Customer's new voice - John McKean

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."