The Machine Age of Customer Insight, reviewed

We look at this interesting book which takes us onto a deep dive into what is coming very soon in the future in terms of business, work and how it is performed. The book was published in March 2021 and is available from Amazon here.

The Machine Age of Customer Insight, reviewed

This is a good, if slightly chilling book. Machine learning insights could really change things very quickly. Once again the movie Minority Report, based upon yet another prescient story by Philip K Dick has been considered to be a road map rather than a work of fiction. In many ways, more and more elements of that film, almost two decades ago, have flagged what is now more than merely theoretically possible. On one had it is still humans to selling to humans, but in many ways it is not really at all, as machine learning takes over more and more of the nuts and bolts inbetween.

This book narrowly escapes being only an academic treatise. Each chapter starts in a nearly deadly dull way, with a few lines of text, and several paragraphs of authorial footnotes. This is not a user friendly way to begin each chapter and could have been handled in a much more readable way. That grumble to one side, the content of each chapter remains readable and accessible to a wider audience. In this way it becomes relevant and useful. A really power primer of the shape of things to come.

More about the book

We are living in a new machine age offering unique opportunities, particularly for generating customer insights, which is radically transforming the way business value is created. Across industries, players are affected by the pace of progress of machine learning tools, novel technologies, and the abundance of data. These developments require mastering new capabilities.

The Machine Age of Customer Insight explains the transformation of customer insights and demonstrates the growing impact of machine learning. Thought leaders from renowned universities in the US and Europe as well as from different industries provide a comprehensive overview. Addressing both academics and practitioners, they discuss the transformation, cutting edge tools, and success factors to thrive in the new age.

The book shows how machine learning helps to understand customers better and faster. It supports everyone who considers the machine age a great opportunity to gain a competitive advantage by transforming customer insights into business value.

About the Authors

Martin Einhorn is Director of Customer Evaluation and Analytics at Porsche and lecturer at Sigmund Freud University Vienna.

Michael Löffler is Vice President for Sales Planning and Strategy at Porsche, leading several departments responsible for sales and marketing strategy, worldwide training, organizational development, and innovation.

Emanuel de Bellis is Assistant Professor of Marketing at the University of Lausanne. His research explores how consumers perceive and use autonomous products and other AI-based technologies.

Andreas Herrmann is Director for Marketing and Research Methods at the Institute for Customer Insight at the University of St. Gallen and Visiting Professor at the London School of Political Science.<

Pia Burghartz is a PhD candidate and research associate at the Institute for Customer Insight at the University of St. Gallen. Her research deals with consumers’ acceptance of autonomous driving and shared mobility.

Publisher : Emerald Publishing March 15, 2021
Language : English
Paperback : 256 pages
ISBN-10 : 1839096977
ISBN-13 : 978-1839096976

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