Executive Summary (This is a document excerpt)

To help customer relationship management (CRM) professionals make smart decisions and navigate the complex CRM technology landscape, Forrester surveyed 286 companies. The goal was to determine the business value-add adjusted for uncertainty of 19 types of customer management technologies as defined by three criteria: 1) How critical is each to business success? 2) What is the technology's reputation for value? 3) How difficult is it to implement and use? Community platforms, customer forums, and enterprise feedback management solutions — all of which enable new ways to connect more closely with customers — have debuted on the CRM stage. However, selling, order taking, and customer service remain the solutions that deliver the most certain business value-add. Customer data management and business intelligence solutions are becoming much more robust, supporting deeper customer insights and better decision-making. Use Forrester data, methodologies, and tools to pinpoint quick wins and to make the best choices for your organization.

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