Tuesday, August 23, 2011

trustfabric connect

TrustFabric Connect is a VRM (Vendor Relationship Management) tool. 

This is where we are heading, trust me. 

When this becomes mainstream all bets are off

It's a clean slate. It's start all over again time. 

In the world of personal mass media it will be near impossible to reach ‘audiences’ through interruption only. 

In the world of personal mass media I program my media. 

In the world of personal mass media I own and control my own data. 

The funnel is broken, it can never be fixed as customers are more unpredictable than ever before.

Yet customers are demanding more touch points and more interaction. 

But on their own terms. 

What do we do now? 

• Define value from the viewpoint of the customer (sounds simple but it's the hardest bit)
• Identify all the touch points in a buyer journey
• Make value-creation interventions that flow together 
• Let customers pull out their own value 

While much of this will involve digitally enabled touchpoints the focus is not on emerging technologies per se, but on emerging cultural practices.  
(To paraphrase Henry Jenkins)

Exciting, disruptive times we are living through... 

Found via the ProjectVRM mailing list.

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