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John S. McKean Customer's New Voice (Hardback)
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Item specifics
- Condition
- Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
- Book Title
- Customer's New Voice
- Publication Name
- Customer's New Voice : Extreme Relevancy and Experience Through Volunteered Customer Information
- Title
- Customer's New Voice
- Subtitle
- Extreme Relevancy and Experience through Volunteered Customer Inf
- Format
- Hardcover
- EAN
- 9781119002321
- ISBN
- 9781119002321
- Publisher
- Wiley & Sons, Incorporated, John
- Genre
- Business & Finance
- Release Date
- 14/11/2014
- Release Year
- 2014
- Language
- English
- Country/Region of Manufacture
- US
- Item Height
- 1.2 in
- Item Length
- 9.3 in
- Item Width
- 6.3 in
- Item Weight
- 19.4 Oz
- Subject Area
- Business & Economics
- Subject
- Customer Relations, Consumer Behavior, Strategic Planning
- Publication Year
- 2014
- Type
- Textbook
- Number of Pages
- 352 Pages
About this product
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
111900232X
ISBN-13
9781119002321
eBay Product ID (ePID)
9038759737
Product Key Features
Number of Pages
352 Pages
Language
English
Publication Name
Customer's New Voice : Extreme Relevancy and Experience Through Volunteered Customer Information
Subject
Customer Relations, Consumer Behavior, Strategic Planning
Publication Year
2014
Type
Textbook
Subject Area
Business & Economics
Format
Hardcover
Dimensions
Item Height
1.2 in
Item Weight
19.4 Oz
Item Length
9.3 in
Item Width
6.3 in
Additional Product Features
Intended Audience
Scholarly & Professional
LCCN
2014-029363
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.8343
Table Of Content
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 Model 47 Yesterday's Model 47 Legacy of Indirect Information 50 Privacy Not 53 Notes 57 CHAPTER 5 Emerging Customer's New Voice Business Information 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 Vertical Industry 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 the Customer's New Voice Today with Dr. David Schrader 213 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 Ecosystem 283 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
Synopsis
Find out how to reap the benefits of motivating and engaging the new, direct customer voice The Customer's New Voice shows businesses how to motivate and transform directly volunteered consumer knowledge into profitable insights, enabling a new echelon of marketing relevancy, customer experience, and personalization., Find out how to reap the benefits of motivating and engaging the new, direct customer voice The Customer's New Voice shows businesses how to motivate and transform directly volunteered consumer knowledge into profitable insights, enabling a new echelon of marketing relevancy, customer experience, and personalization. With a deep look at the inner workings of how a modern generation of business innovators are tapping into the fresh opportunities with the customer's new voice, this book describes how businesses are transforming "inference-based" predictions of purchase intent with direct consumer 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 me your physical location, we'll find the best Thai restaurant near you, and give you an instant coupon" to a more complex model such as an Electric utility value proposition: "We'll give you discounts to charge your Prius during certain times to help us optimize our grid efficiency while allowing Toyota to monitor and optimize your battery to enable Toyota's R&D and customer experience enhancement." Forty case studies detail proven approaches for directly engaging the new consumer, showing companies how to take advantage of rapidly evolving personal technology--smart phones, homes, vehicles, wearable technology, and Internet of Things--and the new sharing culture to collect the higher value "intentionally/ discretionarily" shared information. Readers gain access to a robust tool set including templates, checklists, tables, flow diagrams, process maps, and technical data schematics to streamline these new capabilities and accelerate implementation of these transformational techniques. Ninety percent of the data that businesses use to determine what they sell or how to personalize a customer experience results from consumers unintentionally volunteering "indirect" data; however, this type of data has less than 10 percent accuracy. This low effectiveness also necessitates up to 70 percent of a business's cost infrastructure. Direct consumer knowledge is now available and boasts up to 20-50 percent accuracy, yet businesses remain anchored in the old "indirect" competencies. This book helps companies integrate compelling sharing motivators and controls for consumers to feel motivated and safe about directly sharing their product and experience desires, providing the ultimate market advantage. Learn how to catch up to the new digitalized consumer Leverage direct consumer information from current megatrends Navigate privacy's current and future metamorphosis Unlock the untapped value of Big Data's true enabler--Little Data Parsing "incidentally" volunteered data has been stagnant for decades due to the capabilities and expectations of a new generation of enabled consumers The timeless reality is that any level of investment in computing power, data, and analytics will never approach their full ROI potential without interfusing the direct, intentional insights from the consumer. If today's forward-thinking companies want to profitably engage the new consumers, they must learn the secrets of motivating and safeguarding this new potential of customer transparency. The risks of not engaging these new consumer voices? Irrelevancy and Silence. The Customer's New Voice shows businesses how to fulfill the promise and caveat of the new consumer: "If you make my life easier, reward me, and respect my shared information: I will tell you my secrets.", Praise for Customer's New Voice "Customers now have both the tools and desire to engage in a deeper exchange of value beyond yesterday's simple transactional focus. Customer's New Voice is an indispensable guidebook to taking advantage of this emerging opportunity. In a world of big data and statistics, this book shows how to know exactly what a customer wants and why, and what it means for the future of consumer data." Bob Page, Vice President, Partner Products, Hortonworks; former Vice President, Analytics Platform & Delivery, eBay; Senior Director, Strategic Data Solutions, Yahoo! "There's no greater insight than being told directly by customers and prospects what their needs and preferences are, but gaining their trust and demonstrating the value exchange is key if this data is to play a significant role in driving a high relevancy omni-channel customer communication strategy. Customer's New Voice provides a range of thought-provoking ideas and advice to help organisations drive even greater value from their data assets." Kevin Heggie, VP, CRM and Campaign Management Product Owner, Barclays "Significant changes are coming with respect to the collection and analysis of customer data. We are entering a new era where volunteered data controlled by customers will dwarf the value of traditional inferred data. Businesses must earn the right to this new information while changing many current practices to leverage it effectively. Customer's New Voice provides many compelling examples of the changes that have begun and a valuable roadmap for achieving success in the new landscape." Bill Franks, Chief Analytics Officer, Teradata; author of Taming the Big Data Tidal Wave and The Analytics Revolution " Customer's New Voice shows how companies can create engaging, customized experiences by listening and responding to the 'secrets' customers voluntarily share. John McKean provides a clear path for you to benefit from this new culture of sharing through embracing a rapidly developing ecosystem centered on innovative personal technologies." B. Joseph Pine II, author, Mass Customization, The Experience Economy , and Infinite Possibility: Creating Customer Value on the Digital Frontier "The digital landscape has transformed customers' ability to share data on personal preferences. In Customer's New Voice , John again throws down the gauntlet to organisations, encouraging them to innovate with new products and services in response to the continuous wave of customer invitations to understand and enrich their lifestyles powered by the rapidly evolving personal technology ecosystem." Trevor Duke, Head of Business Intelligence, WHSmith (British retailer)
LC Classification Number
HF5415.5.M3834 2015
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