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Title: Build for Change
Subtitle: Revolutionizing Customer Engagement through Continuous Digital Innovation
Author: Alan Trefler
Narrator: Don Sobczak
Format: Unabridged
Length: 5 hrs and 58 mins
Language: English
Release date: 01-26-15
Publisher: Audible Studios
Ratings: 5 of 5 out of 7 votes
Genres: Business, Management
Publisher's Summary:
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. Listeners 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:
Members Reviews:
The customer is changing
This book lays the framework of how the customer is changing to be in the position of power. Businesses must respond with agility and intelligence, transforming themselves into an adaptive entity that can correctly understand and meet the chanfing expectations of the customer. The book is well considered and thoughtfully presented.
How and why a focus on high tech and high touch will actively engage customers and fully respond to their expectations
The title of my review correctly indicates Alan Tefler's purposes in this book: to provide the information, insights, and counsel that leaders of organizations need to "revolutionize customer engagement through continuous digital innovation." It should be added that most of the material (if not all of it) is relevant to the needs, interests, resources, and strategic objectives of almost any organization, whatever its size and nature may be.
For decades, parents and other adults have told children to "mind their Ps and Qs." In this book, Trefler tells his readers to "mind their Cs and Ds." That is, cultivate consumers who comprise the C and D generations. The "C" refers to CONTENT. "Despite its relative youth, this group influences every aspect of our lives and wreaks havoc on many businesses. Gen C accounts for about 75 million people in the United States alone. Still growing in size by leaps and bounds, largely now from the emergence of new economies in much of the less-developed world and changing economies in places such as Russia, China, and India, Gen C is fast becoming the largest group of consumers in the world."
With regard to "D," it refers to DISCOVER, DEVOUR, and DEMONIZE. "Gen D does not want to be sold to. Being sold to is like being controlled.
