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: Quantifying The Business Value Of SaaS

    Business Case: The SaaS Transformation Playbook

    February 15, 2019 Liz Herbert, Adam Schlegel

    Software-as-a-service (SaaS) continues to grow in popularity across every type of enterprise application. And SaaS purchases can be both expensive and mission-critical — putting more pressure on potential buyers to create a formal business case. This report for application development and delivery (AD&D) professionals looks at the longer-term impact of replacing an on-premises application with SaaS and includes models for CRM and ERP. This is an update of a previously published report.

  • For Application Development & Delivery Professionals

    REPORT: Now Tech: Omnichannel Customer Service Outsourcers, Q1 2019

    Forrester's Overview Of 28 Omnichannel Customer Service Outsourcing Providers

    February 14, 2019 Ian Jacobs, Laura Naparstek

    You can use omnichannel customer service outsourcing to improve cost efficiency, quickly stand up digital engagement channels, and adjust to unexpected customer interaction volume. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size and tenure in the landscape, functionality, geography, and vertical market focus. Customer service pros should use Forrester's Now Tech report to understand the value they can expect from a customer service outsourcer and select vendors based on size and functionality.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Digital Ups The Stakes For B2B Sales Pros

    Vision: The B2B eCommerce Playbook

    February 13, 2019 Allen Bonde

    Nearly four years after forecasting that 1 million B2B salespeople would be displaced by 2020, Forrester sees B2B buyers both accelerating their shift to self-service and demanding higher-quality interactions with sales pros. This report explores how and why leading digital business pros are automating the order-taking process and digitally enabling sales reps for unified, full-spectrum B2B commerce.

  • For Security & Risk Professionals

    REPORT: Tackle The California Consumer Privacy Act Now

    Use Your GDPR Compliance Programs To Prepare For The New CCPA Requirements

    February 8, 2019 Enza Iannopollo

    In less than one year's time, regulators in California will start enforcing the requirements of the California Consumer Privacy Act (CCPA). Brazil has just passed new privacy regulations, and India is discussing doing so. GDPR standards and requirements are a common theme across this new legislation. Security and privacy professionals must repurpose their GDPR programs to comply with CCPA and address privacy globally. This report outlines the main steps companies must take today to kick off their preparation for CCPA.

  • For CIO Professionals

    REPORT: Determine Your Data's Worth: Data Plus Use Equals Value

    Intermediate Level: Strategy Practices For Insights-Driven Businesses

    February 5, 2019 Jennifer Belissent, Ph.D.

    As the data economy heats up, the fear of being left behind leaves company execs in a cold sweat. Board members ask about data commercialization strategies, and the question that is top of mind for most is "What's my data worth?" Many have struggled with this question for years. The answer has been elusive in part because people have been looking in the wrong place. There is no inherent value in data — it is worthless unless someone does something with it. This report will outline how CIOs can price data products based on the value derived from the data's use.

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