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.


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  • For Customer Experience Professionals

    Report: Rethink Customer Service To Build Emotional Engagement

    Service organizations aiming only to appeal to the rational side of customers' needs will have an increasingly difficult time maintaining loyalty. Companies with a reputation for great service f...

  • For Enterprise Architecture Professionals

    Report: The Future Of CCM: Communications-As-A-Service

    Customer communication has increased in volume, speed, and personalization and is now delivered from a variety of platforms and applications. Coordination of outbound communications with custome...

  • For Application Development & Delivery Professionals

    Report: Visual Engagement Drives Relationships And Revenue For Customer Service

    Companies increasingly leverage visual engagement — video, cobrowsing, screen sharing, and annotations — to cut through the customer conversation clutter, to be better understood, and to connect...

  • For Application Development & Delivery Professionals

    Report: Define Your CRM Plan

    To avoid wasting time and effort on ill-conceived customer relationship management (CRM) initiatives, you should keep a laser focus on creating business value. Sound planning for CRM requires ap...

  • For Application Development & Delivery Professionals

    Report: Stop Buying End-To-End CRM

    Companies rely heavily on mature CRM suites to provide operational efficiencies as sales, marketing, and customer service organizations interact with customers. But with companies placing greate...

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Analysts who cover Customer Relationship Management (CRM)