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 Customer Experience Professionals

    REPORT: The Best And Worst Of Customer Service Via Facebook Messenger

    A Forrester Digital UX Review

    November 15, 2017 Laura Naparstek, Andrew Hogan, Ian Jacobs

    As a CX professional, you need to know which companies are enabling customer service effectively via Facebook Messenger and how. Why? Because the practice is spreading, so your executives are bound to notice — and ask you about it. To answer this question, we adapted Forrester's digital UX review methodology to evaluate 11 notable brands' customer service offerings via Facebook Messenger. This report highlights what they're doing well, what they're doing poorly, and recommends how to do it successfully at your organization.

  • For Application Development & Delivery Professionals

    REPORT: Predictions 2018: Blended AI Will Disrupt Your Customer Service And Sales Strategy

    Prepare For Dips In Customer Satisfaction And Service Levels

    November 9, 2017 Daniel Hong, Nick Barber, Ian Jacobs, John Bruno, Kate Leggett, Art Schoeller

    Artificial intelligence. All the craze. Application development and delivery (AD&D) professionals are on the frontline in learning how to use AI in customer service and sales. Whether that's through chatbots, robotic process automation, or virtual assistants, you have the task of setting expectations as to what's possible with AI. In 2018, it's time to make AI work. You must separate fact from fiction, and start understanding the operational aspects you need to support AI while still keeping tabs on areas where you can apply it to improve customer service and sales.

  • For B2C Marketing Professionals

    REPORT: Predictions 2018: Data Drives Media Disruption

    Who Has Data, And How The Way They Use It Will Determine Success

    November 8, 2017 Susan Bidel, Collin Colburn, Brigitte Majewski, Samantha Merlivat, Jim Nail, Fatemeh Khatibloo

    The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C marketers, advertising technology (adtech) vendors, agencies, and media companies a competitive advantage, while others will scramble to survive. Read this report to learn who wins and who loses across the media landscape in 2018.

  • For Application Development & Delivery Professionals

    REPORT: Predictions 2018: New Technologies Propel Software Development

    Serverless, Low-Code, And Natural Interfaces Emerge To Complement Agile And DevOps Adoption

    November 7, 2017 Christopher Condo, Jeffrey S. Hammond, Randy Heffner, Rob Koplowitz, Diego Lo Giudice, John R. Rymer

    Every company is in the software business. Fast, iterative delivery of high-quality software means better customer engagement and higher satisfaction. Software development leaders face new opportunities and challenges in delivering for the business; read this report to identify the important inflections in software development during 2018.

  • For Application Development & Delivery Professionals

    REPORT: Refine The Source Of Truth In Your Contact Center To Improve Performance

    Performance Management: The Contact Centers For Customer Service Playbook

    October 30, 2017 Art Schoeller

    To quote Yogi Berra, "If you don't know where you are going, you'll end up someplace else." Contact centers don't lack for performance data, especially now that many capture extensive customer feedback. Advances in speech and text analytics add rich data about agent interactions but can become another island of information. This report shows how application development and delivery (AD&D) professionals supporting contact centers can best use this data, turn it into actionable information, and drive continuous improvement, resulting in better customer service. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new data and customer examples.

View all research

Analysts Who Cover Customer Relationship Management (CRM)

View all related analysts