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Customer's New Voice: Extreme Relevancy and Experience through Volunteered Customer Information



Customer's New Voice: Extreme Relevancy and Experience through Volunteered Customer Information

John S. McKean

ISBN: 978-1-119-00436-3 September 2014 352 Pages


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."

Foreword xv

Preface: New Voice, New Competencies xix

Acknowledgments xxi


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


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


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