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 Application Development & Delivery Professionals

    REPORT: Now Tech: Cloud Contact Center Providers, Q3 2018

    Forrester's Overview Of 24 Cloud Contact Center Providers

    August 10, 2018 Art Schoeller

    You can use cloud contact center providers to rapidly deliver critical contact center capabilities, reduce or eliminate capex for hardware and software, and protect existing contact center investments. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. AD&D leaders in customer service should use Forrester's Now Tech report to understand the value they can expect from a cloud contact center provider and select vendors based on size and functionality.

  • For Application Development & Delivery Professionals

    REPORT: Build An Outside-In Contact Center Road Map

    Road Map: The Contact Centers For Customer Service Playbook

    August 7, 2018 Art Schoeller

    In most industries, a large percentage of customer contacts need support from contact center agents. Developing a solid contact center road map in the context of a broader customer experience (CX) ecosystem allows enterprises to differentiate themselves from the competition and reduce costs. This report outlines the road map planning of Forrester's solution for customer service leaders. 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: The Six Factors That Separate Hype From Hope In Your Conversational AI Journey

    Map Market Coverage And Language Support To Drive Value In Your Conversational Customer Interactions

    August 6, 2018 Leslie Joseph

    Despite the hype around artificial intelligence (AI) and conversational computing over the past few years, the killer conversational app for the enterprise is still elusive. Investments in natural language-based applications, including chatbots and speech-based assistants, usually disappoint. This report provides a reality check on the state of conversational computing across languages and use cases to help application development and delivery (AD&D) professionals outline a pragmatic strategy.

  • For Application Development & Delivery Professionals

    REPORT: Embrace Continuous Improvement To Power Customer Service Operations

    Continuous Improvement: The Contact Centers For Customer Service Playbook

    August 3, 2018 Kate Leggett, Art Schoeller

    Companies struggle to deliver effective, personal customer service that meets customer expectations and doesn't break the bank. Application development and delivery (AD&D) pros can improve customer service delivery by solidifying existing foundations, choosing a pragmatic approach to benchmarking current operations, and investing in initiatives that have real impact. This report provides a framework for how to embrace continuous improvement for customer service. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Help Customers Connect With You When They Need Answers To Insurance Questions

    Digital Feature Fix: Offer Customers Both Self-Service And Human Help

    August 1, 2018 Ellen Carney, August Du Pont

    Digital insurance teams have made their firm's sites and apps much easier to use to speed up quoting, buying, and servicing for customers. But customers will always have questions, even when visiting the best-designed insurance sites. Digital teams must get customers' questions answered quickly or risk losing potential new customers to a competitor that can provide the needed help. This brief explains how digital insurance teams can expand the contact options available to customers and make them easier to use and illustrates good practices from leading firms.

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