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Page history last edited by pbworks 8 years, 3 months ago


VRM (Project -> build a VRMCamp )




VRM is the acronym of Vendor Relationship Marketing. At it's simplest, it's turning the idea of selling and marketing TO customers on its head. With VRM, the customer is in charge of the relationship. Not the vendor.


Who coined the phrase "VRM" ?:

MikeVizard, during a podcast on the subject. It was then pounced on in the way a pitbull pounces on a ribeye by DocSearls.




Project VRM is a research and development effort led by DocSearls, a fellow with the Berkman Center for Internet and Society at Harvard University. As a topic, VRM grew out of work by Doc and many others around what's being called "user-centric identity".


Unlike most research efforts, Project VRM is purposed around development as well. It is Doc's belief (and this project will test his hypothesis) that VRM is required to bring a useful and productive balance of power between vendors and customers, supply and demand — for the good of both — in the marketplace.



What is VRM ?


VRM (Vendor Relationship Management) is the reciprocal of CRM (Customer Relationship Management). It provides customers with tools for engaging with vendors in ways that work for both parties. wino kredyt mieszkaniowy sprzedam mieszkanie sprzedam bilet


CRM systems until now have borne the full burden of relating with customers. VRM will provide customers with the means to bear some of that weight, and to help make markets work for both vendors and customers — in ways that don't require the former to "lock in" the latter.



What's needed for VRM to work?

There are a number of technical things that are needed: a robust way for customers to manage their own OnlineIdentities without getting trapped in any vendor's silo, a way for customers to only share the aspects of identity that they want to share with a particular vendor (perhaps anonymously), and a robust way for vendors to interact with those customers. But more importantly than the technical aspects, the cultural shift of actually putting the customer in charge may end up being the largest challenge.





  • Data Independence (multi-sourced)
  • Customer-Centricity
  • Reputation, Intention, and Preference
  • Webmail



Ideas for the page




from ColinHenderson moved from BarCampBank3


I have 'two high level questions' about this concept, having thought about it some more:


My main point is to have a tool that will support consumers while they browse, by watching Bank sites as follows:

  • hold the customers identity secret, but make their needs available
  • bank sites would expect customers' "tool" and would respond with quotes based on the customers needs
  • customer could take the gathered quotes, and determine the best for their needs


In essence, consumers would have an intelligent agent/ bot working on their behalf, by gathering information to support their banking (my example) needs.


My secondary point :


MicroFormats are being held up as "information brokers". Are they appropriate as the tool that will address the needs above?



Questions I have:

  • would this require banks to adopt a standard to support the MicroFormat?
  • how would the customer retain the data gathered by the MicroFormats?




TagLine : CRM InformationBroker MicroFormats BarCampBank