Forrester

Why Read This Report

The fundamental business needs that drive the requirement for effective and efficient customer management practices remain unchanged for 2011: acquiring new customers; building tighter bonds of loyalty; and reducing the costs of marketing, selling, and servicing. But, business and IT professionals responsible for customer-facing processes still struggle to ensure their plans focus on customer benefits, clearly identify the processes and constituencies that will be affected, and specify the associated information and technology functionality needs. This report describes how business process professionals can capitalize on 12 important customer management trends when setting their plans for 2011. Use Forrester's Customer Management Trends Impact Analysis Framework to pinpoint the key steps to make your plans bulletproof.