Customers New Voice
John S. Mckean
- 14 november 2014
- 9781119002321
Samenvatting:
Today'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. Customer's New Voice 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. Written by John S. McKean, Customer's New Voice 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. The 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. McKean 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. Customer's New Voice 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. Customer's New Voice offers leaders an important guide for creating effective business competencies and new opportunities centered on direct consumer knowledge.