conversations between customers and vendors
TRANSCRIPT
Conversations between customers & vendorsa new approach to relationship management in Tourism
Diogo [email protected]
Turismo e Tecnologia: novos desafios, novas soluçõesCentro de Congressos da Alfandega29 de Novembro de 2011
firsta bit about us
DRI, portuguese company, est. 1999
Offices in Portugal and Spain
Denmark and Norway in 2012
Projects in Portugal, Angola, Spain, Italy, USA, UK and South Korea
ESA founder and SugarCRM Partner
All sorts of CRM and SocialCRM applications
Online Communities and Social Networks
Collaborative Intranets and Knowledge Portals
We have done lots of projects
So we know a thing or two about CustomerEngagement
All great, but...
we like to think beyond tomorrow
First
CRM is not Dead
And Social CRMis getting started
there is still much to learn & improve
but some issues emerge
information in silos
Privacyconcerns
Decisionsare complicated
Who and Whatto trust
we are shifting from this
In to…
I need
But we need to go one step
Further
Markets are conersations.
Cluetrain Manifesto
People in networked markets have figured out that they get far better information and support om one another than om vendors.
Cluetrain Manifesto
more than API’s andinteroperability
A new approach to conversations between
Customers and Vendors
Vendor RelationshipManagementEnabling buyers and sellers to build mutually beneficial relationships
VRM tools provide customers with both
independence from vendors and better
ways of engaging with vendors
VRM Principles
VRM is the customer side of CRM
Free customers are more valuable than captive ones
VRM Principles
But to be free,customers must
enter relationships with vendors as independent actors.
be the points of integration for their own data.
have control of data they generate and gather.
be able to assert their own terms of engagement.
be free to express their demands and intentions outside of any one company's control.
No more information silos
Are personal.
Help customers express intent.
Help customers engage.
Help customers manage.
Are substitutable.
VRM tools
They are your real value. Give them control
We are not seats or eyeballs or end users or consumers. We are human beings—and our reach exceeds your grasp.
Deal with it.
Cluetrain Manifesto
VRM and Tourism
vrm, tacitly, has always been around
customers talk
more tools - facebook, google+, tripit
vrm is fast and unstructured
VRM and Tourism
new patterns will emerge
standards for information logging by vendors
standards for information search by customers
VRM and Tourism
a platform between
customers & vendors
lots of data will become available
real time info about demand and supply + feedback
the challenges
who will be able to cope?
available as a service?
available as a platform (not owned by a vendor)?
the challenges
more data => more niches
small players will be able to step in and service many customers
long tail models
the opportunities
We like this new marketplace much better. In fact, we are creating it.
Cluetrain Manifesto
Thank you
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Image Credits