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: Define The Right Metrics For Tracking CRM Success

    Performance Management: The CRM Playbook

    September 21, 2017 John Bruno, Kate Leggett

    Defining the right metrics to track success and prompt corrective action is a critical best practice for getting more value out of customer relationship management (CRM) initiatives. This report describes a five-step process for application development and delivery (AD&D) pros to define the right CRM metrics and provides more than 70 examples of specific measures to help you track success. 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: Choose The Right Customer Service Solution For Your Business

    Tools And Technology: The Contact Centers For Customer Service Playbook

    September 19, 2017 Ian Jacobs, Kate Leggett

    Delivering a differentiated customer experience (CX) requires the right technologies, processes, and organizational structures. Therefore, application development and delivery (AD&D) professionals should move away from a build-first mentality and should instead consider whether those customer service technologies already exist within the enterprise. This report provides an overview of options to consider when sourcing these technologies. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. For this version, we've added new data, customer examples, and new technology categories.

  • For Application Development & Delivery Professionals

    REPORT: Choose The Right CRM Solutions For Your Organization

    Tools And Technology: The CRM Playbook

    September 15, 2017 John Bruno, Kate Leggett

    The CRM technology landscape is changing with the commoditization of core features, the rise of point solutions, the shift to software-as-a-service (SaaS) solutions, and the need to provide industry-specific capabilities. Vendor consolidation further complicates the marketplace. This report describes best practices that application development and delivery (AD&D) professionals should follow for selecting the best-fit solutions and provides an overview of top solution offerings to support your CRM strategy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Security & Risk Professionals

    REPORT: Secure The Rise Of Intelligent Agents

    Securing Intelligent Agents Will Stress Application Security Basics

    September 14, 2017 Amy DeMartine, Jennifer Wise

    Early-stage intelligent agents (IAs) have arrived and are gaining traction among consumers. Leaving behind the direct, detailed commands of their virtual assistant predecessors, IAs will soon see more-advanced artificial intelligence, voice recognition, hardware, partner ecosystems, and data integrations, all to create more hyperpersonalized experiences. It won't be long before customers expect to engage with your business using these IAs, potentially exposing vast amounts of their data and yours. Security pros can use this report to secure IAs by starting with virtual assistants.

  • For B2C Marketing Professionals

    REPORT: Harness Loyalty Insights To Build Business Advantage

    Processes: The Customer Loyalty Playbook

    September 13, 2017 Emily Collins

    Many companies that invest in customer loyalty deploy loyalty programs that both incentivize behavior and collect valuable data from engaged and loyal customers. It's easy to treat loyalty as a separate silo within marketing, but the benefits of embracing the loyalty insights that firms can derive from that data have broad-reaching implications for the stability and strength of customer relationships. This report will help B2C marketers push loyalty beyond the program and apply loyalty insights across the organization. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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