I just read Lee White’s post, Enterprise 2.0, meet Social Media Monitoring, and it made me think. Lee wrote:
“Consider a world where a customer with an issue merely has to post their problem on their own blog or any discussion forum and the company will find it and resolve it. You will have removed the burden from the customer of figuring out HOW to complain. Sounds a lot like Doc Searls VRM project to me”
While it’s not clear from his post whether or not Lee is missing the full potential of VRM, it seems to me that the name itself (by its very association with CRM) limits the idea in peoples’ imaginations.
To me, the VRM project is not about managing the other side of the customer helpdesk relationship (as implied by the name). That might be one use case for it, but to me it’s one of the least interesting. I think the VRM project goes much deeper. I think it changes a relationship where you have to shop around, filling in forms, endlessly giving away your data, to a relationship where you signal an interest in a product and vendors bid for your custom. It brings the marketplace to your doorstep. It changes the way people engage in E-commerce.