Alan Trefler on Keeping an Eye on Consumers Published: Jan 24, 2019 Trefler argues that consumers are becoming more empowered and are gaining the upper hand against big businesses that provide essential services for them.In his 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. AMA_Edgewise_1419.mp3