Customer's New Voice (PDF)

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."