Customers New Voice: Extreme Relevancy and Experience through Volunteered Customer Information

Praise for Customer's New Voice "Customers now have both the tools and desire to engage in a deeper exchange of value beyond yesterday's simple transactional focus. Customer's New Voice is an indispensable guidebook to taking advantage of this emerging opportunity. In a world of big data and statistics, this book shows how to know exactly what a customer wants and why, and what it means for the future of consumer data." —Bob Page, Vice President, Partner Products, Hortonworks; former Vice President, Analytics Platform & Delivery, eBay; Senior Director, Strategic Data Solutions, Yahoo! "There's no greater insight than being told directly by customers and prospects what their needs and preferences are, but gaining their trust and demonstrating the value exchange is key if this data is to play a significant role in driving a high relevancy omni-channel customer communication strategy. Customer's New Voice provides a range of thought-provoking ideas and advice to help organisations drive even greater value from their data assets." —Kevin Heggie, VP, CRM and Campaign Management Product Owner, Barclays "Significant changes are coming with respect to the collection and analysis of customer data. We are entering a new era where volunteered data controlled by customers will dwarf the value of traditional inferred data. Businesses must earn the right to this new information while changing many current practices to leverage it effectively. Customer's New Voice provides many compelling examples of the changes that have begun and a valuable roadmap for achieving success in the new landscape." —Bill Franks, Chief Analytics Officer, Teradata; author of Taming the Big Data Tidal Wave and The Analytics Revolution " Customer's New Voice shows how companies can create engaging, customized experiences by listening — and responding — to the 'secrets' customers voluntarily share. John McKean provides a clear path for you to benefit from this new culture of sharing through embracing a rapidly developing ecosystem centered on innovative personal technologies." —B. Joseph Pine II, author, Mass Customization, The Experience Economy , and Infinite Possibility: Creating Customer Value on the Digital Frontier "The digital landscape has transformed customers' ability to share data on personal preferences. In Customer's New Voice , John again throws down the gauntlet to organisations, encouraging them to innovate with new products and services in response to the continuous wave of customer invitations to understand and enrich their lifestyles powered by the rapidly evolving personal technology ecosystem." —Trevor Duke, Head of Business Intelligence, WHSmith (British retailer)

Foreword Preface Acknowledgments Part I: Dawn of the New Customer Chapter 1 New Information Masters Informed Sharing Mobile Future Masters Notes Chapter 2 Power and Transparency Absolute Power New Transparency Note Chapter 3 Age of Sharing Historic Sharing Tools Sharing Stats Intentional versus Incidental Value of Intent and Context Science of Consumer Sharing Notes Part II: New Voice Innovators’ Win/Win Chapter 4 Yesterday’s Indirect Information Model Yesterday’s Model Legacy of Indirect Privacy Not Notes Chapter 5 Emerging Customer’s New Voice Business Information Model Customer–Direct Information Model Forces Driving New Voice Engagement Direct Competencies Required Unlocking Consumer’s Intent Notes Chapter 6 Today’s Customer’s New Voice Vertical Industry Innovators Industry Innovators (Vertical) 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) 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 Strategy Marketing and Sales Customer Service Information Technology (IT) Notes Part III: Engaging Tomorrow’s New Voice Chapter 9 How Consumers Will Buy Tomorrow Selling Reincarnated As Buying: New Buy/Sell Process Advertising Inversion Notes Chapter 10 New Privacy Government/Advocacy Personal Data Initiatives Pivotal Personal Data Initiative Details Pivotal Business Event Timeline Notes Chapter 11 Future Consumer Data Ecosystem Consumer as Information Stakeholder Mature Consumer/Business Information Sharing Models Walking through the Model Three Key Components Enabling the Personal Data Ecosystem Frameworks: The Major Ecosystem Governance Mechanism Volunteered Customer Intelligence Service Characteristics Personal Information as a Sovereign/Monetized Asset Personal Data Ecosystem (PDE) Notes About the Author Index

JOHN S. MCKEAN, author and executive director of the Center for Information Based Competition, provides thought leadership to businesses to achieve a mastery level of customer information and interactions ranging from human-to-human to social network and mobile conversations. McKean also created and moderated Teradata's largest online global community for Big Data, B2C/B2B Marketing, and advanced web analytics.