2012 03 13_sxsw-slides
DESCRIPTION
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_IAP13611TRANSCRIPT
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Are free customers
more valuablethan captive
ones?
#vrm
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Two wrong things
One right thing
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Wrong Thing #1
•“Sales are great!
•We just closed our second round of financing for 25 million dollars.”
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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.
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Wrong thing #2
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`
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BIG DATA
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Wrong thing #2•Avoiding customers
•— and treating them like cattle or worse.
•Especially on the Web,
•which you’d think would liberate us instead.
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Client
Server
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wsj.com/wtk:
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X
X
X
X
X
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One right thing:
Loving customers.
Meaning: letting them lead, and not just follow.
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One store that doesn’t
ranch customers:No gimmicksNo advertisingNo loyalty cardsNo discountsDon’t do retail trade showsNever say “consumer”Marketing = talking with customers
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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
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Provide tools that make customers
independent of vendors and
better able to engage with vendors.
Create instruments of personal intention.
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With VRM,the customer
drives.
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Run your ownpersonal cloud.
•Keep your data in your own locker, vault or store.
•Put it to use your own way.
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Program the way your cloud
interacts on the Live Web.
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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.”
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Get full use value from your digital
assets.
pde.cc
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Free customerswill prove more
valuable than captive ones.
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ProjectVRM.orgCustomerCommons.
org#vrm