Soon the demise of CRM in favor of VRM?

Gone are the days when customer travel was a long calm river.

Excessive demand, drowned in information, spammed and attacked on all sides, consumers are now hesitant to reveal his identity, register, subscribe, and submit his data.

Faced with more troublesome and large-scale communication, we have every right to doubt that individuals still want to interact.

If managing the customer relationship from acquisition to completion of purchase has become a child’s game thanks to CRM (Customer relationship management), one is now giving power back to consumers.

No more one-way dialogue, now the customer wants above all to have something to say.

Is CRM really dead?

For a long time, CRM was there the best ally of the merchants and has been a bit of a revolution in terms of customer relationship management.

As a reminder, CRM tools make it possible to identify and record customers (potential or proven) as well as their purchases to examine their behavior in more detail.
From this information, it becomes easier to get the attention of prospects, to encourage them to buy, to support them and ultimately to keep them.
Unfortunately, this way of understanding customer/brand dialogue there are limitations because it definitely makes consumers active, but not necessarily relationship actors.

Also, preventing the latter from A to Z thanks to CRM leaves room for little improvisation in a context where buyers want their voices heard.

Unfortunately, many companies continue to deafen and therefore arouse apathy in their customers. While CRM software was originally intended to make user travel more fluid and to identify or even anticipate customer needs, the resulting interactions remain unilateral.

In 2022, it will one-way kind of relationship no longer possible: the reputation and credibility of companies is at stake.

VRM or power to customers

on Permit to sellSeth Godin discusses a simple but basic idea: to send a message to the consumer, you must first ask his permission. And for good reason, the customer fully knows what is right for him and will find the offer that suits him best. In fact, no one and no one has to decide for him, speak for him or impose any choices on him.

It’s all about consent.

It is this key principle the VRM (Vendor relationship management) a concept contrary to the grain of CRM, which proposes to give the consumer his freedom: his freedom to enter into corporate relationships, his freedom to share and control his own data, his freedom to act or not or even his freedom to express intentions to someone without outside control …

Restore your freedom

What if the key was restore freedom and freedom of choice to the consumerto make this perfect decision -making?
Comparing, negotiating, selecting, organizing, these are the rights that CRM software has long denied to customers, who nonetheless want to participate voluntarily in the relationship and not submit to it.
Thanks to VRM, consumers are able to fully express themselves and not feel held hostage by brands as they decide what they want to offer themselves.

Control your data yourself

With a so -called method self data, customers have full ownership of their personal data and are able to restrict the sharing of their information. By this we mean to be distributed, when, how, and above all to whom.
By the same logic, the consumer can choose an email address for each supplier, control the continuation of data as well as its use by companies or even request their removal if they end the relationship.

Independent relationship management

In a CRM, it is not possible to consider customers ’consumption options.
On the other hand, according to VRM principles, a customer who wants to make ethical choices can optimize his or her profile to receive only offers that match his or her values. At this time, the customer is no longer covered by the ads and mailshotsbecause he selects and filters the information he wants to receive.
However, the purpose of VRM is not not to offer every customer a super-assistant (Diin personal shopping) but to provide them with tools that allow them to maintain a more direct and less compartmentalized relationship with brands.

The key to a balanced relationship

On the one hand, CRM makes it possible to anticipate customer needs while proposing a relevant and well -targeted offer, and on the other hand, VRM allows consumers to express specific needs and compare offers sent.

As you can understand, there is no point in opposing CRM and VRM because they are in fact complementary.
By combining the availability of CRM and VRM, we eliminate any balance of power for customer/brand relationship rebalance:

  1. the leadership shared between the brand and the customer: the latter is no longer captive to offer and information.
  2. Real customer need is expressed in a clearer, smoother and less implicit way.

A paradigm shift will occur: we will move from a saving attention of one economy on purpose. If the first aims to meet the consumer by attracting his attention to the offer, the second involves considering the specific needs expressed by the customer.

To make this relationship real, it’s one thing connect supplier CRM to customer VRMwhich will mean a new channel of communication machine-to-machine (M2M). Unfortunately, if CRM software is a legion in the market, the concept of VRM is still in its infancy and does not include any standardization, making it difficult to achieve.

What could be the future of VRM?

Utopian, the arrival of VRM? To be honest, it is still a good concept, its development has met many obstacles, both on the part of the supplier and on the part of the customer. On the one hand, companies are wary of the idea of ​​opening up their data, especially for the sake of competition. In addition, the adoption of VRM software expects the latter to guarantee a set of qualified potential customers already. Otherwise, this method is useless.

On the side of Internet users, digital maturity it has never been enough to develop such a personal information system. In fact, no data manager like. So the challenge is to focus on ergonomics, simplicity and an ultra-fluid UX to make future VRM platforms attractive and intuitive.

Finally, the availability of VRM software means that they are hosted by a reliable Saas provider, under the GDPR and therefore guarantee data confidentiality.

Even if VRM is still a concept, its implementation can enhance and strengthen the customer/supplier relationship.

If the market continues to grow over the next few years, it will be an area of ​​innovation where major consumer players can bet to become the foremost …

Leave a Comment