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Build For Change - Revolutionizing Customer Engagement Through Continuous Digital Innovation (Cód: 9396603)

Trefler, Alan

John Wiley & Sons

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Build For Change - Revolutionizing Customer Engagement Through Continuous Digital Innovation


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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. '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 entire emerging generation of customers who hate doing business with them. These companies are going to die from some form of customer stress... a customerpocalypse.' --Alan Trefler In Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation, Alan Trefler reveals a nascent generation of emboldened customers that are turning the tables on brands and companies that market to them. These customers don't want to be 'sold' to. They engage only when they sense transparency, authenticity, and trust. Today's loudest fans can become tomorrow's noisiest detractors. They are active users of online social channels and can influence thousands and even millions of consumers. Build for Change offers a warning to companies that are failing to see the coming customerpocalypse, and practical advice and examples to those that are grappling with how to survive in a radically new customer engagement paradigm. It concludes that given the viral speed with which customer behaviors are changing, organizations need ways to predict customer desires, adapt in the moment to new changes, and be so reciprocal and contextually aware that both customers and staff will trust them, respect them, and want to engage with them. This kind of customer engagement will be omnipresent and transformational. It is embodied in a new software layer that represents a company's DNA. It will be more important than physical offices and retail stores. It will actually empower customers to engage, while directing how they are served, informed, and rewarded. And because it is DNA, it cannot be outsourced or found on some shelf. Adopting the Build for Change approach to surviving the future means revolutionizing the customer experience and re-thinking technology, all with businesspeople at the forefront. It is the true promise of digital innovation and a call to action. A digital organization's survival guide for customer engagement In Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation Alan Trefler shows what it takes to make the necessary and dramatic changes in how a business thinks about its customers, its people, and its technology, to ensure it can survive beyond the twilight of the brands. '[W]hat is new is the approach to the digitization of the enterprise that this book lays out. . . . It is time to think radically about how technology plays and works in your enterprise.' --From the foreword by James Champy, Coauthor of Reengineering the Corporation 'Alan Trefler has painted the clearest vision on what the customer experience of the future can be. This book should be required reading for everyone, especially those working on improving global health, looking to redefine customer experience through innovation and the smarter application of technology.' --Dr. Mark Boxer, EVP and & Global CIO, Cigna 'We all know that the amount of data out there and the dramatic shift in what customers expect have put a huge strain on companies. What Alan does is identify what you have to do with the technology and the processes to not only meet those increased expectations, but also flourish in this changed business world--and he does it convincingly. If you have a business and are trying to figure out how to handle 21st century commerce, read this. You'll not only feel better, but you just might know what to do. So, go. Now. Read.' --Paul Greenberg, Author of CRM at the Speed of Light 'Alan Trefler is the rare high-tech CEO who both foresees the direction of business and builds the systems to enable the agile enterprise. Build for Change will inspire the imagination of everyone hoping to drive digital business innovation.' --Michael Maoz, VP and Gartner Distinguished Analyst, Gartner, Inc. 'Build for Change does a great job summarizing the issues every business needs to address when it comes to dealing with today's connected and digitally empowered consumer. The lesson is clear: in the digital age consumers rule, not businesses.' --Don Peppers, Peppers & Rogers Group


Peso 0.37 Kg
Produto sob encomenda Sim
Marca John Wiley & Sons
I.S.B.N. 9781118930267
Referência 027552775
Altura 23.37 cm
Largura 16.08 cm
Profundidade 1.96 cm
Idioma Inglês
Acabamento Capa dura
Cód. Barras 9781118930267
Ano da edição 2014
AutorTrefler, Alan