With promises of smart contracts, global and secure payment systems, token-based communities and transparent record keeping, blockchains are hot. Please visit Marketing Land for the full article.
My point of view:
This would be great, especially if this will enable VRM/
VRM stands for Vendor Relationship Management. VRM tools provide customers with both
- independence from vendors, and
- better ways of engaging with vendors.
The same tools can also support individuals’ relations with schools, churches, government entities and other kinds of organizations.
For individuals, VRM tools and services provide or increase personal autonomy and agency.
For vendors and other service providers, VRM is the customer-side counterpart of CRM (or Customer Relationship Management) and other systematic means for engaging individuals.
In commercial contexts, VRM tools provide customers — that’s all of us — with ways to operate with full agency in the marketplace. This includes the ability to control and permit the use of personal data, to aassert intentions in ways that can be understood and respected, and to protect personal privacy. VRM tools also provide ways for each of us to bear bear our own side of relationship burdens, and to have the same kind of scale across many vendors as vendors have across many customers. (An example of scale: being able to change one’s address, phone number or last name, for every entity with which a customer deals, in one move.)
VRM relieves vendors of the perceived need to “capture,” “acquire,” “lock in,” “manage,” and otherwise employ the language and thinking of slave-owners when dealing with customers. With VRM operating on the customer’s side, CRM systems will no longer be alone in trying to improve the ways companies relate to customers. Customers will be also be involved, as fully empowered participants, rather than as captive followers.