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: Stop Trying To Replace Your Agents With Chatbots

    Four Approaches To Using Chatbots To Augment Your Agents Offer Clear Benefits For Companies And Customers

    April 17, 2019 Ian Jacobs

    Customer service organizations are in a heightened state of chatbot mania. Many are rushing to replace their agents with chatbots, believing that doing so will cut costs and increase efficiencies. But removing agents from the service workflow is not the only — or even the easiest — way to gain those efficiencies. Customer service leaders should read this report to learn four approaches to, and the benefits of, agent augmentation — not replacement.

  • For Security & Risk Professionals

    REPORT: Protect Your Intellectual Property And Customer Data From Theft And Abuse

    Executive Overview: The Data Security And Privacy Playbook

    April 16, 2019 Stephanie Balaouras

    Data is the lifeblood of today's digital businesses. Sophisticated cybercriminals are determined to steal it, and employees can abuse it. IP theft erases competitive advantage, and privacy violations undermine customer trust. Forrester's data security and privacy playbook guides security and risk pros through major changes to processes for data policy development, inventory, classification, and protection, and identifies the technologies and services that will help you design and implement effective data security while enforcing privacy policy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new events and data.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Envisioning The Future Of Omnichannel Commerce

    Vision: The Omnichannel Commerce Playbook

    April 16, 2019 Brendan Witcher

    Omnichannel is not a new concept, but B2C, B2B, and even B2B2C companies still grapple with how to transform from multichannel to omnichannel. Omnichannel capabilities cover four key areas: view of the customer, engagement, fulfillment, and pricing. This report helps digital business professionals understand how and why these areas are separate projects, as well as why these capabilities are critical to successfully win and retain business from empowered customers. 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: Transform Customer Processes And Systems To Improve Experiences

    Executive Overview: The CRM Playbook

    April 15, 2019 Kate Leggett

    The age of the customer means that a focus on the customer now matters more than any other strategic imperative. Forrester's CRM playbook outlines four steps that application development and delivery (AD&D) professionals should follow to transform customer-facing business processes to deliver differentiated customer experiences (CXes): 1) discover the value of CRM; 2) plan the right strategy; 3) act to execute the strategy with precision; and 4) optimize your results. 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: Use Your Contact Center To Deliver Great Banking Customer Experiences

    Great Customer Service Does Not Happen By Chance

    April 4, 2019 Aurelie L'Hostis

    We surveyed and interviewed executives at retail banks to understand the state of contact centers and customer service in retail banking. This report examines the findings from our survey and interviews of executives at banks who are members of Efma. It reveals retail banks' lack of maturity at managing customer service. The report also highlights good practices that customer service and digital business strategy professionals at banks can use to improve their customer service.

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