Build for Change E-Book

Alan Trefler

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Veröffentlichungsjahr: 2014

Beschreibung

Customers have radically changed the ways they interact with businesses, and today's organizations need to adapt

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. In Build For Change, 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. Build For Change 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.

Traditional marketing is becoming increasingly irrelevant, and businesses must become more customer-centric while taking a completely different approach to adopting and using technology. Build For Change outlines exactly what can—and must—be done to ensure sustainable success in the new digital era:

• Relate to the new generation of consumers, and understand their preferences and demands
• Stop obsessing about mountains of data, and instead apply business-driven continuous improvement to customer processes
• Learn how to overcome the fatal flaws of current technology fads
• Rethink organizational roles to drive adaptive and transformative innovation

Consumers 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. Build For Change provides actionable guidance for engaging this new connected consumer.

Leseprobe

Contents

Foreword James Champy

Acknowledgments

Chapter 1: Customerpocalypse

Great Expectations

It Is So Easy to Lose Customers

An Ominous Future

Are You Provoking Your Customers?

Welcome to the Nightmare

“Don’t Sell to Me!”

Anthropomorphism

“I Want to Be the Discoverer!”

Notes

Chapter 2: Death by Data

Big Data, Bigger Problem

Autopsy of the “Customer Service Movement”

Data Is Only Memory

Data Suicide

Creepy Data Gathering

Getting beyond Data

Notes

Chapter 3: Adding Judgment and Desire

Data in Context

From Black-and-White to Color

Adding Judgment to the Mix

Bringing Smart to Big

The Power of Hypothesis

Next-Best-Action

Adaptive Learning

Organizing Your Insights

Feedback Loops

Intent Goes Both Ways

Notes

Chapter 4: Getting It Done with Customer Processes

The Best Execution for Every Customer Interaction

First Impressions

Seamless Customer Processes

Getting beyond Business Process Modeling

Crossing Lines

Building for Change

A High-Definition Panorama

Notes

Chapter 5: Change How You Think about Technology

The Business–IT Collision

How Computer Programming Became a Mess

Traditional Development

Zombie Systems

Manual Systems

Rogue Systems

Shadow IT

Mind the Gap?

The Desperation Bandwagon

Agile Programming to the Rescue?

Ready to Change?

Notes

Chapter 6: Liberating Your Organization

Hybrid Vigor for Business and IT

Break the Grips of Channels and Silos

Realign Executive Leadership

Redesign the Role of Customer Service

Rewire the CFO Function

Notes

Chapter 7: You Are Your Software—The Digital Imperative

Core Principles for Survival

Democratize How You Do Technology

Think in Layers

Use Analytics to Optimize Continually

From Dream to Reality

Growing Pressure

Your Next Steps

Beyond the Twilight of the Brands

Notes

Index

End User License Agreement

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Guide

Cover

Table of Contents

Begin Reading

BUILD FOR CHANGE

REVOLUTIONZING CUSTOMER ENGAGEMENT THROUGH CONTINUOUS DIGITAL INNOVATION

ALAN TREFLER

Cover image and design: Wiley

Copyright © 2014 by Pegasystems, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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ISBN: 978-1-118-93026-7 (cloth)

ISBN: 978-1-118-93028-1 (ebk)

ISBN: 978-1-118-893029-8 (ebk)

Foreword

So much has changed in the business world, particularly in the past 20 years. Two changes are particularly relevant to this book. First, thanks to the ubiquity of technology and the reach of the Internet, the power of customers has reached dramatic levels. You will see many examples of this phenomenon in the pages ahead. Second, companies can now fully digitize their processes to the point where the enterprise can and must undergo a full digital transformation. It is the only way the enterprise will accomplish the seamless operations so vital to success. But as this happens, the enterprise must focus on how, through both high tech and high touch, it engages customers and responds to their expectations.

This book lays out the path to accomplishing that result.

There will be several challenges along the way. Past approaches to systems development have left companies frozen in technology, unable to respond to both opportunities and the demands of customers. Companies cannot solve this problem by simply buying apps or software as a service. Technology and process must be more tightly integrated in the work of digitization. That integration will require that the divide between the information technology (IT) and business communities goes away. As this happens, the organization itself will undergo change.

That change will include how people think of their own work: how work is performed and customers are engaged; the pace of work and the rate at which operational change can be accomplished; the ability to see how radically the performance of an enterprise can improve with the right approach to technology and process, as business and IT people come together to drive change.

Changes in thinking and behavior will not be restricted just to the workers. No great change is achieved unless an enterprise’s leaders and managers change how they think and behave. What has been the key to past success may not be the key to success in the future. That is especially true with respect to the role of information technology and how it is managed.

Twenty years ago, Michael Hammer and I published Reengineering the Corporation. We described “the three Cs”—customers, competition, and change—as the forces driving companies into frighteningly unfamiliar territory. New entrants to markets were intensifying competition by changing the rules of business, while the pace of business change itself was accelerating. Meanwhile, customers were gaining the upper hand in their relationships with sellers, with access to more information and more choice, and were becoming increasingly sophisticated and demanding.

In some respects, what we wrote was seen as predictive. All this was happening while companies were stuck in their bureaucratic structures and fragmented work. Meanwhile, customers in particular were beginning to drive the need for change. We wrote that business customers and individual consumers “know what they want, what they want to pay for it, and how to get it on the terms they demand.” We warned that “customers such as these don’t need to deal with companies that don’t understand and appreciate this startling change in the customer-seller relationship.” Customers will just go elsewhere.

Today, customers are doing just that.

We argued for radical change in the nature of work, with a focus on the redesign of business processes. Today, the phenomena we described are plain to see, and drive the urgency of what you will read in this book.

The cry for leaders and managers to wake up to the changing business landscape and the importance and power of technology is not new. I have made the plea and have heard it for years. But what is new is the approach to the digitization of the enterprise that this book lays out. Time is of the essence. While customers have been gaining power, the pace of business change is also accelerating. It is time to think radically about how technology plays and works in your enterprise.

—James Champy

Coauthor of Reengineering the Corporation;Author of X-Engineering the Corporation:Reinventing Your Business in the Digital Age

Acknowledgments

This book is the product of decades of engagement with many of the world’s most sophisticated organizations. I would like to thank the clients who have shared their views on the imminent threats, as well as their managerial and technological responses. Their journeys are the real story of this book, and it has been a privilege to see firsthand how insight and innovation can lead to differentiated success.

Capturing and refining these ideas has been a journey in itself. Let me thank the team of Brian Callahan, Scott Cooper, and Russell Keziere for invaluable assistance in getting to this point.

Thanks also to the Central Square Theater (www.centralsquaretheater.org) for organizing the focus group quoted in this book. This included cast members, aged 14 to 22, of Six Years Online by Betsy Bard, a play that explores how social media shapes day-to-day communication.

The work behind this book continues—both with clients and in the creation of technology that empowers new approaches to customer engagement. Comments are welcomed at [email protected].

Cambridge, Massachusetts