Build For Change
Alan Trefler
- 25 juli 2014
- 9781118930267
Samenvatting:
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. Alan Trefler 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 dont want to be sold to. They engage only when they sense transparency, authenticity, and trust. Todays loudest fans can become tomorrows 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 companys 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.