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