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 Infrastructure & Operations Professionals

    REPORT: Be Aware Of These Sourcing Trends For Managed Services And Cloud

    Road Map: The Cloud Computing Playbook

    December 11, 2018 Bill Martorelli

    As the nature of sourcing demand and delivery continues to evolve, infrastructure and operations (I&O) professionals will witness the impact of service delivery automation, which has been percolating for several years. Governance strategies will also evolve to succeed in increasingly diverse scenarios encompassing hybrid cloud. Innovation and continuous improvement are essential topics in the changing market of managed technical services. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We're updating it now to reflect our latest research on sourcing strategy in the era of development, DevOps, and the cloud.

  • For Application Development & Delivery Professionals

    REPORT: Gauge Your CRM Maturity

    Assessment: The CRM Playbook

    December 10, 2018 Kate Leggett

    An explosion of channels, new technologies like artificial intelligence, and demanding consumers challenge organizations to reshape the way that they target, acquire, retain, understand, and collaborate with customers. CRM success is a journey, not a destination. Every journey has a starting point. This report guides application development and delivery (AD&D) pros supporting CRM through Forrester's CRM assessment so that they can gauge where their organizations are on their journeys and discover which core competencies they need to strengthen or develop.

  • For Application Development & Delivery Professionals

    REPORT: The Forrester New Wave™: Natural Language Generation For Analytics, Q4 2018

    The Nine Providers That Matter Most And How They Stack Up

    November 28, 2018 Boris Evelson

    In Forrester's evaluation of the emerging market for natural language generation (NLG) for analytics, we identified the nine most significant providers in the category — Arria, Automated Insights, AX Semantics, IBM, Marlabs, Narrative Science, Salesforce, SAP, and Yseop — 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. Application development and delivery (AD&D) professionals working on analytics projects can use this review to select the right platform for their NLG requirements.

  • For Application Development & Delivery Professionals

    REPORT: Vendors Battle For The Heart Of The Contact Center

    Landscape: The Contact Centers For Customer Service Playbook

    November 28, 2018 Kate Leggett, Art Schoeller, Ian Jacobs, Laura Naparstek

    The heart of the contact center comprises a set of complex, unintegrated technologies, which firms must leverage to deliver quality service. But application development and delivery (AD&D) pros supporting customer service operations need cloud-ready, deeply integrated technology suites. This report examines the market dynamics and buyer requirements for contact center technologies. 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: Predictions 2019: Customer Service And Sales

    Invest In Humans In 2019, As Chatbot Backlash Will Emerge

    November 8, 2018 Daniel Hong, Tom Kaneshige, Ian Jacobs, Kate Leggett, Art Schoeller

    The promises of AI have yet to make a material impact in customer service and sales. Companies cannot simply replace employees with AI-driven software, as customers and markets are becoming far more complex. Application development and delivery (AD&D) pros should read this report for Forrester's predictions in the customer service and sales software space, including changes to technology, customer backlash against chatbots, and more. Prepare for a new playing field for customer service and sales in 2019.

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