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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4 results in Reports

  • Marketing Methods
  • Robert Brosnan
  • Past 18 months

  • For Customer Insights Professionals

    Report:Tackle Behavioral Targeting To Modernize Customer Interactions

    Benchmarks: The Cross-Channel Campaign Management Playbook

    Robert BrosnanOctober 9, 2012

    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: 659
    • Rating:

  • For Customer Insights Professionals

    Report:Revisiting The Enterprise Marketing Software Landscape

    Consolidation And Growth Drive A Dynamic Software Marketplace

    Robert BrosnanFebruary 14, 2012

    Marketing today is impossible without significant investments in technology. When Forrester first charted the landscape of marketing technologies in 2007, we found that marketers were investing in...

    • Downloads: 919
    • Rating:

  • For Customer Insights Professionals

    Report:Measure The Strength Of The Marketing Technology Stack

    Performance Management: The Cross-Channel Campaign Management Playbook

    Robert BrosnanMarch 15, 2013

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

    • Downloads: 191
    • Rating:

  • For Customer Insights Professionals

    Report:Move Beyond Campaigns To Tap Hidden Customer Potential

    Robert BrosnanMay 9, 2013

    Cross-channel campaign management (CCCM) tools are the heart of the enterprise marketing platform, yet campaigns are too rigid and too rooted in batch-based techniques to allow firms to achieve...

    • Downloads: 142
    • Comments: 1
    • Rating:
 
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