Alan Trefler on Keeping an Eye on Consumers

In his new book, Build for Change: Revolutionary Customer Engagement through Continuous Digital Innovation, Alan Trefler discusses the divergence that is becoming more and more visible between successful leading companies and the not so successful companies. Trefler argues that consumers are becoming more empowered and are gaining the upper hand against big businesses that provide essential services for them. Trefler says that it is now up to companies to start determining the intent of the customer, and what keeps them coming back for more. To do this, companies must leave behind traditional management approaches and adopt a new system which looks at customers holistically.

Alan Trefler is the founder, CEO, and chairman of Pegasystems. He attended Darthmouth College where he majored in Economics and Computer Science. In 2009 he was named American Business awards Software CEO of the Year and in 2011 the Massachusetts technology leadership council named him Public Company CEO of the year.

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