Tesco
Build for Change
Book

Build for Change

Revolutionizing Customer Engagement through Continuous Digital Innovation

Alan Trefler
Wiley, 2014

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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Is your company ready for the coming “customerpocalypse” – the wholesale commercial wipeout of companies by angry customers armed with social media? If not, beware that generation D customers will happily trash your firm if you displease them. Author Alan Trefler says the only way to deal with the threat of this looming disaster is by revolutionizing how you relate to customers. Most companies need to transform their business processes and technology systems radically. Trefler’s “call to action” is clever, including the opening graphic: a tombstone reading, “R.I.P. Blockbuster.” His book is also scary. He discusses the increasing irrelevancy of brands and of customer loyalty – the two holiest grails of business for most marketing professionals. getAbstract recommends Trefler’s predictions and tactics to CEOs, start-ups, customer-service professionals, consultants and entrepreneurs who recognize the need to keep pushing, updating and changing in order to deliver the most satisfying customer experiences possible – before you get tweeted to death on Twitter.

Take-Aways

  • Today, customers control commerce and they’re threatening a “customerpocalypse.”
  • Generation Y, the world’s largest consumer group, has no patience for companies that displease it.
  • A rapidly growing subset of generation Y – called generation D – refuses to let companies control it. These connected, informed consumers insist on having control.

About the Author

Alan Trefler, founder, CEO and chairman of Pegasystems, was the co-champion of the 1975 World Open Chess Championship. The Massachusetts Technology Leadership Council named him 2011’s Public Company CEO of the Year.

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    S. L. 5 years ago
    good change
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    P. G. getAbstract 9 years ago
    A must read for anybody responsible for marketing and market strategy.
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    J. P. 10 years ago
    Great book!