Customer Relationship Management (CRM)

CRM systems leverage technology to organize and synchronize marketing, sales, customer service, and technical support processes, helping organizations reduce costs and improve efficiency. Forrester provides advice on how to plan, justify, evaluate, implement, and improve areas like sales force automation and sales effectiveness, customer service and support, customer self-service and assisted service, and multichannel management. Research coverage includes CRM architecture, strategy, deployment, and services.

Latest Research

  • For Customer Insights Professionals

    REPORT: It's Time To Raise The Bar With Analytics

    Assessment: The Customer Analytics Playbook

    January 19, 2018 Brandon Purcell

    Customer analytics powers customer obsession by helping insights-driven businesses understand their customers and drive growth. While advanced statistical techniques form the backbone of customer analytics, the foundation of enterprise success comes from maturity in six mission-critical components: strategy, structure, data, analytics and measurement, process, and technology. This report provides a self-assessment to help customer insights (CI) professionals determine where they fall in Forrester's customer analytics maturity model. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Application Development & Delivery Professionals

    REPORT: Unlock The Hidden Value Of Chatbots For Your Customer Service Strategy

    Go Beyond Just Cost Reduction

    January 19, 2018 Daniel Hong, Ian Jacobs

    Chatbots have strong appeal as firms bring mass personalization to customers. Cost savings are the best-known benefit, but less-well-known benefits include insights from unstructured data, cost optimization, and experience improvement for customers and agents. This report details how application development and delivery (AD&D) pros can create a chatbot strategy for customer service that aligns with business benefits that transform engagement.

  • For Application Development & Delivery Professionals

    REPORT: Five Key CRM Trends For 2018 That Shape How Companies Drive Relationship And Revenue

    Vision: The CRM Playbook

    January 16, 2018 Kate Leggett

    In the age of the customer, good customer experiences are the only sources of competitive differentiation. CRM has the potential to transform customer relationships, but companies have only started to tap into the true power of these solutions. This report summarizes the top trends that application development and delivery (AD&D) professionals need to consider when planning for CRM success in 2018. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Enterprise Architecture Professionals

    REPORT: Personalized, Fast Data Delivers Business Outcomes Your CEO Cares About

    Vision: The Data Management Playbook

    January 16, 2018 Michele Goetz

    As investment in data and analytics has grown, satisfaction in analytic capabilities has decreased and dissatisfaction has increased. The crux of the situation is that data management can't start with systems and databases. For enterprise architecture (EA) pros, today's data vision is to make data relevant, timely, and impactful to attain the CEO's mandate for the digital business.

  • For CIO Professionals

    REPORT: Digital Insights Are The New Currency Of Business

    Beginner Level: Technology Practices For Insights-Driven Businesses

    January 12, 2018 Brian Hopkins, Ted Schadler

    Businesses are drowning in data but starving for insights. Worse, they have no systematic way to consistently turn data into action. This can't continue. Demanding customers and competitive pressures require firms to treat insights — not just data — as a business asset. Firms need to create "systems of insight," a combination of people, process, and technology, to close the gap between insights and action. Read this report to see how CIOs can lead their firms to find, test, and codify digital insights in software, leading to more intelligent engagement and better decisions. This is an update to a previously published report.

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