Summary
It's been more than a decade since The Cluetrain Manifesto -- by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger -- rocked the Web and climbed the best-seller list, and its effects continue to percolate across the culture and commerce. Searls, who now heads ProjectVRM as a Harvard University Fellow with the Berkman Center for Internet and Society, says he expected the second act. CRM, in Searls' description, still positions the customer relationship as an element within the seller's system -- a circumstance that ignores every other vendor the customer has relationships with. VRM imagines how to build a better marketplace by equipping customers with tools that make them both independent of seller systems and better able to engage with them. If VRM's intent is to improve the company/customer relationship from the customer's side, then the integration of VRM tools with CRM systems will have to improve.
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Extract
It's Not Your Relationship to Manage
"We are not seats or eyeballs or end users or consumers. We are human bangs - and our reach exceeds our grasp. Deal with it." -PREAMBLE TO THE CLUETRAIN MANIFESTO
It's been more than a decade since The Cluetrain Manifesto - by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger - rocked the Web and climbed the best-seller list, and its effects continue to percolate across our culture and commerce. (See "Manifestos Are Conversations," page 24, for an oral history of its creation.) In fact, one of the manifesto's precepts may finally be coming to the fore...See the full content of this document
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