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: The Forrester Wave™: Salesforce Implementation Partners In Asia Pacific, Q2 2019

    The 10 Providers That Matter Most And How They Stack Up

    June 24, 2019 Frederic Giron, Michael Barnes

    In our 23-criterion evaluation of Salesforce implementation partners in Asia Pacific, we identified the 10 most significant ones — Accenture, Capgemini, Cognizant, Deloitte, IBM, Infosys, NTT DATA, PwC, Salesforce, and Wipro — and researched, analyzed, and scored them. This report shows how each provider measures up and helps application development and delivery (AD&D) professionals select the right one for their needs.

  • For Application Development & Delivery Professionals

    REPORT: The Forrester Wave™: Customer Service Solutions, Q2 2019

    The 12 Providers That Matter Most And How They Stack Up

    June 18, 2019 Kate Leggett

    In our 33-criterion evaluation of customer service solution providers, we identified the 12 most significant ones — Appian, bpm'online, Freshworks, Microsoft, Oracle, Pegasystems, Salesforce, SAP, ServiceNow, SugarCRM, Verint, and Zendesk — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer service leaders select the right one for their needs.

  • For B2B Marketing Professionals

    REPORT: The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019

    The 13 Providers That Matter Most And How They Stack Up

    June 17, 2019 Steven Casey

    In Forrester's evaluation of the emerging market for B2B customer data platforms (CDPs), we identified the 13 most significant providers in the category — Arm Treasure Data, BlueVenn, CaliberMind, Celebrus, Dun & Bradstreet, Evergage, FirstHive, Lattice Engines, Leadspace, Lytics, Radius Intelligence, Tealium, and Zylotech — and evaluated them. This report details our findings about how well each vendor scored against 10 criteria and where they stand in relation to each other. B2B marketers can use this review to select the right partner for their B2B CDP needs.

  • For Application Development & Delivery Professionals

    REPORT: FAQ: How To Measure Chat Quality Management

    Identify Your Goals And Measure What Matters

    June 11, 2019 Ian Jacobs, Kate Leggett

    What are brands doing around chat quality management (QM)? What are they measuring? How are they scoring? Is it any different from quality management for other customer service channels? In this brief, we answer the most common questions from Forrester clients and customer service leaders about chat QM and provide some key best practices.

  • For Application Development & Delivery Professionals

    REPORT: The Forrester New Wave™: Conversational AI For Customer Service, Q2 2019

    The 14 Providers That Matter Most And How They Stack Up

    June 11, 2019 Ian Jacobs

    In Forrester's evaluation of the emerging market for conversational AI for customer service, we identified the 14 most significant providers in the category — [24]7.ai, Aivo, Avaamo, Cognigy, eGain, Inbenta Technologies, Interactions, IPsoft, Kore.ai, LogMeIn, Nuance Communications, Omilia, Salesforce, and Verint— and evaluated them. This report details our findings about how well each vendor scored against 10 criteria and where they stand in relation to each other. Customer service application professionals can use this review to select the right partner for their conversational AI needs.

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