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

“This is not just for B2B marketers but a book that everyone in business should read” (B2B Marketing, June 2015)

• Foreword James Champy ix Acknowledgments xiiiChapter 1 Customerpocalypse 1Great Expectations 4It Is So Easy to Lose Customers 5An Ominous Future 8Are You Provoking Your Customers? 10Welcome to the Nightmare 11“Don’t Sell to Me!” 14Anthropomorphism 19“I Want to Be the Discoverer!” 22Chapter 2 Death by Data 27Big Data, Bigger Problem 30Autopsy of the “Customer Service Movement” 31Data Is Only Memory 33Data Suicide 35Creepy Data Gathering 38Getting beyond Data 41Chapter 3 Adding Judgment and Desire 43Data in Context 44From Black-and-White to Color 46Adding Judgment to the Mix 47Bringing Smart to Big 51The Power of Hypothesis 52Next-Best-Action 54Adaptive Learning 57Organizing Your Insights 59Feedback Loops 62Intent Goes Both Ways 62Chapter 4 Getting It Done with Customer Processes 71The Best Execution for EveryCustomer Interaction 75First Impressions 76Seamless Customer Processes 79Getting beyond Business Process Modeling 81Crossing Lines 83Building for Change 88A High-Definition Panorama 90Chapter 5 Change How You Think about Technology 93The Business–IT Collision 96How Computer Programming Became a Mess 97Traditional Development 100Zombie Systems 104Manual Systems 105Rogue Systems 107Shadow IT 108Mind the Gap? 109The Desperation Bandwagon 110Agile Programming to the Rescue? 112Ready to Change? 113Chapter 6 Liberating Your Organization 117Hybrid Vigor for Business and IT 118Break the Grips of Channels and Silos 121Realign Executive Leadership 122Redesign the Role of Customer Service 124Rewire the CFO Function 127Chapter 7 You Are Your Software—The Digital Imperative 131Core Principles for Survival 134Democratize How You Do Technology 134Think in Layers 136Use Analytics to Optimize Continually 141From Dream to Reality 143Growing Pressure 146Your Next Steps 151Beyond the Twilight of the Brands 154Notes 161Index 167

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

“This is not just for B2B marketers but a book that everyone in business should read” (B2B Marketing, June 2015)

• Foreword James Champy ix Acknowledgments xiiiChapter 1 Customerpocalypse 1Great Expectations 4It Is So Easy to Lose Customers 5An Ominous Future 8Are You Provoking Your Customers? 10Welcome to the Nightmare 11“Don’t Sell to Me!” 14Anthropomorphism 19“I Want to Be the Discoverer!” 22Chapter 2 Death by Data 27Big Data, Bigger Problem 30Autopsy of the “Customer Service Movement” 31Data Is Only Memory 33Data Suicide 35Creepy Data Gathering 38Getting beyond Data 41Chapter 3 Adding Judgment and Desire 43Data in Context 44From Black-and-White to Color 46Adding Judgment to the Mix 47Bringing Smart to Big 51The Power of Hypothesis 52Next-Best-Action 54Adaptive Learning 57Organizing Your Insights 59Feedback Loops 62Intent Goes Both Ways 62Chapter 4 Getting It Done with Customer Processes 71The Best Execution for EveryCustomer Interaction 75First Impressions 76Seamless Customer Processes 79Getting beyond Business Process Modeling 81Crossing Lines 83Building for Change 88A High-Definition Panorama 90Chapter 5 Change How You Think about Technology 93The Business–IT Collision 96How Computer Programming Became a Mess 97Traditional Development 100Zombie Systems 104Manual Systems 105Rogue Systems 107Shadow IT 108Mind the Gap? 109The Desperation Bandwagon 110Agile Programming to the Rescue? 112Ready to Change? 113Chapter 6 Liberating Your Organization 117Hybrid Vigor for Business and IT 118Break the Grips of Channels and Silos 121Realign Executive Leadership 122Redesign the Role of Customer Service 124Rewire the CFO Function 127Chapter 7 You Are Your Software—The Digital Imperative 131Core Principles for Survival 134Democratize How You Do Technology 134Think in Layers 136Use Analytics to Optimize Continually 141From Dream to Reality 143Growing Pressure 146Your Next Steps 151Beyond the Twilight of the Brands 154Notes 161Index 167

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

“This is not just for B2B marketers but a book that everyone in business should read” (B2B Marketing, June 2015)

• Foreword James Champy ix Acknowledgments xiiiChapter 1 Customerpocalypse 1Great Expectations 4It Is So Easy to Lose Customers 5An Ominous Future 8Are You Provoking Your Customers? 10Welcome to the Nightmare 11“Don’t Sell to Me!” 14Anthropomorphism 19“I Want to Be the Discoverer!” 22Chapter 2 Death by Data 27Big Data, Bigger Problem 30Autopsy of the “Customer Service Movement” 31Data Is Only Memory 33Data Suicide 35Creepy Data Gathering 38Getting beyond Data 41Chapter 3 Adding Judgment and Desire 43Data in Context 44From Black-and-White to Color 46Adding Judgment to the Mix 47Bringing Smart to Big 51The Power of Hypothesis 52Next-Best-Action 54Adaptive Learning 57Organizing Your Insights 59Feedback Loops 62Intent Goes Both Ways 62Chapter 4 Getting It Done with Customer Processes 71The Best Execution for EveryCustomer Interaction 75First Impressions 76Seamless Customer Processes 79Getting beyond Business Process Modeling 81Crossing Lines 83Building for Change 88A High-Definition Panorama 90Chapter 5 Change How You Think about Technology 93The Business–IT Collision 96How Computer Programming Became a Mess 97Traditional Development 100Zombie Systems 104Manual Systems 105Rogue Systems 107Shadow IT 108Mind the Gap? 109The Desperation Bandwagon 110Agile Programming to the Rescue? 112Ready to Change? 113Chapter 6 Liberating Your Organization 117Hybrid Vigor for Business and IT 118Break the Grips of Channels and Silos 121Realign Executive Leadership 122Redesign the Role of Customer Service 124Rewire the CFO Function 127Chapter 7 You Are Your Software—The Digital Imperative 131Core Principles for Survival 134Democratize How You Do Technology 134Think in Layers 136Use Analytics to Optimize Continually 141From Dream to Reality 143Growing Pressure 146Your Next Steps 151Beyond the Twilight of the Brands 154Notes 161Index 167