RFID: Improving the Customer Experience

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9780980174533: RFID: Improving the Customer Experience
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There's no question that the customer should be king these days, but many companies have trouble finding ways to improve the customer experience. Author Mickey Brazeal says one solution is new and expanded uses of RFID (radio frequency identification). From product and food safety to cutting the costs of health care and bringing point of sale to the shopping cart, Brazeal explains how RFID will improve the customer experience, while introducing efficiencies to the marketplace.

Think about what would happen if a customer looking for a certain size and style in the apparel store could instantly know whether it was available and where it was in the store. Think of how reassured customers could be if they knew exactly where their vegetables and meat came from and whether they had been adequately temperature controlled on the way. Think of how much hospitals could save if, instead of duplicating equipment like wheelchairs, staff just knew the location and availability of every one they already own. Think how much more material could be kept out of landfills if it was easier to sort and reuse materials. These are just a few of the uses of RFID that Brazeal describes.

Brazeal tackles the subject of privacy head on with a chapter that discusses how companies can use RFID to benefit customers while still respecting their privacy.

The future of RFID is limitless. With many examples and "what ifs," Brazeal challenges his readers to think about how RFID can improve the customer experience in countless ways.

The book includes an appendix to help the uninitiated learn how RFID works and a detailed bibliography for further reading.

Table of Contents
Chapter 1: Introduction-A Search Engine for Things
Chapter 2: RFID and Relationship Marketing
Chapter 3: Customer Relationship Management with RFID
Chapter 4: CRM 2.0 is Customer Experience Management
Chapter 5: Personal Identification and Privacy
Chapter 6: Asset Tracking Creates New Business Media
Chapter 7: RFID and the Retail Experience
Chapter 8: RFID and the Greening of the Customer Experience
Chapter 9: RFID Authentication and Product Safety
Chapter 10: Admission, Permission, and Tickets
Chapter 11: RFID in Payment Systems
Chapter 12: RFID and Patient Relationship Management
Appendix: How RFID Works
Index

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About the Author:

Mickey Brazeal is a professor in the Graduate School of Integrated Marketing Communications, at Roosevelt University in Chicago. He was a featured speaker at the 2008 RFID World conference in Las Vegas.

Review:

Think RFID is just for techno-geeks? Think again! RFID is for making your customers love your product, your store, and your service. If you're looking for a way to build a brand into a bond with your buyers, look no further. With clear, energetic writing, dozens of dynamic examples and a refreshing flourish of wit, Mickey Brazeal will open your eyes to a new world of marketing possibilities and go beyond "what if" to "here's how." RFID is a whole new toolkit for marketers: new tactics, new services, new ecological advantages. Show your shopper she matters to you. Get this book and get to work! --Marti Barletta, author of Marketing to Women

This is either a dangerous book, or a dangerous book to ignore. Mickey Brazeal explains how radio frequency identification technology tailors the customer experience at the point of sale to fit each consumer's need. The book offers hundreds of examples, from dozens of companies, including answers on privacy protection and green marketing breakthroughs. If you're serious about personalized relationship marketing, pick up this book and start reading. --Laurie Sullivan, Editor, RFID WORLD, and MediaPost reporter

Customers have changed. They demand more, and they know they can get it at every point of contact. Mickey Brazeal shows how RFID can provide a level of responsiveness that wasn t possible before. It s a tour de force in an area that is more important than is currently understood. You need to know this stuff. --Paul Greenberg, author, CRM at the Speed of Light

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