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...
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 ...
ServerClient
wsj.com/wtk:
XXXXX
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        ...
An independence movement    is already happening  In health care, EMR, PHR, QS, self-hacking  In politics and governance t...
Provide tools that make customers      independent of vendors and  better able to engage with vendors.Create instruments o...
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 ...
Get full use value from your digital assets.                 pde.cc
Free customerswill prove more valuable    than captive ones.
ProjectVRM.orgCustomerCommons.org        #vrm
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
2012 03 13_sxsw-slides
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2012 03 13_sxsw-slides

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Slide deck from the talk titled "Are free customers more valuable than captive ones?" The session description at SXSW: http://schedule.sxsw.com/2012/events/event_IAP13611

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  • Why ask this question? Because the default answer for sellers is no. You see, the cards are stacked against you. I mean that literally. These cards here.
  • we ’ ve had slaves less time than we ’ ve had captive customers
  • I shop at Shaws for three things: Cholula hot sauce, La Brea bread, and Jimmy Dean pork sausage. But I buy other stuff too when I ’ m there. And, because I shop there some of the time, aI have one of these. then, when I ’ m ready to check out, I meet one of these:
  • A self-checkout thing. What you go through here looks like this. (story) Now, the weird thing is, they think they ’ re actually targeting me with this.
  • I shop at Shaws for three things: Cholula hot sauce, La Brea bread, and Jimmy Dean pork sausage. But I buy other stuff too when I ’ m there. And, because I shop there some of the time, aI have one of these. then, when I ’ m ready to check out, I meet one of these:
  • 2012 03 13_sxsw-slides

    1. Are free customers more valuable than captive ones? #vrm
    2. Two wrong things One right thing
    3. Wrong Thing #1• “Sales are great!• We just closed our second round of financing for 25 million dollars.”
    4. 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.
    5. Wrong thing #2
    6. `
    7. BIG DATA
    8. Wrong thing #2• Avoiding customers• — and treating them like cattle or worse.• Especially on the Web,• which you’d think would liberate us instead.
    9. ServerClient
    10. wsj.com/wtk:
    11. XXXXX
    12. One right thing:Loving customers.Meaning: letting them lead, and not just follow.
    13. 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
    14. 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
    15. Provide tools that make customers independent of vendors and better able to engage with vendors.Create instruments of personal intention.
    16. With VRM,the customer drives.
    17. Run your own personal cloud.• Keep your data in your own locker, vault or store.• Put it to use your own way.
    18. Program the way yourcloud interacts on the Live Web.
    19. 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.”
    20. Get full use value from your digital assets. pde.cc
    21. Free customerswill prove more valuable than captive ones.
    22. ProjectVRM.orgCustomerCommons.org #vrm

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