Why Read This
This report is the executive overview of Forrester's solution for application development and delivery (AD&D) professionals looking to implement customer relationship management (CRM) strategies and solutions. We've entered a new era that Forrester calls the age of the customer. The new power of customers means that a focus on the customer now matters more than any other strategic imperative. Forrester's CRM playbook outlines four steps for AD&D professionals to follow to transform customer-facing business processes to deliver differentiated customer experiences: 1) discover the value of CRM; 2) plan the right strategy; 3) act to execute the strategy with precision; and 4) optimize your results.