VRM is a horizontal idea — making the customer into a platform for business — that will support progress in many different vertical areas: retailing, health care, travel, governance, music, public media… and that’s just part of the short list we’ve been talking about over the past few months.
Every so often we get a progress report. Such is the case with 1000 Miles To Go For The Enterprise And True Customer Relationships, by Chris Carfi. A sample: Perhaps the easiest thing to point out is that it’s still 100% focused on the sales team, and implicitly views the customer as the enemy, or at least simply the next transaction.
We can’t fix CRM from the inside. What we need is to fix customers, by giving them tools that make them more than slaves that companies “acquire”, “capture”, “retain” and otherwise “own”. And more than “resources” as well. As it says here, our reach needs to exceed their grasp. That’s the challenge. To meet it we need inventions that mother the necessity.
We don’t have those yet. But we’re working on them.