Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation

Is your company prepared for the Gen D future, or is it headingtoward life support? A lot of companies across the globe are goingto die over the next few years, not because of macroeconomicstress, but because there is an emerging generation that isradically changing the rules of customer engagement. In BuildFor Change, Pegasystems CEO Alan Trefler shows exactly whatcompanies can do to turn the coming "customerpocalypse" into one ofthe biggest business opportunities of the decade. The newestgeneration of consumers is turning customer relationship managementon its head. Build For Change highlights the revolutionarychanges to business, marketing, and technology practices that areneeded to survive and thrive in these unforgiving times. Readerswill learn how businesses are increasingly relying on new forms ofcustomer engagement, and how one customer'sexperience—whether good or bad—can alter a company'sreputation with the click of a mouse. With practical insight from aleader in customer engagement, this book serves as a timely wakeupcall to companies that have not yet embraced the digitalfuture.

Traditional marketing is becoming increasingly irrelevant, andbusinesses must become more customer-centric while taking acompletely different approach to adopting and using technology.Build For Change outlines exactly what can—andmust—be done to ensure sustainable success in the new digitalera:

• Relate to the new generation of consumers, and understand theirpreferences and demands
• Stop obsessing about mountains of data, and instead applybusiness-driven continuous improvement to customer processes
• Learn how to overcome the fatal flaws of current technologyfads
• Rethink organizational roles to drive adaptive andtransformative innovation

Consumers have more options than ever before, and ensuringcustomer loyalty in the modern market means knowing exactly whatthe customer wants and how to deliver it brilliantly. Build ForChange provides actionable guidance for engaging this newconnected consumer.