There is usually a compelling topic or concept that technologies coalesce around each year, and this year I believe that concept is the creation of compelling customer journeys. The end intent, of course, is to improve customer experiences by delivering more relevant marketing, making it easier for consumers to self-educate and buy, and to service those customers more intelligently with the hope of building and retaining their loyalty. But in the past 18 months, the focus on customer journeys has become much more universal—in the media, in vendor messaging, as conference session topics, and within the overall consciousness of our industry. So this year, I’m going to declare Customer Journey Mapping the breakout concept of 2015, where an “insider idea” has become a commonly accepted step in the ever-evolving quest for building stronger customer relations.
In the following pages of CRM magazine’s 18th annual Buyer’s Guide, you’ll find an excellent cross section of leading CRM vendors, with a preview of what they have to offer. However, I encourage you to visit their listings online for a more in‑depth profile of their offerings, including all of the content our editorial staff has written about them and their solutions, with relevant links, video, case studies, white papers, and indexes to make your journey easier and more efficient.
Visit www.destinationCRM.com/BuyersGuide for more information.
Best regards,
Bob Fernekees
Vice President/Group Publisher
CRM Media, a division of Information Today, Inc.