Every industry is digitizing, everything is about the ecosystem and owning the platform. Customers are rising up to challenge the status quo of how business is done which has been fundamentally turned on its head: moving from a static, functionally siloed, inside-out business model where the customer was told how to interact (and often suffers the negative consequences of it). This is in sharp contrast to the current dynamic, multi-touch model where the customer is now firmly in charge. This book sets out to show how organisations can embrace the customer, to shape how the organization does business, thereby differentiating their brand and creating a new business model generating far more profitable growth. Future business structures will not be about functions - they will be centered dynamically around the customer with the traditional lines of functions blurring. So a customer-led company will, over time, unpick the siloed functional activities and change the very make up of companies. The role of sales will change, since customer advocates will be far more powerful in a customers buying process. Marketing will change too -mass emails, events and communications will no longer be enough. Customers will demand ever more personalised information and tailored experiences. The book will show businesses how to survive this transition, to change to accommodate customer needs, to remain profitable and to continuing business growth.

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