Build for Change. Revolutionizing Customer Engagement through Continuous Digital Innovation

  • ID: 2866191
  • Book
  • 192 Pages
  • John Wiley and Sons Ltd
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A digital organization s survival guide for customer engagement

In Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation Alan Trefler shows what it takes to make the necessary and dramatic changes in how a business thinks about its customers, its people, and its technology, to ensure it can survive beyond the twilight of the brands.

[W]hat is new is the approach to the digitization of the enterprise that this book lays out. . . . It is time to think radically about how technology plays and works in your enterprise.
From the foreword by James Champy, Coauthor of Reengineering the Corporation

Alan Trefler has painted the clearest vision on what the customer experience of the future can be. This book should be required reading for everyone, especially those working on improving global health, looking to redefine customer experience through innovation and the smarter application of technology.
Dr. Mark Boxer, EVP and & Global CIO, Cigna

We all know that the amount of data out there and the dramatic shift in what customers expect have put a huge strain on companies. What Alan does is identify what you have to do with the technology and the processes to not only meet those increased expectations, but also flourish in this changed business world and he does it convincingly. If you have a business and are trying to figure out how to handle 21st century commerce, read this. You ll not only feel better, but you just might know what to do. So, go. Now. Read.
Paul Greenberg, Author of CRM at the Speed of Light

Alan Trefler is the rare high–tech CEO who both foresees the direction of business and builds the systems to enable the agile enterprise. Build for Change will inspire the imagination of everyone hoping to drive digital business innovation.
Michael Maoz, VP and Gartner Distinguished Analyst, Gartner, Inc.

Build for Change does a great job summarizing the issues every business needs to address when it comes to dealing with today s connected and digitally empowered consumer. The lesson is clear: in the digital age consumers rule, not businesses.
Don Peppers, Peppers & Rogers Group

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Foreword James Champy ix

Acknowledgments xiii

Chapter 1 Customerpocalypse 1

Great Expectations 4

It Is So Easy to Lose Customers 5

An Ominous Future 8

Are You Provoking Your Customers? 10

Welcome to the Nightmare 11

Don t Sell to Me! 14

Anthropomorphism 19

I Want to Be the Discoverer! 22

Chapter 2 Death by Data 27

Big Data, Bigger Problem 30

Autopsy of the Customer Service Movement 31

Data Is Only Memory 33

Data Suicide 35

Creepy Data Gathering 38

Getting beyond Data 41

Chapter 3 Adding Judgment and Desire 43

Data in Context 44

From Black–and–White to Color 46

Adding Judgment to the Mix 47

Bringing Smart to Big 51

The Power of Hypothesis 52

Next–Best–Action 54

Adaptive Learning 57

Organizing Your Insights 59

Feedback Loops 62

Intent Goes Both Ways 62

Chapter 4 Getting It Done with Customer Processes 71

The Best Execution for Every

Customer Interaction 75

First Impressions 76

Seamless Customer Processes 79

Getting beyond Business Process Modeling 81

Crossing Lines 83

Building for Change 88

A High–Definition Panorama 90

Chapter 5 Change How You Think about Technology 93

The Business IT Collision 96

How Computer Programming Became a Mess 97

Traditional Development 100

Zombie Systems 104

Manual Systems 105

Rogue Systems 107

Shadow IT 108

Mind the Gap? 109

The Desperation Bandwagon 110

Agile Programming to the Rescue? 112

Ready to Change? 113

Chapter 6 Liberating Your Organization 117

Hybrid Vigor for Business and IT 118

Break the Grips of Channels and Silos 121

Realign Executive Leadership 122

Redesign the Role of Customer Service 124

Rewire the CFO Function 127

Chapter 7 You Are Your Software The Digital Imperative 131

Core Principles for Survival 134

Democratize How You Do Technology 134

Think in Layers 136

Use Analytics to Optimize Continually 141

From Dream to Reality 143

Growing Pressure 146

Your Next Steps 151

Beyond the Twilight of the Brands 154

Notes 161

Index 167

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Alan Trefler
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