Executive Summary (This is a document excerpt)

Forrester's customer relationship management (CRM) research helps CRM professionals embrace best practices — from process optimization to technology implementation — to improve the customer experience and drive top-line growth. Our research spans marketing, sales, customer service, customer analytics, data management, and how the rise of the social Web is affecting the way customers buy from and interact with organizations of all types. Key topic areas include anticipating and exploiting customer and technology disruptions, strategizing to pinpoint quick wins, justifying CRM investments to prove value, selecting the right CRM solutions, and optimizing customer processes through adoption of best practices.