{"product_id":"customers-new-voice-isbn-9781119002321","title":"Customer's New Voice","description":"\u003cb\u003eFind out how to reap the benefits of motivating and engaging the new, direct customer voice\u003c\/b\u003e  \u003cp\u003e\u003ci\u003eThe Customer's New Voice\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThose 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\u0026amp;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.\u003c\/p\u003e \u003cp\u003eNinety 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eLearn how to catch up to the new digitalized consumer\u003c\/li\u003e \u003cli\u003eLeverage direct consumer information from current megatrends\u003c\/li\u003e \u003cli\u003eNavigate privacy's current and future metamorphosis\u003c\/li\u003e \u003cli\u003eUnlock the untapped value of Big Data's true enabler—Little Data\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eParsing \"incidentally\" volunteered data has been stagnant for decades due to the capabilities and expectations of a new generation of enabled consumers\u003c\/p\u003e \u003cp\u003eThe 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. \u003ci\u003eThe Customer's New Voice\u003c\/i\u003e 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.\"\u003c\/p\u003e  \u003cp\u003eForeword xv\u003c\/p\u003e \u003cp\u003ePreface: New Voice, New Competencies xix\u003c\/p\u003e \u003cp\u003eAcknowledgments xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I DAWN OF THE NEW CUSTOMER 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1 New Information Masters 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInformed 4\u003c\/p\u003e \u003cp\u003eSharing 4\u003c\/p\u003e \u003cp\u003eMobile 4\u003c\/p\u003e \u003cp\u003eFuture Masters 8\u003c\/p\u003e \u003cp\u003eNotes 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2 Power and Transparency 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAbsolute Power 15\u003c\/p\u003e \u003cp\u003eNew Transparency 16\u003c\/p\u003e \u003cp\u003eNote 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3 Age of Sharing 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHistorical Sharing Tools 21\u003c\/p\u003e \u003cp\u003eSharing Statistics 22\u003c\/p\u003e \u003cp\u003eIntentional versus Incidental 26\u003c\/p\u003e \u003cp\u003eValue of Intent and Context 29\u003c\/p\u003e \u003cp\u003eScience of Consumer Sharing 30\u003c\/p\u003e \u003cp\u003eNotes 42\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II NEW VOICE INNOVATORS’ WIN?]WIN 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4 Yesterday’s Indirect Information Model 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYesterday’s Model 47\u003c\/p\u003e \u003cp\u003eLegacy of Indirect Information 50\u003c\/p\u003e \u003cp\u003ePrivacy Not 53\u003c\/p\u003e \u003cp\u003eNotes 57\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5 Emerging Customer’s New Voice Business\u003c\/b\u003e \u003cb\u003eInformation Model 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer?]Direct Information Model 59\u003c\/p\u003e \u003cp\u003eForces Driving New Voice Engagement 62\u003c\/p\u003e \u003cp\u003eDirect Competencies Required 66\u003c\/p\u003e \u003cp\u003eUnlocking Consumers’ Intent 71\u003c\/p\u003e \u003cp\u003eNotes 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6 Today’s Customer’s New Voice Vertical Industry Innovators 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIndustry Innovators (Vertical) 101\u003c\/p\u003e \u003cp\u003eNotes 143\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7 Horizontal Industry Innovators 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCollaborative Consumption (Sharing Your Stuff) 147\u003c\/p\u003e \u003cp\u003eQuantified Self 151\u003c\/p\u003e \u003cp\u003eWearable Technology 155\u003c\/p\u003e \u003cp\u003eMobile Health 156\u003c\/p\u003e \u003cp\u003eInternet of Things 166\u003c\/p\u003e \u003cp\u003eTriangulated Personal Information 168\u003c\/p\u003e \u003cp\u003eSensor Technology 168\u003c\/p\u003e \u003cp\u003eVirtual Reality 178\u003c\/p\u003e \u003cp\u003eAugmented Reality 179\u003c\/p\u003e \u003cp\u003eNew Customer Information Industry (Consumer as Stakeholder) 182\u003c\/p\u003e \u003cp\u003eThe Customer’s Voice 209\u003c\/p\u003e \u003cp\u003eNotes 210\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8 Practical Guide: How to Leverage the Customer’s New Voice Today with Dr. David Schrader 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eScenario 1: Jeff’s Shopping Trip 213\u003c\/p\u003e \u003cp\u003eScenario 2: Jill’s Grocery Shopping 214\u003c\/p\u003e \u003cp\u003eOverview 215\u003c\/p\u003e \u003cp\u003eStrategy 216\u003c\/p\u003e \u003cp\u003eMarketing and Sales 220\u003c\/p\u003e \u003cp\u003eCustomer Service 224\u003c\/p\u003e \u003cp\u003eInformation Technology 228\u003c\/p\u003e \u003cp\u003eNotes 233\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III ENGAGING TOMORROW’S NEW VOICE 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNotes 238\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9 How Consumers Will Buy Tomorrow 239\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelling Reincarnated as Buying: New Buy\/Sell Process 240\u003c\/p\u003e \u003cp\u003eAdvertising Inversion 245\u003c\/p\u003e \u003cp\u003eNotes 248\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 10 New Privacy 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGovernment\/Advocacy Personal Data Initiatives 251\u003c\/p\u003e \u003cp\u003ePivotal Personal Data Protection Initiatives 257\u003c\/p\u003e \u003cp\u003ePivotal Business Event Time Line 271\u003c\/p\u003e \u003cp\u003eNotes 275\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 11 Future Consumer Data Ecosystem 277\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConsumer as Information Stakeholder 277\u003c\/p\u003e \u003cp\u003eMature Consumer\/Business Information Sharing Models 