Forrester

Why Read This Report

This report outlines the method for defining metrics as part Forrester's solution for application development and delivery (AD&D) executives looking to implement customer relationship management (CRM) strategies and solutions. This report is designed to help AD&D execs measure and optimize results for CRM. A critical best practice for getting more value out of CRM initiatives is defining the right metrics to track success and prompt corrective action. In addition to defining specific metrics for operational functions such as sales, marketing, and customer service, application development and delivery (AD&D) pros also need to measure customer feedback generated by voice of the customer (VoC) programs and customer sentiment expressed through social media. Once these metrics are in place, it is also important to monitor employee adoption and participation metrics in order to ensure that information workers are making the most of new CRM tools. This report describes a five-step process for defining the right CRM metrics and provides more than 70 examples of specific measures to help you track success.