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 Insights Professionals

    REPORT: The Forrester Wave™: Customer Analytics Solutions, Q2 2018

    Tools And Technology: The Customer Analytics Playbook

    June 11, 2018 Brandon Purcell

    In our 39-criteria evaluation of customer analytics solutions providers, we identified the nine most significant ones — Adobe, AgilOne, IBM, Manthan, NGDATA, Salesforce, SAP, SAS, and Teradata — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer insights (CI) professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: Make Privacy A Competitive Differentiator

    Executive Overview: The Customer Trust And Privacy Playbook

    June 4, 2018 Fatemeh Khatibloo

    Consumers are increasingly aware of the value of their personal data. As a result, companies can no longer afford to dismiss customer concerns about the use of that data — failure to respect customers' data preferences will drive them to more customer-obsessed competitors. The customer trust and privacy playbook addresses the tools, technologies, responsibilities, and requirements that B2C marketers need to build trusted relationships and ensure success in an era of consumer-managed data and increased scrutiny of privacy practices. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: How To Build A Customer Success Program

    The Five Things You Need To Effectively Deliver Customer Success

    May 16, 2018 TJ Keitt

    Many business-to-business (B2B) leaders believe customer success management (CSM) will help them manage the customer experience (CX). But how do you build a CSM organization to do this? This report tells CX professionals the five factors they need to have in an effective CSM function.

  • For Application Development & Delivery Professionals

    REPORT: Mitigate CRM Risks With Sound Deployment Practices

    Processes: The CRM Playbook

    May 15, 2018 Kate Leggett

    To succeed in the age of the customer, application development and delivery (AD&D) professionals who support front-office business processes cannot afford failed technology projects. Customer relationship management (CRM) projects can be costly, affect many employees, and suffer from a lack of vendor support. Based on a survey of 221 business and tech organization professionals, this report helps AD&D professionals determine how to organize their solution deployment, recognize the risks they face, and avoid pitfalls. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: How Dirty Is Your Data?

    Strategic Plan: The Customer Trust And Privacy Playbook

    May 14, 2018 Fatemeh Khatibloo

    As consumers' privacy concerns grow, marketers must rethink their data practices. Today's data governance practices — the rules that guide what consumer data a company collects; how it stores, transfers, and manages that data; and how it uses and disposes of that data — are nebulous at best and dangerously misguided at worst. Marketers must redefine how their organizations treat customers' personal data. This report helps B2C marketers categorize the different types of data their firms collect and provides guidelines on how to govern that data. 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.

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