2012 03 13_sxsw-slides

Are free customers more valuable than captive ones? #vrm

Two wrong things One right thing

Wrong Thing #1• “Sales are great!• We just closed our second round of financing for 25 million dollars.”

Every business has two markets: 1. For its goods and services 2. For itselfWhen #2 overruns #1, you get a mania, a bubble, or both.

Wrong thing #2

BIG DATA

Wrong thing #2• Avoiding customers• — and treating them like cattle or worse.• Especially on the Web,• which you’d think would liberate us instead.

ServerClient

wsj.com/wtk:

One right thing:Loving customers.Meaning: letting them lead, and not just follow.

One store that doesn’t ranch customers: No gimmicks No advertising No loyalty cards No discounts Don’t do retail trade shows Never say “consumer” Marketing = talking with customers

An independence movement is already happening In health care, EMR, PHR, QS, self-hacking In politics and governance through #occupy and much else Rise in concern about privacy, tracking VRM: Vendor Relationship Management

Provide tools that make customers independent of vendors and better able to engage with vendors.Create instruments of personal intention.

With VRM,the customer drives.

Run your own personal cloud.• Keep your data in your own locker, vault or store.• Put it to use your own way.

Program the way yourcloud interacts on the Live Web.

Set your own terms of service.e.g.:“Don’t track me outside your site or service.”“Give me my data in a usable form I specify.”“Wipe my data when I say so.”“Here’s my fourth party, who represents me.”“Here’s my trust network.”

Get full use value from your digital assets. pde.cc

Free customerswill prove more valuable than captive ones.

ProjectVRM.orgCustomerCommons.org #vrm

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2012 03 13_sxsw-slides

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2012 03 13_sxsw-slides Presentation Transcript