Cumulus Partners

9. September 2010 03:15


The new name game ... CRM, VRM, SCRM, etc ...

9. September 2010 03:15 by mike barlow | 0 Comments

Don Peppers and Martha Rogers wrote a post the other day about CRM, SCRM and VRM. The gist of their argument is that SCRM (social customer relationship management) is an oxymoron, and that VRM (vendor relationship management) is the next big thing in the expanding universe of relationship management.

It's a great post, but lots of us still have faith in the basic idea that SCRM is the logical extension of CRM. I think you can make a pretty good case that the convergence of cloud, mobile and social computing is simply enabling the "next generation" of CRM, and that some of us are calling that next generation "SCRM," perhaps for lack of a better term.

Then again, maybe the term "SCRM" is too silly, and we should just call it "CRM II."