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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285 results in Reports

  • Marketing Methods
  • For CMO Professionals

    Report:The Convergence Of Brand, Customer Experience, And Marketing

    CMOs Must Define The Brand/Customer Experience Relationship To Fuel Business Success

    The line between the brand, marketing, and customer experience (CX) disciplines has blurred as people gain access to companies and products on their own terms. This requires an explicit architecture...

    • Downloads: 743
  • For Customer Insights Professionals

    Report:The Loyalty Partner Primer

    Key Lessons From Loyalty Vendor Client References

    During the Forrester Wave™ evaluation of loyalty program service providers, we surveyed 98 customers about their vendor partnerships. We found that users are largely satisfied with the...

    • Downloads: 233
  • For Marketing Leadership Professionals

    Report:How To Make The Most Of Google Enhanced Campaigns

    In mid-2013, Google introduced Google enhanced campaigns, an update to its AdWords system for pay-per-click ad management. This report explains what marketers should understand about Google enhanced...

    • Downloads: 202
  • For CMO Professionals

    Report:Trends For The B2C CMO To Watch In 2013

    Embrace Digital Innovation To Deliver Compelling Brand Experiences

    2013 will be a unique year for CMOs of consumer-focused companies. They will have to drive their brands to deliver cohesive brand experiences that use digital to augment and extend their engagement...

    • Downloads: 759
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Technographics®: Australian Online Shoppers

    Choosing The Right Approach For Your Target Consumers

    Mobile commerce is growing in Australia at a rapid pace. To shape sensible strategies, Australian eBusiness professionals must understand the behavior of their customers. For example, they should...

    • Downloads: 267
  • For Marketing Leadership Professionals

    Report:US Financial Services Lead Interactive Marketing Spending

    US financial services interactive marketing spend will more than double by 2016 but won't grow its investments in every channel at the same pace. This brief report breaks down the increase by channel...

    • Downloads: 623
  • For Marketing Leadership Professionals

    Report:Don't Confuse Tablet And Mobile Marketing

    Contextual Marketing Demands A Unique Approach To Tablets

    Too many marketing leaders still lump tablets and smartphones in the same mobile bucket. That's a mistake. Why? Because tablets are not primarily mobile devices. Instead, they are mostly used within...

    • Downloads: 670
  • For CMO Professionals

    Report:CMOs Must Prepare For Lead-To-Revenue Investments Now

    Balance People And Process To Fund L2RM

    This report, originally written for customer insights professionals, includes content relevant to CMOs, especially those leading marketing for business-to-business (B2B) companies. Here's why:...

    • Downloads: 165
  • For CMO Professionals

    Report:Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

    How Research Touchpoints Affect Consumer Spending

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

    • Downloads: 1031
  • 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: 407
  • For Customer Insights Professionals

    Report:Rethink Existing Approaches To Embed Cross-Channel Attribution

    Processes: The Cross-Channel Attribution Playbook

    Establishing a cross-channel attribution measurement framework requires a tremendous amount of due diligence, planning, and process across the organization. In this report of the cross-channel...

    • Downloads: 396
  • For Sales Enablement Professionals

    Report:Event Marketing Giveaways That Work

    Evaluating What Makes Effective Swag

    New social and digital marketing tactics receive attention from B2B marketers seeking the "next big thing," and virtual events continue to gain popularity, but traditional events remain very...

    • Downloads: 287
  • For Marketing Leadership Professionals

    Report:Evaluate Your Marketing Optimization Readiness

    Assessment: The Marketing Mix Optimization Playbook

    To ensure continued success in this age of increasingly fragmenting audiences and multiplying communication platforms, marketers need to adapt their strategies and tactics to optimally allocate their...

    • Downloads: 370
  • For Marketing Leadership Professionals

    Report:US Marketers: Stay Ahead Of 2D Bar Code Adoption

    Start Piloting Now To Be Prepared To Benefit From Growing Consumer Use

    The 2D bar code is a promising mobile marketing tactic: It provides marketers a quick way to bridge the offline-online gap and enhance consumer engagement with their target audience anytime, anywhere...

    • Downloads: 363
  • For Customer Insights Professionals

    Report:The State Of MRM In 2011

    Marketing Operations Technology Is Increasingly Contextual

    Marketing resource management (MRM) systems promise to enhance marketers' ability to optimize planning, budgeting, collaboration, and asset creation. MRM received significant attention in the middle...

    • Downloads: 641
  • For Marketing Leadership Professionals

    Report:Use Gamification To Enable A Total Product Experience

    Product Strategists Can Boost Product Engagement With Game Mechanics

    Product strategists need to begin thinking about how to integrate game mechanics into their product experiences, and this doesn't mean just adding a meaningless game to their applications or...

    • Downloads: 852
  • For Marketing Leadership Professionals

    Report:Case Study: BBC Radio1 Reaches Young UK Users With Mobile-Specific Ads

    A Mobile-Unique Approach Creates Engagement And Drives Results

    BBC Radio 1 reinvigorated its program The Breakfast Show with new content and a new host, with the goal of appealing to younger users and growing its audience. To reach these highly mobile listeners,...

    • Downloads: 58
  • 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: 292
  • For eBusiness & Channel Strategy Professionals

    Report:Digital Financial Services Teams Should Embrace Game Mechanics

    Digital teams at financial services firms have been slower than digital teams in other industries to adopt game mechanics. But the success of game mechanics in sectors like airlines and education has...

    • Downloads: 360
  • For Marketing Leadership Professionals

    Report:Use The Five P's To Test Interactive Displays

    Understand The Opportunities And Challenges Before Activating

    Interactive displays offer interactive marketers the chance to enhance customer engagement outside of the home and to test budding technologies like gestural recognition and touchscreen interfaces....

    • Downloads: 276
  • For Customer Insights Professionals

    Report:Drive Smarter Customer Loyalty With Customer Intelligence

    Executive Overview: The Customer Loyalty Playbook

    Customer loyalty is a hot topic. Companies look to loyalty programs to enhance customer knowledge and drive customer retention, revenue, and engagement. But, while they see the potential of loyalty...

    • Downloads: 839
  • For Customer Insights Professionals

    Report:Navigate The Journey From L2RM Vision To Success

    Road Map: The Lead-To-Revenue Playbook

    This report is for business-to-business (B2B) marketing leaders who must power-up their lead-to-revenue management (L2RM) processes to achieve goals for new customer acquisition, current customer...

    • Downloads: 204
  • For Marketing Leadership Professionals

    Report:Brief: Best Practices For Engaging Consumers Via Messaging Apps

    To help brands connect with their audiences, messaging apps such as Instagram, Kik, Line, Snapchat, Tango, and WeChat have begun to offer nascent marketing tools. This brief report provides examples...

    • Downloads: 98
  • For Customer Insights Professionals

    Report:Results Chain Modeling For L2RM Benefits Realization

    This toolkit is a companion to "Plan, Don't Hope, For Lead-To-Revenue Benefits," the performance management report of the lead-to-revenue playbook. In that report, we introduced three techniques that...

    • Downloads: 10
  • For Marketing Leadership Professionals

    Report:Customize Your Interactive Brand Ecosystem

    Use Scale And Audience Trust To Prioritize Interactive Marketing Channels

    Building an effective brand ecosystem can be hard: Interactive marketers have dozens of social, mobile, and paid media channels to choose from and often limited resources to work with. To make the...

    • Downloads: 677