Le VRM: un nouveau paradigme pour la relation client ? Fondements, principe, opportunités et limites

Sylvain Willart ()
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Sylvain Willart: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: VRM : a new paradigm for customer relationship ? Foundations, Principles, opportunities, 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) 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 opi- nions through a series of interviews and a focus-group.

Keywords: VRM; privacy; regulation 2012/0011; online tracking; customer interview.; vie privée; règlement 2012/0011; pistage en ligne; entretiens consommateurs. (search for similar items in EconPapers)
Date: 2013-10
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Published in Décisions Marketing, 2013, ⟨10.7193/DM.072.103.120⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02386140

DOI: 10.7193/DM.072.103.120

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