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Full 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.
Contents
Foreword James Champy ix Acknowledgments xiii
Chapter 1 Customerpocalypse 1
Great Expectations 4
It Is So Easy to Lose Customers 5
An Ominous Future 8
Are You Provoking Your Customers? 10
Welcome to the Nightmare 11
"Don't Sell to Me!" 14
Anthropomorphism 19
"I Want to Be the Discoverer!" 22
Chapter 2 Death by Data 27
Big Data, Bigger Problem 30
Autopsy of the "Customer Service Movement" 31
Data Is Only Memory 33
Data Suicide 35
Creepy Data Gathering 38
Getting beyond Data 41
Chapter 3 Adding Judgment and Desire 43
Data in Context 44
From Black-and-White to Color 46
Adding Judgment to the Mix 47
Bringing Smart to Big 51
The Power of Hypothesis 52
Next-Best-Action 54
Adaptive Learning 57
Organizing Your Insights 59
Feedback Loops 62
Intent Goes Both Ways 62
Chapter 4 Getting It Done with Customer Processes 71
The Best Execution for Every
Customer Interaction 75
First Impressions 76
Seamless Customer Processes 79
Getting beyond Business Process Modeling 81
Crossing Lines 83
Building for Change 88
A High-Definition Panorama 90
Chapter 5 Change How You Think about Technology 93
The Business-IT Collision 96
How Computer Programming Became a Mess 97
Traditional Development 100
Zombie Systems 104
Manual Systems 105
Rogue Systems 107
Shadow IT 108
Mind the Gap? 109
The Desperation Bandwagon 110
Agile Programming to the Rescue? 112
Ready to Change? 113
Chapter 6 Liberating Your Organization 117
Hybrid Vigor for Business and IT 118
Break the Grips of Channels and Silos 121
Realign Executive Leadership 122
Redesign the Role of Customer Service 124
Rewire the CFO Function 127
Chapter 7 You Are Your Software—The Digital Imperative 131
Core Principles for Survival 134
Democratize How You Do Technology 134
Think in Layers 136
Use Analytics to Optimize Continually 141
From Dream to Reality 143
Growing Pressure 146
Your Next Steps 151
Beyond the Twilight of the Brands 154
Notes 161
Index 167
