1

On th e I m p or t a n c eof Us e r Ce n t r ic I d e n t it y

for th e Wa y w e d o B u s in e s s

Doc S e a r lsB e r k m a n Ce n te r , Ha r v a r d Un iv e r s ity

2

L e t ’s s a y w e a ll g e t I d e n t it y w or k e d ou t .

F or w h a t is a ll t h is n e c e s s a r y b u t in s u ff ic ie n t ?

3

I t ’s in s u ff ic ie n t to w h a t Clu e t r a in s a id t e n y e a r s

a g o:

- Chris Locke

4

Wh o w e r e th e f ir s t p e r s on s v oic e d h e r e ?

Jakob Nie ls e n: “ You we re coming from

marke ts .“ You s poke in the firs t

pe rs on plural vo ice as cus tome rs .

“ You guys de fe cte d from marke ting, and s ide d with marke ts .”

5

Toff le r s a w m a r k e t in g & m a r k e t s

a s op p os e d , w a y b a c k in 1 9 8 0

F r om The Third Wave :“ ( Th e I n d u s tr ia l A g e ) v iole n t ly s p lit

a p a r t tw o a s p e c t s of ou r liv e s th a t h a d a lw a y s be e n on e … p r od u c t ion a n d c on s u m p t ion …

“ I n s o d oin g , it d r ov e a g ia n t in v is ib le w e d g e in to ou r e c on om y , ou r p s y ch e s …

I t r ip p e d a p a r t th e u n d e r ly in g u n ity of s oc ie ty , c r e a t in g a w a y of life f i lle d w ith e con om ic te n s ion .”

6

Th e s p lit in ou r p s y c h e s w a s b e tw e e n p r od u c e r a n d

c on s u m e rA t w or k w e for g ot

or ig n or e d w h o w e w e r e a t h om e .

S o w e “ t a r g e te d ,” “ c a p tu r e d ” a n d t r ie d to “ ow n ” ou r v e r y s e lv e s . I n c lu d in g ou r s e a t s a n d e y e b a lls .

7

Th e s p lit is a ls o be tw een th e u r g eto im p r is on a n d th e n eed to be fr ee .

We h a v e to s top th in k in g of bu s in e s s a s a w a y to “ c a p tu r e ,” “ ow n ” a n d “ m a n a g e ”

cu s tom e r s .We h a v e to s top th in k in g a bou t lock -in a s

n e ce s s a r y to m a n a g in g “ r e la t ion s h ip s .”

8

Wh a t d oe s id e n t it y h a v e to d o w ith in d e p e n d e n c e ?

Noth in g , u n le s s w e u s e it to b u ild th e op p os it e of a p r is on .

Th a t is , a r e a l p u b lic m a r k e tp la c e .Not ju s t a b ig g e r /b e t te r c olle c t ion of p r iv a te on e s .

9

I n d e p e n d e n c e is n ’t a b ou t “ p ow e r ” .

A s Ne o s a id to t h e a r c h it e c t ,I t ’s a b ou t c h oic e .

1 0

Th e c u s tom e r n e e d s to b eth e P oin t of I n t e g r a t ion

M a k in g th e c u s tom e r th e p oin t of in te g r a t ionWill g iv e CR M s y s te m s s om e th in g r e a l to

r e la te to.

1 1

We n o lon g e r ju s t c on s u m e .

We p r od u c e . A n d c o-p r od u c e .

“ Ca p t iv e m a r k e ts ” a r e obs ole te .S h a r e d in te llig e n ce is fa r m or e p ow e r fu l a n d

c r e a t iv e th a n c a p t iv e e y e ba lls .A n e w e con om y w ill g r ow a r ou n d v olu n ta r y

r e la t ion s h ip s be tw e e n bu y e r s a n d s e lle r s .

1 2

Cu s tom e r R e la t ion s h p M a n a g e m e n t ( CR M ) is

d e lu s ion a l.

CR M d oe s n ’t a c tu a lly r e la t e .I t t a lk s t o i t s e lf .

Y ou ’r e s t i ll a t a r g e t . A w a lle t w ith e y e b a lls .

1 3

Wh a t w e n e e d is V R M :V e n d or R e la t ion s h ip

M a n a g e m e n t .

With V R M , w e g e t to m a n a g e ou r r e la t ion s h ip s w ith v e n d or s .We g e t to s e t ou r te r m s .

We g e t to h e lp v e n d or s in w a y s CR M s y s te m s cu r r e n t ly p r e v e n t .

We g e t to h e lp CR M a c tu a lly re late for a ch a n g e .

S om e e x a m p le s …

1 4

I s h ou ld be a b le to in qu ir e a n d r e la te to m a r k e t s , on th e f ly .

