Executive Summary (This is a document excerpt)

Navigating the multifaceted customer relationship management (CRM) technology landscape is challenging. To help CRM professionals make smart decisions, Forrester surveyed 286 companies to understand the adoption patterns for 19 types of customer management technologies. Adoption patterns vary depending on whether a company primarily serves consumers or other businesses — and whether it aggressively invests in technology or is an IT follower. The primary decision-makers for CRM applications are business-side executives, and their most important goal is to foster stronger customer loyalty. But, changing underlying work patterns to achieve this objective is a big challenge, as is linking together the disparate solutions needed to support end-to-end customer processes. To win in today's difficult economic climate, you must choose the best opportunities for quick wins, spend wisely on the right CRM solutions, and implement them correctly. Take advantage of Forrester's CRM data, methods, and tools, which will give you the insights needed to make the right choices and ensure that your company is well positioned for the upturn.

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