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.

Refine your results

Date Range

Role

Methodology

Industry

Topics

Market Imperatives

Region

Vendor

Analyst

274 results in Reports

  • Marketing Methods
  • For Customer Insights Professionals

    Report:Master Your Mobile Loyalty Moments

    Continuous Improvement: The Customer Loyalty Playbook

    Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and moments...

    • Downloads: 815
  • For Customer Insights Professionals

    Report:Create An Evolved Loyalty Strategy, Not Just An Effective Program

    Executive Overview: The Customer Loyalty Playbook

    In the age of the customer, it's more important than ever to engage effectively with your customers — how, when, and where they desire. To do this, customer insights (CI) professionals must...

    • Downloads: 1148
  • For B2B Marketing Professionals

    Report:Foster Channel Partner Loyalty For Competitive Advantage

    Executive Overview: The Channel Partner Loyalty Playbook

    Business-to-business (B2B) vendors have long understood the power of channels and wielded their channel networks as competitive weapons. But the channel ecosystem is undergoing dramatic changes, and...

    • Downloads: 480
  • For B2C Marketing Professionals

    Report:Compare Your B2B Content Marketing Maturity

    Benchmarks: The Content Marketing Playbook

    Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about features and benefits to delivering valuable information that drives...

    • Downloads: 458
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2014 To 2019 (Western Europe)

    ForecastView Spreadsheet

    Total social media advertising spending within the 17 Western European countries covered in this forecast is expected to reach €4.3 billion by 2019, up from €2.6 billion in 2014, growing at...

    • Downloads: 6
  • For B2C Marketing Professionals

    Report:Organize For Mobile Marketing Success

    Organization: The Mobile Marketing Playbook

    Marketing teams are expanding their use of mobile across functional, geographic, and brand boundaries, and the mobile vendor ecosystem is still fragmented and increasingly convoluted. The result?...

    • Downloads: 568
  • For B2B Marketing Professionals

    Report:Brief: Gauging Channel Partner Loyalty

    Introducing The Forrester Partner Loyalty Index Tool

    Competition for productive channel partners is acute in the tech industry and other business-to-business (B2B) verticals — so knowing your partners' loyalty is imperative. But loyalty is...

    • Downloads: 71
  • For B2B Marketing Professionals

    Report:Drive Continuous Improvement With A Holistic Measurement System

    Continuous Improvement: The Lead-To-Revenue Playbook

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing's activities (and budget) to the result of revenue generation. But creating a system for sustained,...

    • Downloads: 601
  • For B2C Marketing Professionals

    Report:Create Marketing Your Customers Can Use

    How To Infuse Marketing Programs With Usefulness

    Half of US online adults are always addressable, meaning that they personally use at least three Internet-connected devices and access the Web multiple times per day from multiple physical locations....

    • Downloads: 383
  • For B2C Marketing Professionals

    Report:Build The Case For Content Marketing On Efficiency, Differentiation, And Granular Metrics

    Business Case: The Content Marketing Playbook

    Content marketing doesn't exist in most CFOs' lexicons. This is because budgets for content marketing at many business-to-business (B2B) and business-to-consumer (B2C) companies simply do not exist;...

    • Downloads: 332
  • For B2C Marketing Professionals

    Report:Delivering Brand Engagement With Short-Form Social Videos

    Video-Sharing Platforms Such As Vine Can Deliver For Marketers — As Long As They Focus On Utility, Discovery, And Sharing

    Emerging short-form social video platforms, such as Instagram and Vine, have a combined global reach closing in on 200 million users and growing quickly. For marketers, the short-form videos shared...

    • Downloads: 450
  • For B2C Marketing Professionals

    Report:Drive Returns With Adaptive Content Promotion

    Marketers Deploy Flexible Paid Promotion Budgets Behind Earned And Owned Content To Drive Awareness, Advocacy, And Sales

    The big preplanned media buy for product- or brand-centric messages is seeing increasing competition from a nimbler creature: granular media buys for branded or earned content. Here, marketers pay to...

    • Downloads: 123
  • For B2B Marketing Professionals

    Report:Automate Your End-To-End L2RM Process

    Tools And Technology: The Lead-To-Revenue Playbook

    A myriad of marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These marketing automation...

    • Downloads: 694
  • For B2C Marketing Professionals

    Report:Balance User Needs With Business Goals

    Strategic Plan: The Email Marketing Playbook

    This report articulates a strategic plan for how marketing leaders can improve their email programs today and create humanized, integrated messages in the future. We recommend that marketers build...

    • Downloads: 548
  • For Customer Insights Professionals

    Report:Craft A Customer Loyalty Strategy That Raises Your Maturity

    Strategic Plan: The Customer Loyalty Playbook

    Companies that attempt to drive loyalty with a cookie-cutter strategy and ignore customer insights (CI) struggle and lack meaningful results. CI professionals seeking to build a loyalty strategy that...

    • Downloads: 508
  • For B2C Marketing Professionals

    Report:Master Content Marketing To Drive Engagement, Credibility, And Preference

    Executive Overview: The Content Marketing Playbook

    Today's empowered consumers are in control and telling brands where, when, and how they are open to a mutually valuable exchange of information. To counter growing media fragmentation and consumer...

    • Downloads: 480
  • For CMO Professionals

    Report:It's Time To Put Shoppers Back Into Shopper Marketing

    Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

    CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically...

    • Downloads: 383
  • For eBusiness & Channel Strategy Professionals

    Report:2014 European Mobile Banking Functionality Benchmark

    Garanti Tops Our Review Of European Banks' Mobile Services

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the retail mobile banking offerings of 11 retail banks across Europe on more than 35 criteria. The banks have laid strong...

    • Downloads: 343
  • For CMO Professionals

    Report:2013 B2B CMO Imperatives

    Driving Growth With Customer Insights, Marketing Automation, And Content Marketing

    Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

    • Downloads: 1112
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2014: Mobile Trends In eBusiness

    Navigate Beyond The Hype To Drive Near-Term Results

    In 2014, there will be more than 2 billion smartphones globally. Mobile is becoming not only the new digital hub but also the bridge to the physical world. That's why mobile will affect more than...

    • Downloads: 909
  • For eBusiness & Channel Strategy Professionals

    Report:Digital Financial Services Teams Should Embrace Game Mechanics

    Digital teams at financial services firms have been slower than digital teams in other industries to adopt game mechanics. But the success of game mechanics in sectors like airlines and education has...

    • Downloads: 506
  • For Customer Experience Professionals

    Report:What Drives A Profitable Customer Experience

    The Most Critical Factors In The CX-Loyalty Equation Across 17 Industries

    Firms have no shortage of ideas on how to improve customer experience (CX). What many haven't had is a good way to prioritize those ideas — until now. Forrester recently conducted a survey of...

    • Downloads: 862
  • For B2C Marketing Professionals

    Report:Profiling Brand-Loyal And Price-Conscious US Consumers

    A Technographics® Data Essentials Document

    Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

    • Downloads: 111
  • For B2B Marketing Professionals

    Report:Brief: Do Not Pay Your Influencers

    Use Nonfinancial Incentives That Will Help You Drive Authentic Word Of Mouth

    Influencer engagement programs can be highly effective for achieving social reach objectives because they help spread a brand's messages through influencers' well-established connections. But...

    • Downloads: 141
  • For B2C Marketing Professionals

    Report:Mobile App Discovery: Best Practices To Promote Your App

    Most brands would love to have their apps among the top 25 most downloaded apps on the Apple App Store or Google Play. With more than one million apps available, there's a great risk that your app...

    • Downloads: 582