278\u003c\/p\u003e \u003cp\u003eWalking through the Model 279\u003c\/p\u003e \u003cp\u003eThree Key Components Enabling the Personal Data Ecosystem 283\u003c\/p\u003e \u003cp\u003eFrameworks: The Major Ecosystem Governance Mechanism 284\u003c\/p\u003e \u003cp\u003eVolunteered Customer Information Service Characteristics 289\u003c\/p\u003e \u003cp\u003ePersonal Information as a Sovereign\/Monetized Asset 291\u003c\/p\u003e \u003cp\u003ePersonal Data Ecosystem 294\u003c\/p\u003e \u003cp\u003eNotes 304\u003c\/p\u003e \u003cp\u003eAbout the Author 305\u003c\/p\u003e \u003cp\u003eIndex 307\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJOHN S. MCKEAN,\u003c\/b\u003e author and executive director of the Center for Information Based Competition, provides thought leadership to businesses to achieve a mastery level of customer information and interactions ranging from human-to-human to social network and mobile conversations. McKean also created and moderated Teradata's largest online global community for Big Data, B2C\/B2B Marketing, and advanced web analytics.\u003c\/p\u003e  \u003cp\u003eToday's digitized individuals have the ability and willingness to potentially share any information at any scale with anyone. This new connectedness has the potential for extreme levels of business performance and unheard of levels of customer relevancy, experience, and personalization.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCustomer's New Voice\u003c\/i\u003e gives businesses a hands-on guide for putting into play the opportunities that are possible with the \"sharing\" of discretionary personal information grounded in direct-from-consumer knowledge. Using direct consumer knowledge gives businesses the power to migrate from using ineffective indirect data (which has a 10% accuracy rate) to attaining a remarkable 90% accuracy rate.\u003c\/p\u003e \u003cp\u003eWritten by John S. McKean, \u003ci\u003eCustomer's New Voice\u003c\/i\u003e is a comprehensive resource that offers the information and strategies needed to tap into the new consumer information ecosystem. To demonstrate the ecosystem's effectiveness, the author includes a wealth of illustrative case studies for executing direct approaches that have proven to engage the new digitized consumer.\u003c\/p\u003e \u003cp\u003eThe book's personal data ecosystem models maximize an individual's utility and value while optimizing profits for businesses and markets in a collaborative information economy. Savvy business leaders realize that maximizing consent and collaboration is the path to optimize revenue and profit. This includes individuals increasing their role in validating and editing their personal data.\u003c\/p\u003e \u003cp\u003eMcKean provides expert guidance for leveraging direct consumer information from current technological and cultural megatrends; for example, business cases and guides for migrating from in-house data versus direct consumer knowledge. He also includes information on how to support the incarnation of new digital consumer buying and selling. \u003ci\u003eCustomer's New Voice\u003c\/i\u003e also contains a detailed map of how to catch up to the new digitized consumer as well as helpful graphics, templates, checklists, tables, process flow diagrams, and technical data schematics.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCustomer's New Voice\u003c\/i\u003e offers leaders an important guide for creating effective business competencies and new opportunities centered on direct consumer knowledge.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003e\u003ci\u003ePraise for\u003c\/i\u003e Customer's New Voice\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Customers now have both the tools and desire to engage in a deeper exchange of value beyond yesterday's simple transactional focus. \u003ci\u003eCustomer's New Voice\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e—Bob Page, Vice President, Partner Products, Hortonworks; former Vice President, Analytics Platform \u0026amp; Delivery, eBay; Senior Director, Strategic Data Solutions, Yahoo!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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. \u003ci\u003eCustomer's New Voice\u003c\/i\u003e provides a range of thought-provoking ideas and advice to help organisations drive even greater value from their data assets.\"\u003cbr\u003e \u003cb\u003e—Kevin Heggie, VP, CRM and Campaign Management Product Owner, Barclays\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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. \u003ci\u003eCustomer's New Voice\u003c\/i\u003e provides many compelling examples of the changes that have begun and a valuable roadmap for achieving success in the new landscape.\"\u003cbr\u003e \u003cb\u003e—Bill Franks, Chief Analytics Officer, Teradata; author of \u003ci\u003eTaming the Big Data Tidal Wave\u003c\/i\u003e and \u003ci\u003eThe Analytics Revolution\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eCustomer's New Voice\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e—B. Joseph Pine II, author, \u003ci\u003eMass Customization, The Experience Economy\u003c\/i\u003e, and \u003ci\u003eInfinite Possibility: Creating Customer Value on the Digital Frontier\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"The digital landscape has transformed customers' ability to share data on personal preferences. In \u003ci\u003eCustomer's New Voice\u003c\/i\u003e, 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.\"\u003cbr\u003e \u003cb\u003e—Trevor Duke, Head of Business Intelligence, WHSmith (British retailer)\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989016756453,"sku":"NP9781119002321","price":45.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119002321.jpg?v=1761782449","url":"https:\/\/k12savings.com\/products\/customers-new-voice-isbn-9781119002321","provider":"K12savings","version":"1.0","type":"link"}