F or e x a m p le , s a y I w a n t to bu y a s t r olle r for tw in s in th e n e x t 2 h r s in 8 0 5 3 8 M ü n ch e n .

— w ith ou t g oin g in to a s ilo, or g iv in g a n y m or e th a n th e r e qu ir e d in for m a t ion …

— w h ich m a in ly con s is t s of be in g t r u s tw or th y a n d h a v in g m on e y to s p e n d .

1 5

I s h ou ld b e a b le to e x p r e s s g lob a l ( a n d log ic a l) p r e fe r e n c e s ou t s id e of

a n y on e ’s s i lo.

F or e x a m p le , I F I a m c a llin g for te ch

s u p p or t ,THE N I d on ’t w a n t to h e a r a

c om m e r c ia l m e s s a g e .A ND I a m w illin g to p a y $ X

to r e a ch a h u m a n in <6 0 s e con d s .

1 6

I s h ou ld b e a b le to m a n a g e

m y ow n h e a lth c a r e d a t a .

I n s t e a d of r is k in g m y li fe w h e n I f i ll ou t m a n u a l for m s w ith n a m e s of

d is e a s e s I d on ’t k n ow h ow to s p e ll.

1 7

S o w e ’r e w or k in g on th a t .

We ’r e a B e r k m a n p r oje c t , a n d a n in te r n a t ion a l com m u n ity of d e v e lop e r s a n d oth e r in te r e s te d

p a r t ie s .A n d w e ’r e w or k in g on s tu ff a lr e a d y .

F or e x a m p le …

1 8

V R M is t h e c u s tom e r ’s R M , for v e n d or s .

Not o f v e n d or s . K e y d if fe r e n c e .

I t ’s w h a t h u m a n iz e s s e lle r s A ND bu y e r s .I t ’s w h a t tu r n s F or t B u s in e s s in to w h a te v e r

w or k s be t te r in r e a l m a r k e ts …Wh e r e s e lle r s a n d bu y e r s a r e both h u m a n .

A g a in .

CRM VRM

1 9

S a y h i to t h e relbutton :

I t s a y s ,“ I w a n t to p a y …

w h a t I w a n t .” A n d /or ,“ I w a n t to r e la te …

on my t e r m s …a n d n ot ju s t y ou r s .”

“ Th is is m y cod e ’s w a yof le t t in g y ou r cod e k n ow

th a t .E v e n if y ou ’r e n ot lis te n in g .

Y e t .”

2 0

Th e r e lbu t ton r ep r e s en t s fou r c u s tom er -c en tr ic ( a n d -d r iv en )

in ten t ion s .

• I n t e n t ion to b u y — w h a t I w a n t , on m y t e r m s , a s w e ll a s y ou r s .

• I n t e n t ion to s e ll — on c u s tom e r s ’ t e r m s , a s w e ll a s ou r s .

• I n t e n t ion to r e la t e — on m y t e r m s a s w e ll a s y ou r s .

• E x is t in g r e la t ion s h ip , m a n a g e d b y b oth s id e s .

2 1

H e r e ’s h ow it m ig h t look in th e p u b lic m e d ia ( or m u s ic )

b u s in e s s :

Now w e h a v e a tool t h a t le t s b oth b u y e r s a n d s e lle r s e x p r e s s t h e ir in t e n t ion s , s c a f fold th e ir r e la t ion s h ip s . ( A m on g m u c h m or e . No lim it .)

L is t e n e r s , v ie w e r s a n d r e a d e r s c a n b oth p a y for a n d r e la t e t o p u b lic m e d ia in w a y s th a t w or k for b oth .

Of c ou r s e , t h is c a n w or k for p r in t a s w e ll.

A n d for m u s ic . Th in k a b ou t it .

2 2

Wh a t h a p p en s on c e w e’r e a c tu a lly r e la t in g ( be s id e s m a k in g

m or e m on ey ) ?

B e t te r w a y s for a n y b od y to p a y for a n y th in g .

R e la t ion s h ip s n ot c on t a in e d b y CR M s y s te m s .

M a r k e t s t h a t a r e n ’t “ y ou r c h oic e of s i lo.”M or e a n d b e t t e r d a t a in th e r ig h t h a n d s .

Th e e n d of t h e s p lit in s id e ou r h e a d s .

2 3

J oin u s h e r e :

p r oje c tv r m .or gWe ’r e a p r oje c t of t h e B e r k m a n Ce n te r .

We ’r e a d e v e lop m e n t c om m u n ity th a t ’s a lr e a d y v e r y a c t iv e a n d fu n .