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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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Are free customers
more valuablethan 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 businesshas two markets:
1. For its goods and services
2. For itself
When #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.
Client
Server
wsj.com/wtk:
X
X
X
X
X
One right thing:
Loving customers.
Meaning: letting them lead, and not just follow.
One store that doesn’t
ranch customers:No gimmicksNo advertisingNo loyalty cardsNo discountsDon’t do retail trade showsNever say “consumer”Marketing = talking with customers
An independence movement is already
happeningIn 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 ownpersonal cloud.
•Keep your data in your own locker, vault or store.
•Put it to use your own way.
Program the way your cloud
interacts on the Live Web.
Set your ownterms 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