Vrm - A different perspective to be really customer-centric

REALLY TO BE CUSTOMER-CENTRIC

YOU MUST CHANGE PERSPECTIVE

Here we are, but what’s next?

CRM

ERP BPM

SCRM

E2.0

SOCIAL

BUSINESS

?

Time

Customer

centricity

today

Do you know this man?

“Markets are conversations”

Doc Searls

But what do companies think?

Captive-markets and customers are the

best and most profitable ones Even in a social “whatever“ world?

Yep, Django

Attention economy is an approach to the management of information that treats human attention as

a 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 intention

Intention economy is an approach to viewing markets and economies focusing on buyers as a scarce

commodity. 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 by

tools that provide customers with both independence from vendors and

better 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 with

vendors as independent actors.

1. VRM tools are personal. 1. Provide tools for individuals to manage

relationships with organizations.

Here comes the Vendor Relationship Management

VRM is the customer-side counterpart of CRM. VRM tools provide customers with the means to bear their side of the

relationship burden. They relieve CRM of the perceived need to "capture," "acquire," "lock in," "manage," and otherwise

employ the language and thinking of slave-owners when dealing with customers. With VRM operating on the customer's side,

CRM systems will no longer be alone in trying to improve the ways companies relate to customers. Customers will be also be

involved, as fully empowered participants, rather than as captive followers.

Principles Goals Tools

http://cyber.law.harvard.edu/projectvrm/Main_Page

2. Customers must be the points of

integration for their own data.

3. Customers must have control of data they

generate and gather. This means they

must be able to share data selectively and

voluntarily.

4. Customers must be able to assert their

own terms of engagement.

5. Customers must be free to express their

demands and intentions outside of any one

company's control.

2. Make individuals the collection centers for

their own data.

3. Give individuals the ability to share data

selectively.

4. Give individuals the ability to control how

their data is used by others.

5. Give individuals the ability to assert their

own terms of service.

6. Give individuals means for expressing

demand in the open market.

7. Make individuals platforms for business by

opening the market to trust brokers.

8. Base relationship-managing tools on open

standards and open APIs (application

program 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 data

Verified by

Official Agencies Verified by

Social Connections Verified by

Relationships

Preferences Social Identity Official Identity

By 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 marketplace

Where brokers will change from a classic supply-side based model…

Supplier

Third party

We need a new multi-sided marketplace

…to a demand-side based model

Acquirer

Fourth party

We need a new ecosystem for all these elements

Adds-on

Apps

Owner data

PDS

Pro

ducts

Devices S

erv

ices

PIM

So, then

We can all connect now, more easily than ever. We can make our intentions known

personally and in ways that can cause and sustain genuine relationships. And, where no

relationship is required, we can connect, do business, and move on, with less cost and

hassle than ever.

The Attention Economy will persist, because the rationales for it won’t go away and were

never wrong. The Intention Economy wil grow because that’s where the money is. And the

love, too.

We’re in this thing together, and it’s bigger than any of us. If we keep it that way, it’ll be

good for anybody.

Doc Searls ”

“

Which are the main VRM projects/applications?

Customer

VRM cockpit

Main VRM projects around

Professor of Marketing and Service

Systems at Warwick Manufacturing Group

(WMG), University of Warwick, and the

Director of the International Institute of

Product and Service Innovation (IIPSI)

An expert on CRM, data quality, data

governance, business case development

around CRM, customer-centricity.

A journalist, columnist, blogger, a fellow

at the Center for Information Technology

& Society at the UC Santa Barbara, and

an alumnus fellow of Berkman Center for

Internet & Society at Harvard University

Irene Ng (PI) Doc Searls

Iain Henderson

Enable individuals to own and control a repository of their own personal data by creating a physical digital data vault

The HAT act as an electronic trust broker between the HAT’s personal data owner and service and product suppliers

An interesting project example

Hub-of-All-Things

http://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 designed

1

3

Create a multi-sided market platform for connected services and products through a hub powered by the internet-of-things 2

The products and services have to adhere to a HAT-certified privacy and security infrastructure policy and a ‘no-export’ rule

Certification will be part of the H.A.T project team so it will probably set up a foundation to preserve observance of policies

4

5 6

5

VRM CRM

ERP BPM

SCRM

E2.0

At which step VRM technology is?

Innovator Early adopter Early majority Late majority Laggard

Examples of Personal Info Management and Data Store

http://mydex.org/

https://www.personal.com/

https://www.trustfabric.com/

Examples of a true Invertising

http://prizzm.com/

https://azigo.com

The word “Invertising” is a trademark of Paolo Iabichino

®

A practical case of PIM and PDS usage

Trust Fabric Introduction video

http://www.youtube.com/watch?v=UcCyto8y39U

And maybe next…

Kynetx Personal Event Network

http://www.youtube.com/watch?v=Zkjae90ZZ7M

Thanks for your attention