EXCERPT: 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.
Is 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. Readers will learn how businesses rely increasingly on customer engagement even as the customers themselves are less willing to engage in traditional ways, and how one customer’s experience – whether good or bad – can alter a company’s reputation with the click of a mouse.
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