For Business Process & Applications Professionals

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	December 11, 2008 Trends 2009: Customer Relationship Management Strategy And Business Value Are The Watchwords For The Next 12 Months by William Band with Sharyn Leaver, Andrew Magarie	Average: 9  (3 ratings)

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Executive Summary

In light of the sudden and dramatic economic downturn, what are the key trends that will drive customer relationship management (CRM) strategies and technology adoption in 2009? Our recent surveys and interviews with customer-oriented business and IT executives suggest that the business needs driving sustained investment in CRM in the recent past will be even more compelling. Locking in customer loyalty through deeper engagement and differentiated experiences will continue as critical priorities, but navigating the complex CRM solution vendor landscape will be challenging. Six trends dominate the agenda of CRM professionals: 1) the necessity to adapt to the rapidly changing "social" consumer; 2) the need for more robust CRM strategies; 3) the requirement to build bulletproof cases to gain project funding; 4) the need to reduce CRM project risks; 5) the imperative to unlock the value of customer data; and 6) the battle to redress vendor pricing and licensing arrangements. Use Forrester CRM data and tool kits to successfully plot a course through the turmoil ahead.

TABLE OF CONTENTS

• Unlocking Value From CRM Again Takes Center Stage
• CRM Business Drivers Become Even More Impossible To Ignore
• The CRM Solution Provider Landscape Continues To Evolve
• 2009 Trends To Watch

RECOMMENDATIONS

• Use Forrester CRM Data And Tool Kits To Thrive In Tough Times
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