Companies that are unprepared to meet the needs of Generation D are doomed to fail in the coming 'customerpocalypse', said Alan Trefler, author of 'Build For Change' and CEO of Pegasystems. Trefler said Generation D members have no brand loyalty and no compunction about destroying a company through their prodigious use of social media. He added that big data can also kill a business and corporate executives need to avoid interpreting data incorrectly. Finally, Trefler said Pegasystems, which was founded in 1983 and went public in 1996, is capitalizing on its ability to meet the demands of Generation D.

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