Build for change: revolutionising customer engagement through continuous digital innovation
Alan Trefler, Wiley 2014
A ‘customerpocalypse’ is coming. This is the early-warning system. The customer is firmly in the driver’s seat and the new generation of digital natives is tipping values upside down; businesses are in greater danger than ever before. The coming generation D follows gen C for Content, aka gen Y; gen D redefines loyalty and refuses to be sold to.
If gen C hates you, gen D may just kill you.
If gen C hates you, gen D may just kill you, says Alan Trefler, Founder, CEO and Chairman of business software company Pegasystems.
Yet this new customer will ‘actively advocate on your behalf in a way that passive brand fans never did’. Although technology is at the heart of the revolution, we need to think human – with authenticity – and renew customer trust endlessly.
Jackey Coyle
