change provides actionable guidance for engaging this new connected consumer.
PUBLISHERS WEEKLY
Trefler founder and CEO of software firm Pegasystems, opens this business guide with the undoubtedly true, if unsurprising, observation that plenty of companies are currently doomed "not because of macroeconomic stress but because there is an entire emerging generation of customers who hate doing business with them." With the balance of power between companies and consumers rapidly tilting in favor of the latter, he aims to help business people figure out how to both reach and delight their customers. Trefler splits the new generation of consumers into "Gen C" (those who prize content) and Gen D (those who discover, devour, and demonize or, in less dramatic terms, take to Yelp and Twitter to make their displeasure known.) He also criticizes the current emphasis on constant data acquisition, asking if readers are truly thinking about what this data represents. Trefler goes on to name companies that failed to take customer interest into account, including Circuit City, Borders, and Blackberry, and insist on the importance of cooperation between the business and IT departments. There's not much new here, but there's a sense of urgency and drama in this slim volume, which readers will find either inspiring or exhausting dependent on temperament.
Customer Reviews
Brilliant just brilliant
Staying in business is about being relevant. That is a statement for people and companies. Read this book and remain relevant. Thanks Alan
Build For Change & clarify your world
As a "boomer" and surrounded by Gen x, c, d..., I was pleased to gain insight into their ways of thinking. Alan's viewpoint helps clarify the world we live in!