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A presentation on VRM: Vendor Relationship Management


  • 1. A VRM Minifesto
    • Doc Searls

2. 1) A free customer is more valuable than a captive one.

  • Problem is, too many of us still think the opposite way.

3. We still think the best customer is a captive one.

  • Thats why we (as sellers) manage, control and otherwise own creatures called consumers.
  • And thats why

4. We think a free market is your choice of captor.

  • Which brings us to Thesis #

5. 2) Markets wont be freeuntil customers are free.

  • And the old mentality becomes obsolete
  • because free customersprovemore valuable than captive ones.

6. What we need is VRM: Vendor Relationship Management.

  • Its the Nets end-to-end principle, applied to markets.

7. For companies, VRM is the reciprocal of CRM. VRM CRM 8. For individuals, VRM is a way to relate.

  • It also applies the Nets end-to-end nature.

VRM 9. I should be able to express global (and logical) preferences outside of anyones silo.

  • Such as
  • IFI am calling for tech support,
  • THENI dont want to hear a commercial message.
  • AND I am willing to pay X to reach a human in 110 converter
  • in Amsterdam on a Sunday afternoon
  • without going into a silo, or giving any more than the required information
  • which mainly consists of being trustworthy and having money to spend.

12. I should be able to manage my relationships with vendors. By my own devices.

  • That means agreements need to go both ways.
  • My TOS should eliminate TOSes from corporate lawyers that nobody reads and everybody has to accept.
  • It means real relationships between truly consenting patries.
  • Just like we have in the physical world.

13. One project is a new business model for free media. (one thatisntadvertising)

  • Free media include
  • Non-commercial broadcasting
  • Blogs, podcasts
  • Music
  • Anything thats either free on purpose or too easy to steal

14. Its toolbox is therelbutton : a symbol of VRM+CRM

  • It says,
  • I want to pay
  • what I want. And/or,
  • I want to relate
  • onmyterms
  • and not just yours.
  • This is my codes way
  • of letting your code know that.
  • Even if youre not listening. Yet.
  • Its how VRM meets CRM.

CRM VRM 15. The relbutton can represent three different states.

  • Intention to buy(and to relate).
  • Intention to sell , but also to relate onyour(the buyers) terms, as well as your own.
  • Existing relationship which can be viewed and unpacked on either side.

16. Theres no limit to data typesstored on both sides.

  • These can include intentions, transaction records, preferences, memberships, social graphs, shopping lists, existing agreements, whatever.

17. Heres where well see it first:

  • On a radio/podcast tuner for the iPhone and other mobile Internet devices.

18. It will provide a new business model for media.

  • Starting with noncommercial sources.
  • And growing to include everything.
  • Starting with the music business, probably.

19. VRM makes customers into platforms.

  • It gives customers an API, or a set of APIs. Or whatever it takes.
  • Anybody can program goods and services (and base businesses)
  • on what customers actually want, and are in control of.
  • Some specifics, to guide both developers and marketers

20. VRM is personal.

  • That doesnt mean it isnt social.
  • Just that its personal first.

21. VRM tools are personal tools.

  • Just like the wallet is a personal tool.
  • Just like a bank account is a personal tool.
  • Not like a credit card, though. Because bank accounts are self-issued in ways credit cards are not.
  • An r-card or a mine! or a personal data store need to be personal tools or toolsets.

22. VRM tools provide individuals with ways to manage relationships.

  • With vendors.
  • With organizations.
  • With government entities.
  • With each other.
  • Whether those relationships are enduring
  • or transitory.

23. With VRM, individuals are the central points of integration.

  • Even if the data is stored in the cloud.
  • Even if the individual is trusted thanks to a third party.
  • Especiallyif a third party is involved.
  • Which it will be in many (but not all) cases.

24. There are no limits

  • to data types (or quantities) that individuals can hold
  • or to what they can assert.

25. There are no limits

  • on the type or amount of business that can be built on VRM.
  • because it will be built on free customers working in free markets.
  • Same goes for governments and citizens,
  • organizations and members.

26. Were sitting at Ground Zero for Markets 3.0

  • 1.0 was the Agrarian Age
  • 2.0 was the Industrial Age
  • 3.0 is the Information Age
  • in which information is not just another word for data.
  • Its how we inform and form each other.

27. So, lets rock.

  • And build stuff.