{"product_id":"build-for-change-isbn-9781118930267","title":"Build for Change","description":"\u003cb\u003eCustomers have radically changed the ways they interact with businesses, and today's organizations need to adapt\u003c\/b\u003e  \u003cp\u003eIs 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 \u003ci\u003eBuild For Change\u003c\/i\u003e, 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. \u003ci\u003eBuild For Change\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eTraditional marketing is becoming increasingly irrelevant, and businesses must become more customer-centric while taking a completely different approach to adopting and using technology. \u003ci\u003eBuild For Change\u003c\/i\u003e outlines exactly what can—and must—be done to ensure sustainable success in the new digital era:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eRelate to the new generation of consumers, and understand their preferences and demands\u003c\/li\u003e \u003cli\u003eStop obsessing about mountains of data, and instead apply business-driven continuous improvement to customer processes\u003c\/li\u003e \u003cli\u003eLearn how to overcome the fatal flaws of current technology fads\u003c\/li\u003e \u003cli\u003eRethink organizational roles to drive adaptive and transformative innovation\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eConsumers 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. \u003ci\u003eBuild For Change\u003c\/i\u003e provides actionable guidance for engaging this new connected consumer.\u003c\/p\u003e  Foreword James Champy ix  \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Customerpocalypse 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGreat Expectations 4\u003c\/p\u003e \u003cp\u003eIt Is So Easy to Lose Customers 5\u003c\/p\u003e \u003cp\u003eAn Ominous Future 8\u003c\/p\u003e \u003cp\u003eAre You Provoking Your Customers? 10\u003c\/p\u003e \u003cp\u003eWelcome to the Nightmare 11\u003c\/p\u003e \u003cp\u003e“Don’t Sell to Me!” 14\u003c\/p\u003e \u003cp\u003eAnthropomorphism 19\u003c\/p\u003e \u003cp\u003e“I Want to Be the Discoverer!” 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Death by Data 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBig Data, Bigger Problem 30\u003c\/p\u003e \u003cp\u003eAutopsy of the “Customer Service Movement” 31\u003c\/p\u003e \u003cp\u003eData Is Only Memory 33\u003c\/p\u003e \u003cp\u003eData Suicide 35\u003c\/p\u003e \u003cp\u003eCreepy Data Gathering 38\u003c\/p\u003e \u003cp\u003eGetting beyond Data 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Adding Judgment and Desire 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eData in Context 44\u003c\/p\u003e \u003cp\u003eFrom Black-and-White to Color 46\u003c\/p\u003e \u003cp\u003eAdding Judgment to the Mix 47\u003c\/p\u003e \u003cp\u003eBringing Smart to Big 51\u003c\/p\u003e \u003cp\u003eThe Power of Hypothesis 52\u003c\/p\u003e \u003cp\u003eNext-Best-Action 54\u003c\/p\u003e \u003cp\u003eAdaptive Learning 57\u003c\/p\u003e \u003cp\u003eOrganizing Your Insights 59\u003c\/p\u003e \u003cp\u003eFeedback Loops 62\u003c\/p\u003e \u003cp\u003eIntent Goes Both Ways 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Getting It Done with Customer Processes 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Best Execution for Every\u003c\/p\u003e \u003cp\u003eCustomer Interaction 75\u003c\/p\u003e \u003cp\u003eFirst Impressions 76\u003c\/p\u003e \u003cp\u003eSeamless Customer Processes 79\u003c\/p\u003e \u003cp\u003eGetting beyond Business Process Modeling 81\u003c\/p\u003e \u003cp\u003eCrossing Lines 83\u003c\/p\u003e \u003cp\u003eBuilding for Change 88\u003c\/p\u003e \u003cp\u003eA High-Definition Panorama 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Change How You Think about Technology 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Business–IT Collision 96\u003c\/p\u003e \u003cp\u003eHow Computer Programming Became a Mess 97\u003c\/p\u003e \u003cp\u003eTraditional Development 100\u003c\/p\u003e \u003cp\u003eZombie Systems 104\u003c\/p\u003e \u003cp\u003eManual Systems 105\u003c\/p\u003e \u003cp\u003eRogue Systems 107\u003c\/p\u003e \u003cp\u003eShadow IT 108\u003c\/p\u003e \u003cp\u003eMind the Gap? 109\u003c\/p\u003e \u003cp\u003eThe Desperation Bandwagon 110\u003c\/p\u003e \u003cp\u003eAgile Programming to the Rescue? 112\u003c\/p\u003e \u003cp\u003eReady to Change? 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Liberating Your Organization 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHybrid Vigor for Business and IT 118\u003c\/p\u003e \u003cp\u003eBreak the Grips of Channels and Silos 121\u003c\/p\u003e \u003cp\u003eRealign Executive Leadership 122\u003c\/p\u003e \u003cp\u003eRedesign the Role of Customer Service 124\u003c\/p\u003e \u003cp\u003eRewire the CFO Function 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 You Are Your Software—The Digital Imperative 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCore Principles for Survival 134\u003c\/p\u003e \u003cp\u003eDemocratize How You Do Technology 134\u003c\/p\u003e \u003cp\u003eThink in Layers 136\u003c\/p\u003e \u003cp\u003eUse Analytics to Optimize Continually 141\u003c\/p\u003e \u003cp\u003eFrom Dream to Reality 143\u003c\/p\u003e \u003cp\u003eGrowing Pressure 146\u003c\/p\u003e \u003cp\u003eYour Next Steps 151\u003c\/p\u003e \u003cp\u003eBeyond the Twilight of the Brands 154\u003c\/p\u003e \u003cp\u003eNotes 161\u003c\/p\u003e \u003cp\u003eIndex 167\u003c\/p\u003e \u003cp\u003e\u003ci\u003e“This is not just for B2B marketers but a book that everyone in business should read” \u003c\/i\u003e(B2B Marketing, June 2015)\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eAlan Trefler\u003c\/b\u003e is Founder, CEO, and Chairman of Pegasystems. His awards include being named The American Business Award’s “Software CEO of the Year” for 2009 and “Public Company CEO of the Year” in 2011 by the Massachusetts Technology Leadership Council. Alan’s interest in computers originates from collegiate involvement in tournament chess, where he achieved a Master rating and was co-champion of the 1975 World Open Chess Championship. Alan holds a degree in economics and computer science from Dartmouth College.   \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eBuild for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation\u003c\/i\u003e, Alan Trefler reveals a nascent generation of emboldened customers that are turning the tables on brands and companies that market to them. These customers don’t want to be “sold” to. They engage only when they sense transparency, authenticity, and trust. Today’s loudest fans can become tomorrow’s noisiest detractors. They are active users of online social channels and can influence thousands and even millions of consumers. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eBuild for Change\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eThis kind of customer engagement will be omnipresent and transformational. It is embodied in a new software layer that represents a company’s 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. \u003c\/p\u003e\u003cp\u003eAdopting the \u003ci\u003eBuild for Change\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988863467749,"sku":"NP9781118930267","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118930267.jpg?v=1761781825","url":"https:\/\/k12savings.com\/products\/build-for-change-isbn-9781118930267","provider":"K12savings","version":"1.0","type":"link"}