1. REALLY
TO BE CUSTOMER-CENTRIC
YOU MUST CHANGE PERSPECTIVE

2. Here we are, but what’s next?
CRM
ERP
BPM
SCRM
E2.0
SOCIAL
BUSINESS
?
Time
Customer
centricity
today

3. Do you know this man?
“Markets are conversations”
Doc Searls

4. But what do companies think?
Captive-markets and customers are the
best and most profitable onesEven in a social “whatever“ world?
Yep, Django

5. Attention economy is an approach to the management of information that treats human attention as
a scarce commodity, and applies economic theory to solve various information management problems.
It’s an issue between attention…

6. It’s an issue between attention…

7. A free customer is more valuable than a captive one
…and intention
Intention economy is an approach to viewing markets and economies focusing on buyers as a scarce
commodity.The consumers' intent to buy drives the offering of goods to meet their specific needs.

8. What if there were a new category of business activity made possible by
tools that provide customers with both independence from vendors and
better means for engaging with vendors?
Are you ready for a perspective shift?
Who knows better than a buyer how much money he has at his disposal?
Who knows better than a buyer how much info he wants to make available in a transition?
Who knows better than a buyer what, how and when he needs?

9. 1. Customers must enter relationships with
vendors as independent actors.
1. VRM tools are personal.1. Provide tools for individuals to manage
relationships with organizations.
Here comes the Vendor Relationship Management
VRM is the customer-side counterpart of CRM. VRM tools provide customers with the means to bear their side of the
relationship burden. They relieve CRM of the perceived need to "capture," "acquire," "lock in," "manage," and otherwise
employ the language and thinking of slave-owners when dealing with customers. With VRM operating on the customer's side,
CRM systems will no longer be alone in trying to improve the ways companies relate to customers. Customers will be also be
involved, as fully empowered participants, rather than as captive followers.
Principles Goals Tools
http://cyber.law.harvard.edu/projectvrm/Main_Page
2. Customers must be the points of
integration for their own data.
3. Customers must have control of data they
generate and gather.This means they
must be able to share data selectively and
voluntarily.
4. Customers must be able to assert their
own terms of engagement.
5. Customers must be free to express their
demands and intentions outside of any one
company's control.
2. Make individuals the collection centers for
their own data.
3. Give individuals the ability to share data
selectively.
4. Give individuals the ability to control how
their data is used by others.
5. Give individuals the ability to assert their
own terms of service.
6. Give individuals means for expressing
demand in the open market.
7. Make individuals platforms for business by
opening the market to trust brokers.
8. Base relationship-managing tools on open
standards and open APIs (application
program interfaces).
2. VRM tools help customers express intent.
3. VRM tools help customers engage.
4. VRM tools help customers manage.
5. VRM tools are substitutable.

10. We need real ownership of our data
Verified by
Official Agencies
Verified by
Social Connections
Verified by
Relationships
PreferencesSocial IdentityOfficial Identity
By courtesy of Tara ‘missrogue’ Hunt

11. Mobility and portability will be a “condicio sine qua non ”
We need devices to use data and interact with the world

12. We need a new multi-sided marketplace
Where brokers will change from a classic supply-side based model…
Supplier
Third party

13. We need a new multi-sided marketplace
…to a demand-side based model
Acquirer
Fourth party

14. We need a new ecosystem for all these elements
Adds-on
Apps
Owner data
PDS
Products
Devices
Services
PIM

15. So, then
We can all connect now, more easily than ever. We can make our intentions known
personally and in ways that can cause and sustain genuine relationships. And, where no
relationship is required, we can connect, do business, and move on, with less cost and
hassle than ever.
The Attention Economy will persist, because the rationales for it won’t go away and were
never wrong. The Intention Economy wil grow because that’s where the money is. And the
love, too.
We’re in this thing together, and it’s bigger than any of us. If we keep it that way, it’ll be
good for anybody.
Doc Searls
”
“

16. Which are the main VRM projects/applications?
Customer
VRM cockpit

17. Main VRM projects around
Professor of Marketing and Service
Systems at Warwick Manufacturing Group
(WMG), University of Warwick, and the
Director of the International Institute of
Product and Service Innovation (IIPSI)
An expert on CRM, data quality, data
governance, business case development
around CRM, customer-centricity.
A journalist, columnist, blogger, a fellow
at the Center for Information Technology
& Society at the UC Santa Barbara, and
an alumnus fellow of Berkman Center for
Internet & Society at Harvard University
Irene Ng (PI)Doc Searls
Iain Henderson

18. Enable individuals to own and control a repository of their own personal data by creating a physical digital data vault
The HAT act as an electronic trust broker between the HAT’s personal data owner and service and product suppliers
An interesting project example
Hub-of-All-Things
http://hubofallthings.wordpress.com/what-is-the-h-a-t/
A service-dominant logic approach is taken to give insights into value creation and inform what offerings could be designed
1
3
Create a multi-sided market platform for connected services and products through a hub powered by the internet-of-things
2
The products and services have to adhere to a HAT-certified privacy and security infrastructure policy and a ‘no-export’ rule
Certification will be part of the H.A.T project team so it will probably set up a foundation to preserve observance of policies
4
56
5

19. VRM CRM
ERP
BPM
SCRM
E2.0
At which step VRM technology is?
Innovator Early adopter Early majority Late majority Laggard

20. Examples of Personal Info Management and Data Store
http://mydex.org/
https://www.personal.com/
https://www.trustfabric.com/

21. Examples of a true Invertising
http://prizzm.com/
https://azigo.com
The word “Invertising” is a trademark of Paolo Iabichino
®

22. A practical case of PIM and PDS usage
Trust Fabric Introduction video
http://www.youtube.com/watch?v=UcCyto8y39U

23. And maybe next…
Kynetx Personal Event Network
http://www.youtube.com/watch?v=Zkjae90ZZ7M

24. Thanks for your attention