The Intention Economy

It’s been a busy Fall!  From classes starting again and working with the Conference Board here in Canada, I’ve been running.  At our last meeting of the Customer Experience Council, we had the pleasure of listening to a presentation on VRM – Vendor Relationship Management – by Doc Searles.

Searles has  done it again.  From the Cluetrain Manifesto and ‘all markets are conversations’ to ‘caveat venditor‘ – let the seller beware.  Customers are beginning to take charge of their own data, maybe not tomorrow but its coming.  The market is shifting to being driven by demand – the customer. Beyond customer-centric, The Intention Economy shows us a world ruled by customer intent – vendors must respond to the intentions of the customer instead of responding to a crowd.

Consider a world where you were able to build your own loyalty programs and dictate terms of service to the vendors that you favor? Control the flow and the usage of your personal data? Once again, the message is ‘The end of business as usual’.

Big data gives you big data.  Insight into the marketplace is what is required. VRM is forerunner of what is to come.

The Intention Economy: When Customers Take Charge

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