Re: [projectvrm] What do customers want from VRM

[Katherine Warman Kern < >]

Exactly.  

Relationships are not what Consumers or Vendors want to have.

This is the hurdle VRM struggles with.  They may claim otherwise, but CRM works best when maintaining an existing customer - after a consumer has chosen to be in a relationship and as long as a they choose to remain in that relationship.

VRM may be the better solution for the stage when a consumer is deciding to be in a relationship.  But it will only work if it overcomes the reason CRM is awkward at this stage, when consumers and vendors alike prefer an arms length encounter.

A proven alternative is when a Consumer is in a group. The individual has the power of numbers to get what they want and the protection of anonymity. Vendors like dealing with groups, too, because it is efficient.

Vendors don't care who decides which group consumers are in.  

It is the choice of third parties to utilize a top down approach to create and select which group an individual belongs to. They say it is because it is more accurate than self-selection. But hasn't the "freedom of choice" experiment discredited the Old World belief that destiny is predetermined.  

How do you get people to participate in the process of choosing?  Start with the innate need to discover that there are others with common interests and the inherent allure of the power of numbers. 

After all isn't that why we're here on this email list?

K-

Katherine Warman Kern

www.comradity.com

@comradity

On Mar 24, 2013, at 2:45 AM, Iain Henderson < "> > wrote:

Yes, that's a wonderful quote in there......

Developing his theme, Mr. Hegarty added, "To those brands that say 'I understand you' I say 'Fuck off, you don't understand me. Mind your own business, I don't want to be understood by you. I don't understand myself sometimes… and it can be fun.'"

Iain

On 22 Mar 2013, at 19:03, Katherine Warman Kern wrote:

Food for thought.

http://adage.com/article/global-news/john-hegarty-contrarian-view-big-data/240448/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage


Katherine Warman Kern
www.comradity.com
@comradity
203-918-2617

Iain Henderson

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