Many companies across the globe will suffer over the next few years as there is an emerging generation of customers who hate doing business with them. Trefler calls this real and imminent threat the Customer Apocalypse. He argues that the connected consumer is giving birth to a new generation of customer who are blowing up the very notion of customer relationship management. Theyre not interest in a relationship, and they wont be managed. This customer expects to be in control rather than to be controlled, and they want to discover your product or service on their own, and share their devotion to it with everyone. Cross them and they will demonize you to the world. Trefler shows us how a companys future depends on their willingness to do three things: Look beyond mere data to see your customers; balance, and respect their intent to discover the appropriate customer process Understand that the technology we have been given to address this problem suffers a fa