From the Inside Flap
“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.”
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.
From the Back Cover
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