- To encourage development of tools by which individuals can take control of their relationships with organizations — especially in commercial marketplaces.
- To encourage and conduct research on VRM-related theories, usage of VRM tools, and effects as adoption of VRM tools takes place.
The project was created by Doc Searls when he became a fellow at the Berkman Center in 2006. Since then it has grown to become the central institution in an active development community.
VRM stands for Vendor Relationship Management, the customer-side counterpart of Customer Relationship Management, the $26 billion business by which companies attempt to relate to customers (for example through call centers).
Doc sees VRM as “a way to fulfill one of the promises of The Cluetrain Manifiesto” — the widely-cited website and book written in 1999 by Doc and three other authors (one of which is David Weinberger, also of the Center). That promise was embodied in this statement, written by Christopher Locke:
Doc believes that customer reach will only exceed vendor grasp when customers acquire tools for the job. Encouraging development of those tools has been ProjectVRM’s primary work since the project began. Since then the VRM community has grown to include many development projects, companies, allied associations and individuals, in addition to ProjectVRM itself. The community’s work is outlined in the project wiki, and discussed on its mailing list, in the blog portion of this site, and in workshops and other events.
The photo at the top of the blog was taken in July 2011 at the Rialto mecado in Venice, one of the oldest and most famous markets in the world. It is the one where Marco Polo worked, and the setting for Shakespeare’s play The Merchant of Venice.