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CRM and VRM:Towards an Inclusive Data Strategy
for Individuals and Businesses
Doc Searls (@dsearls)6 April 2011 • SugarCon •
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FREEDOM
LIBERTYINDEPENDENCE
LOVE
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Can CRM be about LOVE?
Hey, CRM has the word RELATIONSHIP in it.
Why the hell not?
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If we love customers why do we“target”
“acquire”
“control”
“retain”
“manage”
“lock in” and
“own” them?
This is the language of what?
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Where is the love here?
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Where is the customer here?
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A focus is not a presence.
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Yes, we can get social.
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Here’s a simpler view:
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What if all this stuffis a bubble?
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And what about these people?
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They’re social,
but they don’t use social
media.
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Two problems/opportunities here:
1) “Social” is very 2010.
The next wave is personal. Really personal.
2) It’s not “Web 3.0 or X.0”
because the way we use the Web doesn’t support it.
In fact, it keeps us locked in command-and-control mode.
We can work around that.11
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How do we geta full shift in power?
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Here’s one super-empowered customer:
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Super-empowered customerswant a few simple things:
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FREEDOM
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LIBERTYINDEPENDENCE
LOVE
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Laurence Buchanan says,
Ah, but there is a problem.
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The Force in CRM is the voice of the customer.
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Let’s go back to whatCluetrain said in 1999.
Not just “markets are conversations.”
Rather, this:
we are not seats or eyeballs or end users or consumers. we are
human beings and our reach exceeds your grasp. deal with it.
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The problem is, none of ushas one of these:
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“deal with it” is not an option without one.
But, we’re building one.
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Social media do help…
But they aren’t X-wing fighters.
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Customers need their ownX-wing fighters. And much more.
Vehicles of their own. Tools of their own.
And new ways of engaging CRM
rather than just fighting it.
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In our way is a problemcalled client-server.
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Server
Client Client Client Client Client Client Billions more
The Net is end-to-end and peer-to-peer.
But the Web is submissive-dominant.
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Now think of client-serveras this kind of relationship:
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Client
Server
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In the Web marketplace,it looks like this:
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
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Each company has its own setof cow-calf relationships:
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
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CRM (and everybody) remains stuck inside the calf-cow model:
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
Server
Client Client Client Client Client Client Billions more
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Online, customers have no more power than sellers give them.
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So, VRM.
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VRM is a counterpart of CRM.
VRMCRM
It handles the customer’s side of relationships.It provides ways for customers to bear their side
of the relationship burden.It gets CRM off the ranch and into the frontier.
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It started with ProjectVRMat Harvard’s Berkman Center in 2007
There are now dozens of development projects
And the results are coming to market.
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With VRM, the individual is the point of integration for his or her own data.
… and the point of origination for what’s done with it.
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Here is someof what VRM will do.
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Write and execute codeoutside client-server
This is what Kynetx does.
With open source on the SugarCRM model.34
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Give customers control of data:
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0% 100%
Depth of customer data
Degree of customer control
0%
100%
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Give customers their own tools of engagement with sellers.
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Including the ability to assert demand and name prices and other terms.
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Add new forms of signaling.Such as: r-buttons:
The red button on the site’s side is a signal that says,
“We’re open to dealing with you on your terms.”
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Issue a “personal RFP” to whole markets, on the fly.
For example, send a message saying you need a 200w 220->110 converter
in Amsterdam on a Sunday afternoonScott Adams calls this “broadcast shopping.”
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Do self trackingand personal informatics
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Develop 4th parties,to assist demand.
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So, for example, with hotels…
Fourth parties can represent, intermediate, or otherwise help out.
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Open Source Personal Data Stores/Lockers/Clouds:
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More VRM development projects:
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VRM businesses:
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Companies and projects talking VRM in the last 2 weeks:
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Tweeting panelists:
Me: @dsearls
Dan Miller: @dnm54
Drummond Reed: @DrummondReed
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0% 100%
Depth of customer data
Degree of customer control
0%
100%