The Intention Economy

The Intention Economy

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Caveat venditora€”let the seller beware While marketers look for more ways to get personal with customers, including new tricks with a€œbig data, a€ customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to: a€c Control the flow and use of personal data a€c Build their own loyalty programs a€c Dictate their own terms of service a€c Tell whole markets what they want, how they want it, where and when they should be able to get it, and how much it should cost And they will do all of this outside of any one vendora€™s silo. This new landscape wea€™re entering is what Doc Searls calls The Intention Economya€”one in which demand will drive supply far more directly, efficiently, and compellingly than ever before. In this book he describes an economy driven by consumer intent, where vendors must respond to the actual intentions of customers instead of vying for the attention of many. New customer tools will provide the engine, with VRM (Vendor Relationship Management) providing the consumer counterpart to vendorsa€™ CRM (Customer Relationship Management) systems. For example, imagine being able to change your address once for every company you deal with, or combining services from multiple companies in real time, in your own waysa€”all while keeping an auditable accounting of every one of your interactions in the marketplace. These tantalizing possibilities and many others are introduced in this book. As customers become more independent and powerful, and the Intention Economy emerges, only vendors and organizations that are ready for the change will survive, and thrive. Where do you stand?My own car key ring goes with our 2000 Volkswagen Passat, which has 162, 000 miles on it. ... On the keya#39;s ring are tags for Shawa#39;s and Stop aamp; Shop, two grocery stores I sometimes visit. ... Loyalty programs of many kinds have been around since the 1800s (the biggest press run in history was the 1966 Green Stampsanbsp;...

Title:The Intention Economy
Author:Doc Searls
Publisher:Harvard Business Press - 2013-12-30


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