CHAPTER 6 Today’s Customer’s New Voice Vertical Industry Innovators
The customer’s new voice has been picked up quickly by a group of business innovators who have decided to be the first and best in their industry to leverage the new willingness and ability of customers to exchange purchase intentions and context for extreme levels of product relevancy and customer experience. This group of business innovators can be thought of as vertical industry and horizontal (cross-industry) industry innovators.
Vertical Industry Innovators
- Automotive
- Communications
- Consumer products
- E-commerce
- Financial
- Health
- Insurance
- Retail stores
- Technology (consumer)
- Transportation
- Utilities
Industry Innovators (Vertical)
Today’s consumer “information for utility and/or monetary exchange” models are rapidly evolving. The largest opportunity is in the intentionally volunteered information area. This holds the most promise for businesses that want to achieve extremely high levels of relevancy. Whereas the incidentally shared information will still need to be analyzed to create inferred buying intentions, intentionally volunteered information can be managed to generate actual buying intentions.
The following are examples for the first half of the current decade of leading firms making their first investments to enable individuals to intentionally and explicitly volunteer personal information directly to the business. In each case, the business has provided sufficient utility and an active or passive ...
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