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One of the critical parts of selecting a vendor, regardless of whether it is a technology or service provider, is to thoroughly understand what your options are With so many developments in every aspect of the customer lifecycle, there are constant advancements in technology and approach that could potentially improve your company s ability to meet and exceed customer expectation while driving improved results for the business
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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There are literally hundreds if not thousands of sources of information on CRM To further your knowledge, I recommend you subscribe to more than one industry newsletter and research your specific topic of interest on the various industry and vendor websites Here is a starter list of some of my favorite sources of credible information on the developments in the CRM industry 1to1 Magazine (www1to1mediacom) CRM Magazine/DestinationCRMcom CRM Talk Radio eCustomerServiceWorldcom SearchCRMcom InsideCRM Technology Evaluation Centers (wwwtechnologyevaluationcom) Customer Relationship Management Association (crmassociationorg) CustomerThink GCCRM CRM Advocate Sales and Marketing Magazine American Marketing Association ISMGuidecom Some analyst firms worth investing time (and money) in: Forrester Research The Altimeter Group Gartner Group Beagle Research Yankee Group IDC
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Another good way to gain exposure to the myriad solutions and the companies behind them is to attend industry- or vendor-specific trade shows These up-close and personal looks at technologies and companies are extremely helpful in making sure you get good alignment with
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When You BuY the appLiCation, You BuY the VendoR, though You don t iMpLeMent hiM
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your solution needs and your solution provider There is only so much research you can do online and it is always useful to discuss the details of your specific needs and the vision for the solution so you can get a feel for how a particular solution and company s approach might best fit your needs Unfortunately, the breadth of open multivendor conferences has dwindled in the last several years and has been replaced by a very few large single-vendor events Still, some important independent events happen around the globe The annual Gartner CRM Conferences (typically one in Europe and one in the United States), the Forrester Conference on Social Computing, Enterprise 20, and O Reilly Web 20 are all cutting-edge conferences on technology and customers Other global events are sponsored by the national and regional chapters of the CRM Association There are dozens of customer care, sales, and marketing conferences worth looking into The vendors also hold conferences, so if you are at the stage where you are selecting a small group of individuals and you have a bit of time, attending a vendor conference might be of some help The largest of the conferences are: Oracle Open World SAP s Sapphire salesforcecom s Dreamforce SugarCRM s SugarCon Microsoft Convergence And multiple other smaller conferences from specific vendors like NetSuite and RightNow are held throughout the year You can also subscribe to alerts and RSS feeds from all the sources above There are many blogs out there that have been used by companies like yours to learn about the CRM industry Those with a CRM slant include: Paul Greenberg s two blogs PGreenblog (wwwthe56group typepadcom) and ZDNet s Social CRM: The Conversation (http://blogszdnetcom/crm/) Chris Carfi The Social Customer (wwwsocialcustomercom) Denis Pombriant Denis Pombriant (denispombriantwordpresscom)
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Brent Leary Brent s Blog (wwwcrm2typepadcom) Dion Hinchcliffe ZDNet s Enterprise 20 (http:/blogszdnet com/Hinchcliffe) Vinnie Mirchandani deal architect (wwwdealarchitecttypepadcom) Jim Dickie jim_dickie) CSO Insights (wwwcustomerthinkcom/user/
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Jeremiah Owyang Web Strategy (Jeremiah is an Altimeter Group analyst) (wwwweb-strategistcom/blog) Plus the more general blogs and sites such as TechCrunch (www techcrunchcom/), ReadWriteWeb (wwwreadwritewebcom), Seth Godin s Blog (wwwsethgodintypepadcom), and the Church of the Customer (wwwchurchofthecustomercom) If you take some time to plug into the network of knowledge above, you should have enough information in 30 to 60 days to begin to zero in on what vendors and solution providers can help achieve your CRM goals
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