Forrester

Why Read This Report

We surveyed 74 business and technology decision-makers and influencers to discover their strengths and weaknesses compared to 17 people management best practices for customer relationship management (CRM). We found that adopting best practices is a challenge for many organizations. In fact, fully 20% of those surveyed evaluate their use of best practices as poor/below average. Organizations report deficiencies in the areas of inter- and intra-organizational collaboration, business-IT collaboration, and performance measurement aligned with customer-facing goals. Front-line employee interactions with customers are critical touchpoints that will grow or diminish the standing of your company in the minds of buyers. How well does your organization stack up? Compare your organization to people management for CRM best practices, pinpoint the best opportunities for quick wins, and build an action plan to close the gaps.