Build for Change (PDF)

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.