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: Define The Right Metrics For Tracking CRM Success

    Performance Management: The CRM Playbook

    October 12, 2018 Kate Leggett

    Defining the right metrics to track success and prompt corrective action is a critical best practice for getting more value out of CRM initiatives. This report describes a five-step process for application development and delivery (AD&D) pros to define the right CRM metrics and provides more than 70 examples of specific measures to help you track success. 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: Q&A: What Marketers Need To Know About Zero-Party Data

    October 10, 2018 Fatemeh Khatibloo

    B2C marketers know how difficult it is to build and maintain a trusted relationship with consumers. The introduction of regulations like the European Union's General Data Protection Regulation (GDPR) and Vermont's data broker registration law make the use of third-party data — a crucial marketing tool — even more difficult for marketers. There's another option, though: zero-party data. This report dives into zero-party data, how it differs from first-party data, and how B2C marketers should treat this sensitive information.

  • For B2B Marketing Professionals

    REPORT: The Three C's Of Shadow Channel Recruitment

    Develop And Exercise Ideal Partner Profiles To Engage The Partners You Now Need

    September 26, 2018 Jay McBain

    In our report "Death Of The Traditional IT Channel," Forrester defined new types of hyperspecialized shadow channels that successfully sell to the new B2B buyer. B2B channel and marketing leaders recognize that new influencers affect their customers' buying cycle but struggle to refocus their recruitment efforts. This report shows how to leverage ideal partner profiles (IPPs) and deploy the right content to the right channel communities, using superconnectors to provide access to and influence on new verticals, buyers, segments, solutions, and geographies.

  • For CIO Professionals

    REPORT: Secure Customers And Protect Your Brand

    Executive Overview: The Cybersecurity And Privacy Playbook

    September 25, 2018 Laura Koetzle

    Today, CIOs and CTOs are transforming the foundations of their business with technology; for that transformation to succeed, you must transform your cybersecurity and privacy practices simultaneously. This report provides an overview of Forrester's framework for securing your customers, protecting your brand, and driving differentiation: the cybersecurity and privacy playbook.

  • For Application Development & Delivery Professionals

    REPORT: The Forrester Wave™: Cloud Contact Centers, Q3 2018

    The 11 Providers That Matter Most And How They Stack Up

    September 25, 2018 Art Schoeller

    In our 32-criterion evaluation of cloud contact center providers, we identified the 11 most significant ones — 8x8, Aspect, Avaya, Cisco, Enghouse Interactive, Five9, Genesys, NewVoiceMedia, NICE inContact, Serenova, and Talkdesk — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer service leaders select the right cloud contact center provider for their needs.

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