John McKean S. Customers New Voice. Extreme Relevancy and Experience through Volunteered Customer Information
О чем написано в этой книге John McKean S. Customers New Voice. Extreme Relevancy and Experience through Volunteered Customer Information. Find out how to reap the benefits of motivating and engaging the new, direct customer voice The Customers 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. 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. 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. Irrelevancy and Silence. Those offers range from the most basic app model of «Give me your physical location, well 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: «Well 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 Toyotas 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. The Customers 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.» With a deep look at the inner workings of how a modern generation of business innovators are tapping into the fresh opportunities with the customers 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. 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. Direct consumer knowledge is now available and boasts up to 20-50 percent accuracy, yet businesses remain anchored in the old «indirect» competencies. This low effectiveness also necessitates up to 70 percent of a businesss cost infrastructure. Learn how to catch up to the new digitalized consumer Leverage direct consumer information from current megatrends Navigate privacys current and future metamorphosis Unlock the untapped value of Big Datas 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. The risks of not engaging these new consumer voices? If todays 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.