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008 200713s2014 xx o ||||0 eng d
020 9781119004363|q(electronic bk.)
020 |z9781119017097
035 (MiAaPQ)EBC1781843
035 (Au-PeEL)EBL1781843
035 (CaPaEBR)ebr10929303
035 (CaONFJC)MIL651179
035 (OCoLC)890531149
040 MiAaPQ|beng|erda|epn|cMiAaPQ|dMiAaPQ
050 4 HF5415.5 -- .M3834 2015eb
082 0 658.8343
100 1 McKean, John S
245 10 Customer's New Voice :|bExtreme Relevancy and Experience
Through Volunteered Customer Information
250 1st ed
264 1 Somerset :|bJohn Wiley & Sons, Incorporated,|c2014
264 4 |c©2015
300 1 online resource (346 pages)
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
505 0 Intro -- Customer's New Voice -- Contents -- Foreword --
Preface: New Voice, New Competencies -- Acknowledgments --
PART I DAWN OF THE NEW CUSTOMER -- CHAPTER 1 New
Information Masters -- Informed -- Sharing -- Mobile --
Future Masters -- Pragmatic but Digitally Aware -- Digital
Natives -- Notes -- CHAPTER 2 Power and Transparency --
Absolute Power -- New Transparency -- Asynchronous
Transparency -- Synchronous Transparency -- Death of B2C/
C2B -- Birth of C2W/W2C -- Note -- CHAPTER 3 Age of
Sharing -- Historical Sharing Tools -- Sharing Statistics
-- Intentional versus Incidental -- Value of Intent and
Context -- Science of Consumer Sharing -- Why Consumers
Share/Don't Share -- Why Is Sharing (Self‐Disclosure)
Important? -- Fear of Missing Out -- Social Validation --
Ego -- Social Comparison -- Social Space Underpinning New
Sharing Norm -- What Consumers Share -- Notes -- PART II
NEW VOICE INNOVATORS' WIN-WIN -- CHAPTER 4 Yesterday's
Indirect Information Model -- Yesterday's Model -- Legacy
of Indirect Information -- Privacy Not -- Notes -- CHAPTER
5 Emerging Customer's New Voice Business Information Model
-- Customer-Direct Information Model -- Forces Driving New
Voice Engagement -- Customers Want Relevancy -- Businesses
Want Relevancy -- Direct New Voice Navigates Privacy --
Direct Competencies Required -- Information/Value Exchange
Competency -- Direct Information Competency -- Unlocking
Consumers' Intent -- Intent Continuum -- Life of Intent
and Context -- Indirect Voice of Purchase Intent/Context -
- Sources -- Display (Digital) Advertising Intent and
Context Sources -- Price of Inferred Intent and Context --
Segmentation Uncertainty -- Location‐Based Intent and
Content Sources -- Location‐Based Service Providers --
Transaction Intent and Context Sources -- Video Intent and
Context Sources -- Notes
505 8 CHAPTER 6 Today's Customer's New Voice Vertical Industry
Innovators -- Industry Innovators (Vertical) -- Automotive
-- Communications -- Consumer Products -- E‐Commerce --
Financial -- Health -- Insurance -- Retail Stores --
Technology (Consumer) -- Transportation -- Utilities --
Notes -- CHAPTER 7 Horizontal Industry Innovators --
Collaborative Consumption (Sharing Your Stuff) --
Quantified Self -- Wearable Technology -- Mobile Health --
Internet of Things -- Triangulated Personal Information --
Sensor Technology -- Virtual Reality -- Augmented Reality
-- New Customer Information Industry (Consumer as
Stakeholder) -- Software and Services -- Contrasting the
Approaches -- The Customer's Voice -- Notes -- CHAPTER 8
Practical Guide: How to Leverage the Customer's New Voice
Today with Dr. David Schrader -- Scenario 1: Jeff's
Shopping Trip -- Scenario 2: Jill's Grocery Shopping --
Overview -- Strategy -- Marketing and Sales -- Customer
Service -- Information Technology -- Step‐by‐Step
Processing Requirements -- Architecture Changes -- Notes -
- PART III ENGAGING TOMORROW'S NEW VOICE -- Notes --
CHAPTER 9 How Consumers Will Buy Tomorrow -- Selling
Reincarnated as Buying: New Buy/Sell Process -- Search/
Target -- Find (Engage)/Inquiry Management -- Negotiation
-- Transact -- Welcome -- Relationship Servicing --
Relationship Development -- Manage Problems -- Manage
Exits -- Re‐Engagement -- Advertising Inversion --
Evolution (and Inversion) of Today's Interactive
Advertising Infrastructure -- Notes -- CHAPTER 10 New
Privacy -- Government/Advocacy Personal Data Initiatives -
- Government/Advocacy Personal Data Protection -- Pending
U.S. Bills -- Data Breaches -- Pivotal Personal Data
Protection Initiatives -- 2010 Federal Trade Commission
Privacy Report -- 2010 Do Not Track -- 2011 Commercial
Privacy Bill of Rights Act
505 8 2012 EU Strictly Enforcing Cookie Directive -- 2012 U.S.
Consumer Privacy Bill of Rights -- 2012 EU Data Protection
Reform -- 2013 California Department of Justice Agreement
-- 2013 UK's Enterprise and Regulatory Reform Bill with
Midata Rights -- 2013 Network Advertising Initiative (NAI)
Code of Conduct -- 2012 EU Commission Cloud Computing
Report -- 2013 California Department of Justice's "Privacy
on the Go" -- 2013 EU's Article 29 Data Protection Working
Party Opinion -- 2013 UK's Internet Advertising Bureau
(IAB) -- 2013 European Interactive Digital Advertising
Alliance Campaign -- Pivotal Business Event Time Line --
Notes -- CHAPTER 11 Future Consumer Data Ecosystem --
Consumer as Information Stakeholder -- Mature Consumer/
Business Information Sharing Models -- The Collaborative
Data Landscape -- Personal Data Flows in an Ecosystem --
Walking through the Model -- Personal Zone -- Personal
Zone Connects Individual to Organizations -- Infomediaries
Work on the Individual's Behalf for Businesses/Markets --
Data Aggregators in the Personal Data Ecosystem -- Three
Key Components Enabling the Personal Data Ecosystem --
Frameworks: The Major Ecosystem Governance Mechanism --
Governance Manages Risk -- Recap -- Volunteered Customer
Information Service Characteristics -- Personal
Information as a Sovereign/Monetized Asset -- Personal
Data Ecosystem -- PDE Data Elements -- PDE Roles and Flows
-- PDE Data Sovereignty and Interoperability -- New
Customer's Voice Feeds New Business Intelligence -- Notes
-- About the Author -- Index -- EULA
520 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
520 8 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."
588 Description based on publisher supplied metadata and other
sources
590 Electronic reproduction. Ann Arbor, Michigan : ProQuest
Ebook Central, 2020. Available via World Wide Web. Access
may be limited to ProQuest Ebook Central affiliated
libraries
650 0 Customer relations.;Consumer behavior
655 4 Electronic books
700 1 Bachrach, Dan
776 08 |iPrint version:|aMcKean, John S.|tCustomer's New Voice :
Extreme Relevancy and Experience Through Volunteered
Customer Information|dSomerset : John Wiley & Sons,
Incorporated,c2014|z9781119017097
856 40 |uhttps://ebookcentral.proquest.com/lib/sinciatw/
detail.action?docID=1781843|zClick to View
