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

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 itself
When #2 overruns #1, you get a mania, a
bubble, or both.

5. Wrong thing #2

16. `

17. BIG DATA

21. Wrong thing #2
• Avoiding customers
• — and treating them like cattle or
worse.
• Especially on the Web,
• which you’d think would liberate us
instead.

22. Server
Client

23. wsj.com/wtk:

26. X
X
X
X
X

27. One right thing:
Loving customers.
Meaning: letting them lead, and not just follow.

28. 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

29. 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

31. Provide tools that make customers
independent of vendors and
better able to engage with vendors.
Create instruments of personal intention.

32. With VRM,
the customer drives.

33. Run your own
personal cloud.
• Keep your data in your own locker, vault or store.
• Put it to use your own way.

34. Program the way your
cloud interacts on the
Live Web.

36. 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.”

37. Get full use value from
your digital assets.
pde.cc

38. Free customers
will prove more valuable
than captive ones.

40. ProjectVRM.org
CustomerCommons.org
#vrm