Customer Relationship Management (CRM)

CRM systems leverage technology to organize and synchronize marketing, sales, customer service, and technical support processes, helping organizations reduce costs and improve efficiency. Forrester provides advice on how to plan, justify, evaluate, implement, and improve areas like sales force automation and sales effectiveness, customer service and support, customer self-service and assisted service, and multichannel management. Research coverage includes CRM architecture, strategy, deployment, and services.

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281 results in Reports

  • Marketing Methods
  • For Customer Insights Professionals

    Report:Balance People And Process To Fund L2RM

    Business Case: The Lead-To-Revenue Playbook

    Today business buyers have more access to information that lets them explore solutions prior to engaging in a formal purchase process. This puts marketing in the hot seat to drive customer interest...

    • Downloads: 139
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Messaging Vendor Overview

    Making Smart Decisions To Support Your Business Needs

    This report is a mobile messaging vendor overview designed to provide a framework for narrowing the list of potential vendors that are well suited to meet the needs of your business. Rather than an...

    • Downloads: 1307
  • For Marketing Leadership Professionals

    Report:Become Agile To Improve Your Mobile Approach

    Continuous Improvement: The Mobile Marketing Playbook

    By now, most marketers have successfully launched a mobile website, and many have an app or two. Even if your mobile traffic is growing exponentially and you've had success with several mobile...

    • Downloads: 244
  • For Marketing Leadership Professionals

    Report:Game On: Education Product Strategists Embrace Gamification

    Classroom Technology Enables New Product Innovation

    "Gamification" is a hot topic in product strategy, especially in US K-12 education. Product strategists in education are helping their customers achieve teaching and learning goals by developing...

    • Downloads: 698
  • For Customer Insights Professionals

    Report:Are You Ready For Cross-Channel Attribution?

    Assessment: The Cross-Channel Attribution Playbook

    Cross-channel attribution is a complex, advanced measurement approach, allowing marketers to uncover the true impact of their marketing campaigns across channels. To get it right, organizations must...

    • Downloads: 518
  • For CMO Professionals

    Report:Big-Box Retailers Must Be Trusted And Essential To Build Their Brand

    Technographics® TRUE Brand Compass: Big-Box Retail

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all consumer industries now have a steeper hill to climb to earn brand preference, referral,...

    • Downloads: 250
  • For Marketing Leadership Professionals

    Report:Interactive Channels To Watch In 2014

    This report is the latest installment in an annual series on how marketing leaders leverage interactive channels. Email marketing and display advertising still top marketer's lists, but mobile and...

    • Downloads: 312
  • For eBusiness & Channel Strategy Professionals

    Report:2014 US Mobile Banking Functionality Benchmark

    Chase And U.S. Bank Top Our Review Of US Banks' Mobile Services

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the retail mobile banking services of the five largest retail banks in the US across more than 35 criteria. The banks have...

    • Downloads: 349
  • For Marketing Leadership Professionals

    Report:Case Study: USA Network Wins Over Fans Through Gamification

    Club Psych Gives "Psych-Os" A Place To Engage

    USA Network (USA) has long-running TV series that have created a huge inventory of syndicated content. Hoping to use this surplus of content along with original content to further engage its fans,...

    • Downloads: 409
  • For eBusiness & Channel Strategy Professionals

    Report:Engage Investors With Game Mechanics

    Competition, Rewards Motivate Wealth Management Clients

    Consumers know that investing is important to their financial futures. But wealth management can be complex and involves deferring current spending for long-term benefits. To engage investors and...

    • Downloads: 78
  • For Customer Insights Professionals

    Report:Pinpoint The Actions And Outcomes That Elevate Leads To Revenue

    Processes: The Lead-To-Revenue Playbook

    Lead-to-revenue management (L2RM) is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment. A well-designed and...

    • Downloads: 475
  • For Marketing Leadership Professionals

    Report:CMOs Must Build An Affinity Channels Strategy To Reach New Audiences

    How To Navigate Fragmenting Media Audiences Across Niche, Focused Digital Media Networks

    Young demographic audiences, often described as Millennials or Gen Zers, are fragmenting across a new landscape of affinity-focused media channels built on YouTube including StyleHaul, Machinima,...

    • Downloads: 225
  • For Customer Insights Professionals

    Report:The Forrester Wave™: Loyalty Program Service Providers, Q4 2013

    The Eight Providers That Matter Most And How They Stack Up

    Forrester identified the eight most significant customer loyalty service providers — Aimia, Brierley+Partners, Connexions Loyalty, Epsilon, Kobie Marketing, Bond Brand Loyalty (formerly Maritz...

    • Downloads: 588
  • For Sales Enablement Professionals

    Report:Assessing Your Content Management Processes And Organization

    B2B marketers across all industries are investing more into creating digital content to generate new business opportunities, nurture existing sales or marketing leads, and to encourage deeper...

    • Downloads: 598
  • For Marketing Leadership Professionals

    Report:Use Social Content Curation Tools To Feature Your Consumers

    Choose Solutions That Showcase Brand Experiences And Drive Exploration

    Chances are, you've stumbled on a media gallery on a brand's social hub or online product catalog and scrolled through photos of blissful customers wearing, eating, or posing with a product. This is...

    • Downloads: 92
  • For Marketing Leadership Professionals

    Report:Choose The Right Vendor Tools To Help With Content Marketing Development And Distribution

    Tools And Technology: The Content Marketing Playbook

    Content marketing has rapidly gained marketers' attention as a new way to build deeper relationships with customers. But marketers' ability to sustain a meaningful content marketing strategy rests on...

    • Downloads: 320
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2012

    This report outlines the business case for customer experience professionals seeking to discover the business benefits of improving customer experience in an experience-driven organization. Years of...

    • Downloads: 2473
  • For Marketing Leadership Professionals

    Report:2012 Interactive Marketing Predictions

    Marketing Gets Customized For Social, Local, Mobile, Multiscreen Consumers

    Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects customized,...

    • Downloads: 1743
  • For Marketing Leadership Professionals

    Report:Mobile Marketing — A Forrester Compilation

    More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although...

    • Downloads: 360
  • For CMO Professionals

    Report:Evaluate The Completeness Of Your Marketing Effort

    Assessment: The Customer Life-Cycle Marketing Playbook

    The world your customers live in is complex — a maze of media, devices, conversations, and interactions — and to make a connection between them and your brand means finding new ways to...

    • Downloads: 566
  • For Marketing Leadership Professionals

    Report:B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets

    B2C 2014 Marketing Budget Trends

    Forrester's Q3 2013 North American B2C Marketing Budget Online Survey presents a mix of good news and bad news from marketers. The good: Unlike those surveyed two years ago at the tail end of the...

    • Downloads: 253
  • For CMO Professionals

    Report:How Social Media Is Changing Brand Building

    Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component of...

    • Downloads: 1672
  • For CMO Professionals

    Report:Compare Your B2B Content Marketing Maturity

    Benchmarks: The Content Marketing Playbook

    Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about features and benefits to delivering valuable information that drives...

    • Downloads: 223
  • For Marketing Leadership Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Delivering Utility At Speed To Perpetually Connected Customers

    Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

    • Downloads: 1071
  • For Customer Insights Professionals

    Report:Tackle Behavioral Targeting To Modernize Customer Interactions

    Benchmarks: The Cross-Channel Campaign Management Playbook

    For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 130 customers about their vendors. We found that users were generally satisfied with the...

    • Downloads: 852