Vendor Relationship Management is more than a buzzword. Find out how Red Ark's new shopper marketing tool, MygoodEbox, can help drive drive sales by putting the shopper in charge

1. MygoodEboxTM
Because free customers are more valuable than captive ones
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3. And the customer experience?
Choosing among AT&T, Sprint, T-Mobile and Verizon for
your new smartphone is like choosing where you’d like to
live under house arrest.
It’s why marketers still talk about customers as “targets”
they can “acquire”… and “lock in as if they were cattle.
Doc Searls is the author of "The Intention Economy: When
Customers Take Charge" (Harvard Business Review Press). He
also runs ProjectVRM at the Berkman Center for Internet and
Society at Harvard University.
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8. VRM turns CRM and big data on their heads
• Vendor Relationship Management tools provide customers with the means
to bear their side of the relationship burden.
• 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.
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9. So how does VRM work?
Vendor Relationship Management is based on the belief that free customers
are more valuable than captive ones — to themselves, to vendors, and to the
larger economy. To be free:
• Customers must enter relationships with vendors as independent actors.
• Customers must be the points of integration for their own data.
• Customers must have control of data they generate and gather. This
means they must be able to share data selectively and voluntarily.
• Customers must be able to assert their own terms of engagement.
• Customers must be free to express their demands and intentions
outside of any one company's control.
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