Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation

A digital organizations 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 worldand he does it convincingly. If you have a business and are trying to figure out how to handle 21st century commerce, read this. Youll 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 todays connected and digitally empowered consumer. The lesson is clear: in the digital age consumers rule, not businesses. Don Peppers, Peppers Rogers Group

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

Alan Trefler is Founder, CEO, and Chairman of Pegasystems. His awards include being named The American Business Awards Software CEO of the Year for 2009 and Public Company CEO of the Year in 2011 by the Massachusetts Technology Leadership Council. Alans 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.