Overview

Businesses worry about new technologies, but customers are the ultimate disruptors. Suman Sarkar offers bold strategies for making sure you understand your customers and keep up with their ever-changing needs. Disruption--the brutal roiling of markets, the decline of long-established brands and products, and the rise of new upstarts--drives business failure and success. Most people think technology causes disruption, but technology merely enables it. Changing customer needs causes disruptions, and too many businesses get caught unaware. Suman Sarkar offers proven strategies that will enable any business to stay radically close to its customers and address their evolving needs. He argues that businesses need to focus on existing customers first--research shows they're likely to spend more and are more profitable than new customers. Personalization is becoming important for the newer generations in both developed and developing markets, so Sarkar describes approaches to make them cost-effective. In our era of instant gratification, customers want what they want now, so Sarkar explains how you can develop and deliver products and services faster than ever. And since a few bad Yelp reviews, social media posts, or angry tweets from customers can ruin you, Sarkar shows how to proactively make sure the quality of your products and services stays better than that of your competitors. The key to survival in this era is to focus on changing customer needs and address them quickly so customers don't switch to the competition. Drawing on his experiences with leading companies worldwide, Sarkar offers five strategies and techniques that will keep you ahead of the curve.

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9781974979868

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SUMAN SARKAR is a partner with Three S Consulting in San Francisco. He has worked with clients in financial services, pharmaceuticals, technology, consumer goods, retail, out-sourcing, and government. Before launching his consulting practice, he was a management consultant at A. T. Kearney and worked at Procter & Gamble. He holds a master's in industrial engineering from the National Institute of Industrial Engineering, Mumbai, India, and an MBA from the University of California, Los Angeles, in strategy and finance. He is the author of The Supply Chain Revolution. Tristan Wright is an experienced actor who has over a decade of professional experience on stage, on screen, and behind the mic. Adept at accents and character voices, he has recorded over two hundred titles in numerous genres, including science fiction, romance, and nonfiction. He currently lives and works in Los Angeles.

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