Vrm - A different perspective to be really customer-centricPresentation Transcript
REALLYTO BE CUSTOMER-CENTRICYOU MUST CHANGE PERSPECTIVE
Here we are, but what’s next?CRMERPBPMSCRME2.0SOCIALBUSINESS?TimeCustomercentricitytoday
Do you know this man?“Markets are conversations”Doc Searls
But what do companies think?Captive-markets and customers are thebest and most profitable onesEven in a social “whatever“ world?Yep, Django
Attention economy is an approach to the management of information that treats human attention asa scarce commodity, and applies economic theory to solve various information management problems.It’s an issue between attention…
It’s an issue between attention…
A free customer is more valuable than a captive one…and intentionIntention economy is an approach to viewing markets and economies focusing on buyers as a scarcecommodity.The consumers intent to buy drives the offering of goods to meet their specific needs.
What if there were a new category of business activity made possible bytools that provide customers with both independence from vendors andbetter means for engaging with vendors?Are you ready for a perspective shift?Who knows better than a buyer how much money he has at his disposal?Who knows better than a buyer how much info he wants to make available in a transition?Who knows better than a buyer what, how and when he needs?
1. Customers must enter relationships withvendors as independent actors.1. VRM tools are personal.1. Provide tools for individuals to managerelationships with organizations.Here comes the Vendor Relationship ManagementVRM is the customer-side counterpart of CRM. VRM tools provide customers with the means to bear their side of therelationship burden. They relieve CRM of the perceived need to "capture," "acquire," "lock in," "manage," and otherwiseemploy the language and thinking of slave-owners when dealing with customers. With VRM operating on the customers side,CRM systems will no longer be alone in trying to improve the ways companies relate to customers. Customers will be also beinvolved, as fully empowered participants, rather than as captive followers.Principles Goals Toolshttp://cyber.law.harvard.edu/projectvrm/Main_Page2. Customers must be the points ofintegration for their own data.3. Customers must have control of data theygenerate and gather.This means theymust be able to share data selectively andvoluntarily.4. Customers must be able to assert theirown terms of engagement.5. Customers must be free to express theirdemands and intentions outside of any onecompanys control.2. Make individuals the collection centers fortheir own data.3. Give individuals the ability to share dataselectively.4. Give individuals the ability to control howtheir data is used by others.5. Give individuals the ability to assert theirown terms of service.6. Give individuals means for expressingdemand in the open market.7. Make individuals platforms for business byopening the market to trust brokers.8. Base relationship-managing tools on openstandards and open APIs (applicationprogram interfaces).2. VRM tools help customers express intent.3. VRM tools help customers engage.4. VRM tools help customers manage.5. VRM tools are substitutable.
We need real ownership of our dataVerified byOfficial AgenciesVerified bySocial ConnectionsVerified byRelationshipsPreferencesSocial IdentityOfficial IdentityBy courtesy of Tara ‘missrogue’ Hunt
Mobility and portability will be a “condicio sine qua non ”We need devices to use data and interact with the world
We need a new multi-sided marketplaceWhere brokers will change from a classic supply-side based model…SupplierThird party
We need a new multi-sided marketplace…to a demand-side based modelAcquirerFourth party
We need a new ecosystem for all these elementsAdds-onAppsOwner dataPDSProductsDevicesServicesPIM
So, thenWe can all connect now, more easily than ever. We can make our intentions knownpersonally and in ways that can cause and sustain genuine relationships. And, where norelationship is required, we can connect, do business, and move on, with less cost andhassle than ever.The Attention Economy will persist, because the rationales for it won’t go away and werenever wrong. The Intention Economy wil grow because that’s where the money is. And thelove, too.We’re in this thing together, and it’s bigger than any of us. If we keep it that way, it’ll begood for anybody.Doc Searls”“
Which are the main VRM projects/applications?CustomerVRM cockpit
Main VRM projects aroundProfessor of Marketing and ServiceSystems at Warwick Manufacturing Group(WMG), University of Warwick, and theDirector of the International Institute ofProduct and Service Innovation (IIPSI)An expert on CRM, data quality, datagovernance, business case developmentaround CRM, customer-centricity.A journalist, columnist, blogger, a fellowat the Center for Information Technology& Society at the UC Santa Barbara, andan alumnus fellow of Berkman Center forInternet & Society at Harvard UniversityIrene Ng (PI)Doc SearlsIain Henderson
Enable individuals to own and control a repository of their own personal data by creating a physical digital data vaultThe HAT act as an electronic trust broker between the HAT’s personal data owner and service and product suppliersAn interesting project exampleHub-of-All-Thingshttp://hubofallthings.wordpress.com/what-is-the-h-a-t/A service-dominant logic approach is taken to give insights into value creation and inform what offerings could be designed13Create a multi-sided market platform for connected services and products through a hub powered by the internet-of-things2The products and services have to adhere to a HAT-certified privacy and security infrastructure policy and a ‘no-export’ ruleCertification will be part of the H.A.T project team so it will probably set up a foundation to preserve observance of policies4565
VRM CRMERPBPMSCRME2.0At which step VRM technology is?Innovator Early adopter Early majority Late majority Laggard
Examples of Personal Info Management and Data Storehttp://mydex.org/https://www.personal.com/https://www.trustfabric.com/
Examples of a true Invertisinghttp://prizzm.com/https://azigo.comThe word “Invertising” is a trademark of Paolo Iabichino®
A practical case of PIM and PDS usageTrust Fabric Introduction videohttp://www.youtube.com/watch?v=UcCyto8y39U
And maybe next…Kynetx Personal Event Networkhttp://www.youtube.com/watch?v=Zkjae90ZZ7M