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Build For Change

Revolutionizing Customer Engagement through Continuous Digital Innovation

By Alan Trefler
10-minute read
Audio available
Build For Change: Revolutionizing Customer Engagement through Continuous Digital Innovation by Alan Trefler

Build for Change (2014) sheds light on the changing relationships between customers and businesses. By explaining the inner workings of customer loyalty and highlighting the importance of new technological developments, these blinks equip businesses with the tools they need to create a powerful and sustainable customer base.

  • Anyone working in a company with direct customer contact
  • Businesspeople or CEOs who work together with IT specialists
  • Anyone interested in the symbiosis between digitization and customer services

Alan Trefler is the founder, CEO and Chairman of Pegasystems. He was chosen as the American Business Awards’ Software CEO of the Year in 2009 and was named Public Company CEO of the Year in 2011 by the Massachusetts Technology Leadership Council.

 

© Alan Trefler: Build for Change copyright 2014, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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Build For Change

Revolutionizing Customer Engagement through Continuous Digital Innovation

By Alan Trefler
  • Read in 10 minutes
  • Audio & text available
  • Contains 6 key ideas
Build For Change: Revolutionizing Customer Engagement through Continuous Digital Innovation by Alan Trefler
Synopsis

Build for Change (2014) sheds light on the changing relationships between customers and businesses. By explaining the inner workings of customer loyalty and highlighting the importance of new technological developments, these blinks equip businesses with the tools they need to create a powerful and sustainable customer base.

Key idea 1 of 6

The coming generation of customers could spell the end for many companies.

Whether you know them as twenty-somethings, Generation Y or Millenials, one thing is certain: young people today are a very different breed from their parents. Marketers have truly struggled to win them over in recent years, which has earned them another, rather appropriate name: Generation Content.

Generation Content, or simply Generation C, are entitled, fickle and notoriously difficult to please. If a company makes a single misstep, they’re liable to lose this generation’s loyalty completely. Nokia learned this the hard way during their desperate campaign against smartphone supergiant Apple.

By bombarding customers with their criticisms of the iPhone (“You can’t replace the battery!”, “It breaks easily!”), Nokia hoped to recapture their old customers. But their plan failed miserably.

Generation C appreciated Apple’s innovation and sleekness, and didn’t appreciate Nokia telling them that they were wrong. So they turned away from Nokia, and the company flopped.

This is one example of many where Generation C proved to be a nightmare for businesses. But the worst is yet to come: Generation D. The next round of young people won’t just turn away from companies they don’t like – they will seek them out and destroy them.

Generation D is all too aware of the power that the internet provides them. If a product displeases them, they can easily rally hundreds, thousands or millions of other users around their cause. So what rubs Generation D the wrong way? Three things above all: poor service, a product not living up to its advertising or products that are disappointing compared to their competitors.

Companies that fail to stay in Generation D’s good books risk going under during the customerpocalypse, which, simply put, is a company’s total annihilation. A customerpocalypse occurs when a company sees their customer base disappear before their eyes. If you’re keen to avoid that with your business, read on to find out how best to deal with Generation D.

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