Right-Time ExperiencesDriving Revenue with Mobile and Big Data
Grasp how mobile, big data, and analytics are combining to change business processes Right Experience, Right Results: Improving Profits, Margin, and Engagement with Mobile and Big Data illustrates how businesses can use mobility, big data, and analytics to enhance or change business processes, improve margins through better insight, transform customer experiences, empower employees with real-time, actionable insight, and more. The book depicts how companies can create competitive differentiation using mobile, cloud computing big data, and analytics to improve commerce, customer service, and communications with employees and consumers. In the past, the technologies used to deliver personalized and contextual services were either unavailable, unaffordable, or reserved solely for the consumer market. Today, however, the next wave of computing—mobile, cloud computing. big data, and analytics—has provided the foundation for businesses to create adaptive, personalized applications and services. Delivered point-of-need, these smarter services allow enterprise products and services to meet the burgeoning demand for always-connected, accurate, and real-time information. Right Experience, Right Results: Improving Profits, Margin, and Engagement with Mobile and Big Data is your guide to the new way of doing things. The book includes: Real world examples that illustrate how companies across various industries are creating better business processes by integrating new technologies A three step action plan for getting started and overcoming obstacles An electronic checklist with numerous actions that help get you up and running with incorporating mobile, big data, and analytics A guide to drawing insight from mobile, social, and other sources to create richer experiences If you're a CEO, chief marketing officer, marketing director, or business manager, Right Experience, Right Results gives you everything you need to harness technology to breathe new life into your business.
Preface xi Acknowledgments xvii Part I Adapt or Fail 1 Chapter 1 The Future Is Here 5 We Are Living in a Connected World 7 Cloud Computing Enables New Entrants and Business Models 13 Mobile and Social Change Engagement 20 Social, Mobile, and IoT Create Big Data 22 Delivering New Experiences 23 Summary 25 Notes 26 Chapter 2 Marching Backwards into the Future 29 Three Issues Stall Change 30 Finding Your Blind Spots 36 Taming the Beast of External Risks 41 Summary 49 Notes 50 Part II Why Right-Time Experiences Are Key 51 Chapter 3 New Realities Demand New Right-Time Experiences 53 Contextual Computing Leads to Insight 56 Adaptive Makes Interactions Personal 68 Connected Makes Interactions Actionable 73 Hertz Drives RTEs 74 Right-Time Experiences Don’t Happen Overnight 77 The 3 Cs of Right-Time Experience 78 Summary 79 Notes 80 Chapter 4 Communications in a Right-Time Experience 81 Communications Move from Generic to Contextual 81 New Devices Change Communications Opportunities 83 Communications Builds a Bridge to Commerce 94 Improve the Quality of Civic Life 108 Summary 115 Notes 115 Chapter 5 Care in a Right-Time Experience 117 Mobile Extends Options and Information to Everyone 117 Closing the Deal Faster 120 Enhance and Transform Customer Care Experiences 121 Using IoT to Improve the Employee and Customer Experience 128 Transform the Organization with New Options 129 Curing Cancer with Cognitive Computing 131 Big Data and Mobile Deliver Predictive Knowledge 135 Respond to Problems and Opportunities in Real Time 138 Summary 139 Notes 140 Chapter 6 Commerce in a Right-Time Experience 143 Mobile and Context Change Commerce 143 RTEs Change B2B Commerce 156 The Role of Big Data in Commerce 166 Summary 169 Notes 169 Part III How to Prepare for Change 171 Chapter 7 Evolve to Right-Time Experiences in Three Phases 173 Define a Mobile-Enablement Strategy 174 Evolve to a Mobile-Enabled RTE Business 188 Phase 1 190 Phase 2 191 Phase 3 195 Summary 197 Notes 198 Chapter 8 Understanding the Components of the Technical Plan: Mobility 199 What’s Part of the Plan? 199 Building Mobile-First Applications 208 How Much Does It Cost? 221 Palador’s Application Cost Estimate Framework 223 Summary 227 Notes 228 Chapter 9 Understanding the Components of the Technical Plan: Big Data 229 How Big Data Helps Deliver Better Outcomes 229 The Business Case for Big Data 230 The Challenge of Big Data 234 Summary 254 Notes 254 Chapter 10 Engage and Empower Employees 257 Use Mobile, Social, and Big Data to Recruit 258 Build a Training Plan 263 Engage Employees with Games 266 Get IT on Board and Drive Change 272 Be Open to Creating New Roles or Expanding Roles 274 Summary 280 Notes 281 Chapter 11 Closing Thoughts 285 About the Author 289 Index 291
MARIBEL LOPEZ founded Lopez Research, LLC in 2008 to research how technology trends such as mobile, big data, social media, and cloud computing will transform business. Her clients include firms of all sizes, from start-ups through Fortune 500 companies. Maribel is frequently quoted in publications such as the Wall Street Journal and BusinessWeek, and she has appeared as a guest on CNN, CNBC, and NPR.
It used to be that new ways of doing business took years or even decades to catch on, giving everyone ample time to ease their way in. That's not so today, when staying competitive requires keeping, as nearly as possible, in lock step with even the most visionary managers. Right-Time Experiences looks at four new technologies that executives and managers need to begin utilizing: mobile tech, cloud computing, big data, and analytics. These tools increase margins by creating deeper engagement with stakeholders, creating win-win scenarios that lead to business success. What makes this book unique is the eponymous concept of right-time experiences, which brings new technologies into focus in one easily understandable framework. Thanks to near-universal adoption of mobile devices and ubiquitous network connections, businesses have access to consumers and decision makers anywhere and everywhere they go. Right-Time Experiences is about making the best possible use of that access, providing customers, prospects, and employees with exactly what they need, exactly when they need it. This is an idea that should inspire and motivate, rather than overwhelm, leaders of organizations of all types and sizes. Maribel Lopez doesn't use scare tactics to convince readers to adopt new technologies. Instead, she demonstrates the clear logic behind mobile technologies and their effective use, showing that things really are better this way. Right-Time Experiences also contains a clear three-step plan for transitioning to this new world at a reasonable pace. An electronic action checklist eases the shift even more, guiding readers through building efficiencies, improving processes, and, ultimately, transforming business with new offerings and a new outlook. The market leaders are going high-tech because it works. Right-Time Experiences will enable all leaders to keep up.
HARNESS NEW TECHNOLOGIES TO CREATE MEANINGFUL ENGAGEMENT WITH STAKEHOLDERS The innovations that are currently transforming business—mobile, big data, analytics, and cloud computing—have caught on like wildfire because they create win-win scenarios. Right-Time Experiences shows you how to use new technologies to better understand your customers, prospects, and employees so you can better meet their needs. The countless real-world examples in this book show that healthy stakeholder relationships translate to healthy balance sheets. A massive market transition is already upon us. As a business leader, you need to understand these changes so you can begin building the best possible experience for your market. Written by one of the leading experts on the future of technology in business, Right-Time Experiences will clear away any confusion and inspire you with a clear way forward into the new world of business. Better products, services, and business processes, along with higher profitability, are the rewards that await you at the end of this journey. You'll learn about new tech-enabled workflows, services, and communications and how they're changing everything in every industry. Right-Time Experiences will put you inside the mind of the tech-savvy consumer and show you how new technologies can empower employees to exceed their goals. A primer on big data will give you ideas for overcoming data challenges and discovering new market insights. And most importantly, a three-step action framework answers the million-dollar question: How do I get started?
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