McKean Customer's New Voice

Extreme Relevancy and Experience through Volunteered Customer Information
1. Auflage 2014
ISBN: 978-1-119-00436-3
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 352 Seiten, E-Book

Find out how to reap the benefits of motivating and engaging thenew, direct customer voice
The Customer's New Voice shows businesses how to motivateand transform directly volunteered consumer knowledge intoprofitable insights, enabling a new echelon of marketing relevancy,customer experience, and personalization. With a deep look at theinner workings of how a modern generation of business innovatorsare tapping into the fresh opportunities with the customer's newvoice, this book describes how businesses are transforming"inference-based" predictions of purchase intent with directconsumer knowledge of their actual intentions and buying context.The result: An untouchable/unprecedented level of offer relevancy,experience, and personalized service levels.
Those offers range from the most basic app model of "Give meyour physical location, we'll find the best Thai restaurant nearyou, and give you an instant coupon" to a more complex model suchas an Electric utility value proposition: "We'll give you discountsto charge your Prius during certain times to help us optimize ourgrid efficiency while allowing Toyota to monitor and optimize yourbattery to enable Toyota's R&D and customer experienceenhancement." Forty case studies detail proven approaches fordirectly engaging the new consumer, showing companies how to takeadvantage of rapidly evolving personal technology--smartphones, homes, vehicles, wearable technology, and Internet ofThings--and the new sharing culture to collect the highervalue "intentionally/ discretionarily" shared information. Readersgain access to a robust tool set including templates, checklists,tables, flow diagrams, process maps, and technical data schematicsto streamline these new capabilities and accelerate implementationof these transformational techniques.
Ninety percent of the data that businesses use to determine whatthey sell or how to personalize a customer experience results fromconsumers unintentionally volunteering "indirect" data; however,this type of data has less than 10 percent accuracy. This loweffectiveness also necessitates up to 70 percent of a business'scost infrastructure. Direct consumer knowledge is now available andboasts up to 20-50 percent accuracy, yet businesses remain anchoredin the old "indirect" competencies. This book helps companiesintegrate compelling sharing motivators and controls for consumersto feel motivated and safe about directly sharing their product andexperience desires, providing the ultimate market advantage.
* Learn how to catch up to the new digitalized consumer
* Leverage direct consumer information from currentmegatrends
* Navigate privacy's current and future metamorphosis
* Unlock the untapped value of Big Data's trueenabler--Little Data
Parsing "incidentally" volunteered data has been stagnant fordecades due to the capabilities and expectations of a newgeneration of enabled consumers
The timeless reality is that any level of investment incomputing power, data, and analytics will never approach their fullROI potential without interfusing the direct, intentional insightsfrom the consumer. If today's forward-thinking companies want toprofitably engage the new consumers, they must learn the secrets ofmotivating and safeguarding this new potential of customertransparency. The risks of not engaging these new consumer voices?Irrelevancy and Silence. The Customer's New Voice showsbusinesses how to fulfill the promise and caveat of the newconsumer: "If you make my life easier, reward me, and respect myshared information: I will tell you my secrets."

Autoren/Hrsg.

McKean, John S.

Inhaltsverzeichnis

Foreword xv
Preface: New Voice, New Competencies xix
Acknowledgments xxi
PART I DAWN OF THE NEW CUSTOMER 1
CHAPTER 1 New Information Masters 3
Informed 4
Sharing 4
Mobile 4
Future Masters 8
Notes 12
CHAPTER 2 Power and Transparency 15
Absolute Power 15
New Transparency 16
Note 19
CHAPTER 3 Age of Sharing 21
Historical Sharing Tools 21
Sharing Statistics 22
Intentional versus Incidental 26
Value of Intent and Context 29
Science of Consumer Sharing 30
Notes 42
PART II NEW VOICE INNOVATORS' WIN?]WIN 45
CHAPTER 4 Yesterday's Indirect Information Model47
Yesterday's Model 47
Legacy of Indirect Information 50
Privacy Not 53
Notes 57
CHAPTER 5 Emerging Customer's New Voice BusinessInformation Model 59
Customer?]Direct Information Model 59
Forces Driving New Voice Engagement 62
Direct Competencies Required 66
Unlocking Consumers' Intent 71
Notes 96
CHAPTER 6 Today's Customer's New Voice VerticalIndustry Innovators 101
Industry Innovators (Vertical) 101
Notes 143
CHAPTER 7 Horizontal Industry Innovators 147
Collaborative Consumption (Sharing Your Stuff) 147
Quantified Self 151
Wearable Technology 155
Mobile Health 156
Internet of Things 166
Triangulated Personal Information 168
Sensor Technology 168
Virtual Reality 178
Augmented Reality 179
New Customer Information Industry (Consumer as Stakeholder)182
The Customer's Voice 209
Notes 210
CHAPTER 8 Practical Guide: How to Leverage theCustomer's New Voice Today with Dr. David Schrader213
Scenario 1: Jeff's Shopping Trip 213
Scenario 2: Jill's Grocery Shopping 214
Overview 215
Strategy 216
Marketing and Sales 220
Customer Service 224
Information Technology 228
Notes 233
PART III ENGAGING TOMORROW'S NEW VOICE 235
Notes 238
CHAPTER 9 How Consumers Will Buy Tomorrow 239
Selling Reincarnated as Buying: New Buy/Sell Process 240
Advertising Inversion 245
Notes 248
CHAPTER 10 New Privacy 249
Government/Advocacy Personal Data Initiatives 251
Pivotal Personal Data Protection Initiatives 257
Pivotal Business Event Time Line 271
Notes 275
CHAPTER 11 Future Consumer Data Ecosystem 277
Consumer as Information Stakeholder 277
Mature Consumer/Business Information Sharing Models 278
Walking through the Model 279
Three Key Components Enabling the Personal Data Ecosystem283
Frameworks: The Major Ecosystem Governance Mechanism 284
Volunteered Customer Information Service Characteristics 289
Personal Information as a Sovereign/Monetized Asset 291
Personal Data Ecosystem 294
Notes 304
About the Author 305
Index 307

Über Autor(innen)

JOHN S. MCKEAN, author and executive director of theCenter for Information Based Competition, provides thoughtleadership to businesses to achieve a mastery level of customerinformation and interactions ranging from human-to-human to socialnetwork and mobile conversations. McKean also created and moderatedTeradata's largest online global community for Big Data, B2C/B2BMarketing, and advanced web analytics.