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: Mind The Gap When Organizing To Support Contact Center Applications

    Organization: The Contact Centers For Customer Service Playbook

    April 18, 2018 Art Schoeller

    Contact center applications require high reliability and scale that exceed typical requirements for enterprise applications. Configuring them drives not only the customer experience but the agent and management experience, as well. How should technology organization leaders organize to support these specialized sets of applications? This report examines the gap between contact center operational roles and application development and delivery (AD&D) professionals. 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: The Forrester New Wave™: Conversational Computing Platforms, Q2 2018

    The Seven Providers That Matter Most And How They Stack Up

    April 12, 2018 Rob Koplowitz, Michael Facemire

    In Forrester's evaluation of the emerging market for conversational computing platforms, we identified the seven most significant providers — Amazon, Google, IBM, Microsoft, Nuance Communications, Oracle, and Rulai — in the category and evaluated them. This report details our findings about how each vendor scored against nine criteria and where they stand in relation to each other. Application developers should use this review to select the right partners for their conversational computing platform needs.

  • For Customer Insights Professionals

    REPORT: Q&A: Six Questions To Ask Before Diving Into Text Analytics

    Make The Most Of Your Textual Enterprise Data

    April 4, 2018 Boris Evelson, Elizabeth Cullen

    Your company's understanding of its customers will be incomplete unless you can harness all types of enterprise data — structured and unstructured. While customer insights (CI) pros are comfortable with structured data analysis, they are only beginning to explore opportunities to use text analytics. In this report, CI pros will get answers to six key questions before they start on an often perilous journey of mining and analyzing unstructured enterprise data. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We have elaborated on the uses cases and methods for text analytics in this update.

  • For B2C Marketing Professionals

    REPORT: Harness Loyalty Insights To Build Business Advantage

    Processes: The Customer Loyalty Playbook

    April 2, 2018 Emily Collins

    Many B2C marketers deploy loyalty programs to incentivize behavior and collect valuable customer data. But most squander the full opportunity of their investment when they fail to convert data into insights that foster better customer relationships and actions that benefit the whole enterprise. Read this report to drive more value from your loyalty data and ensure such insights lead to action. 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: Retailers Are Starting To Reap The Rewards Of Omnichannel Commerce

    Landscape: The Omnichannel Commerce Playbook

    March 28, 2018 Michelle Beeson

    Because their customers' expectations are so high, digital business professionals are investing heavily in customer-facing and back-end technology to deliver great experiences. This report analyzes customers' changing shopping behaviors and the various tactics that retailers are using throughout the customer life cycle to deliver superior omnichannel service. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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