Find out how to reap the benefits of motivating and engaging thenew, direct customer voiceThe 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 DataParsing "incidentally" volunteered data has been stagnant fordecades due to the capabilities and expectations of a newgeneration of enabled consumersThe 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."

Foreword xvPreface: New Voice, New Competencies xixAcknowledgments xxiPART I DAWN OF THE NEW CUSTOMER 1CHAPTER 1 New Information Masters 3Informed 4Sharing 4Mobile 4Future Masters 8Notes 12CHAPTER 2 Power and Transparency 15Absolute Power 15New Transparency 16Note 19CHAPTER 3 Age of Sharing 21Historical Sharing Tools 21Sharing Statistics 22Intentional versus Incidental 26Value of Intent and Context 29Science of Consumer Sharing 30Notes 42PART II NEW VOICE INNOVATORS' WIN?]WIN 45CHAPTER 4 Yesterday's Indirect Information Model47Yesterday's Model 47Legacy of Indirect Information 50Privacy Not 53Notes 57CHAPTER 5 Emerging Customer's New Voice BusinessInformation Model 59Customer?]Direct Information Model 59Forces Driving New Voice Engagement 62Direct Competencies Required 66Unlocking Consumers' Intent 71Notes 96CHAPTER 6 Today's Customer's New Voice VerticalIndustry Innovators 101Industry Innovators (Vertical) 101Notes 143CHAPTER 7 Horizontal Industry Innovators 147Collaborative Consumption (Sharing Your Stuff) 147Quantified Self 151Wearable Technology 155Mobile Health 156Internet of Things 166Triangulated Personal Information 168Sensor Technology 168Virtual Reality 178Augmented Reality 179New Customer Information Industry (Consumer as Stakeholder)182The Customer's Voice 209Notes 210CHAPTER 8 Practical Guide: How to Leverage theCustomer's New Voice Today with Dr. David Schrader213Scenario 1: Jeff's Shopping Trip 213Scenario 2: Jill's Grocery Shopping 214Overview 215Strategy 216Marketing and Sales 220Customer Service 224Information Technology 228Notes 233PART III ENGAGING TOMORROW'S NEW VOICE 235Notes 238CHAPTER 9 How Consumers Will Buy Tomorrow 239Selling Reincarnated as Buying: New Buy/Sell Process 240Advertising Inversion 245Notes 248CHAPTER 10 New Privacy 249Government/Advocacy Personal Data Initiatives 251Pivotal Personal Data Protection Initiatives 257Pivotal Business Event Time Line 271Notes 275CHAPTER 11 Future Consumer Data Ecosystem 277Consumer as Information Stakeholder 277Mature Consumer/Business Information Sharing Models 278Walking through the Model 279Three Key Components Enabling the Personal Data Ecosystem283Frameworks: The Major Ecosystem Governance Mechanism 284Volunteered Customer Information Service Characteristics 289Personal Information as a Sovereign/Monetized Asset 291Personal Data Ecosystem 294Notes 304About the Author 305Index 307