Vendor relationship management: a new paradigm in client relations? Foundations, principals, opportunities and limits

The VRM (Vendor Relationship Management) principle is to provide customers with a set of tools for managing their relations with vendors. The three main drivers of this shift in commercial relationships are a) customers taking back their personal data b) a drastic decrease of online tracking c) inte...

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Bibliographic Details
Published in:Décisions marketing 2013-10, Vol.72, p.103-120
Main Author: Willart, Sylvain
Format: Article
Language:fre
Subjects:
Consumers
Customer service
Data analysis
Enterprises
Europe
Marketing
Privacy
Regulation
Retail trade
Western Europe
Online Access:Get full text
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Summary:The VRM (Vendor Relationship Management) principle is to provide customers with a set of tools for managing their relations with vendors. The three main drivers of this shift in commercial relationships are a) customers taking back their personal data b) a drastic decrease of online tracking c) intent-casting. The first two issues are fostered by a European regulation project on data protection. The third is the basis of new tools being developed by innovative companies. This paper analyses all of these aspects of VRM and presented them to customer opinions through a series of interviews and a focus-group. [PUB ABSTRACT] Reproduced by permission of Bibliothèque de Sciences Po
ISSN:1253-0476