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

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.
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https://hal.archives-ouvertes.fr/hal-02386140
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Submitted on : Friday, November 29, 2019 - 11:00:49 AM
Last modification on : Saturday, November 30, 2019 - 1:46:56 AM

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Sylvain Willart. Le VRM : un nouveau paradigme pour la relation client ? Fondements, principe, opportunités et limites. Décisions Marketing, Association Française du Marketing, 2013, ⟨10.7193/DM.072.103.120⟩. ⟨hal-02386140⟩

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