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.

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273 results in Reports

  • Marketing Methods
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2013: Marketing And Merchandising

    Forrester partnered with Shop.org for its annual report of eCommerce benchmarks, gathered from a survey of retailers that sell online. We published the first 2013 report earlier this year, covering...

    • Downloads: 1063
  • For B2B Marketing Professionals

    Report:B2B Marketing Tactics And Results: Channel-Oriented Versus Direct

    Channel Ecosystem Entropy Diminishes Results

    In this economic climate of scrutinized marketing budgets and demonstrable return on investment (ROI) expectations, business-to-business (B2B) marketers need to make sure that they're doing the right...

    • Downloads: 389
  • For B2C Marketing Professionals

    Report:Forrester Research Online Display And Search Marketing Forecast, 2014 To 2019 (Asia Pacific)

    ForecastView Spreadsheet

    Total display and search advertising spending within the five Asia Pacific countries (Australia, China, India, Japan, and South Korea) covered in this forecast is expected to grow at a five-year...

    • Downloads: 7
  • 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 B2B Marketing Professionals

    Report:Partner Loyalty Metrics That Matter

    Performance Management: The Channel Partner Loyalty Playbook

    Program performance management is about systematic measurement and relentless adjustment, in this case, of your channel partner loyalty program. The first step for sales enablement professionals in...

    • Downloads: 382
  • 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: 141
  • For B2B Marketing Professionals

    Report:Score Your Partner Program For Loyalty

    Assessment: The Channel Partner Loyalty Playbook

    To determine how well your partner program is performing today, and set a baseline for what to improve moving forward, measuring all the significant activity you put into building channel loyalty is...

    • Downloads: 346
  • 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: 844
  • For B2B Marketing Professionals

    Report:Make The Case For Partner Loyalty Investment

    Business Case: The Channel Partner Loyalty Playbook

    Partners will remain loyal to a vendor to the extent that the vendor relationship helps them achieve their business goals. The strength of this partner-vendor relationship is determined by multiple...

    • Downloads: 300
  • For B2B Marketing Professionals

    Report:Using A Results Chain To Model Your Lead-to-Revenue Process

    This results chain toolkit is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Forrester recommends that B2B marketing leaders use a results chain model to frame and...

    • Downloads: 34
  • For B2C Marketing Professionals

    Report:The Path To Mobile Marketing Mastery

    Executive Overview: The Mobile Marketing Playbook

    Today, two-thirds of US online adults use a smartphone, and Forrester predicts this number will grow. Many marketers realize that more and more customers are mobile-dominant, but few recognize the...

    • Downloads: 748
  • For B2C Marketing Professionals

    Report:Push Mobile Engagement To The Next Level

    Integrate Push Notifications Into Your Marketing Approach

    Push notifications make the most of mobile marketing's unique attributes: intimacy, immediacy, and context. When consumers opt in to receive push notifications, it means they trust you to the point...

    • Downloads: 598
  • For B2C Marketing Professionals

    Report:How People Choose

    Get People To Do What You Want By Limiting Decision Stress

    Marketers miscalculate how consumers make purchase decisions. Why? Because the rapid adoption of digital technology gives marketers a false sense of precision about how they predict consumer behavior...

    • Downloads: 462
  • 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: 920
  • For B2C Marketing Professionals

    Report:Mobile Apps For Marketing

    When And How Interactive Marketers Should Build Apps For Marketing Purposes

    Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from...

    • Downloads: 676
  • For B2C Marketing Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook

    Customers are in the midst of a mobile mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

    • Downloads: 1405
  • For eBusiness & Channel Strategy Professionals

    Report:Customer Advocacy 2013: How US Consumers Rate Their Financial Services Firms

    Customers Rate Their Banks, Credit Card Issuers, Insurers, And Investment Firms

    For 10 years Forrester has shown that customer advocacy — the perception on the part of customers that their firm does what's best for them, not just the firm's own bottom line — is the...

    • Downloads: 680
  • For B2C Marketing Professionals

    Report:A Marketer's Guide To The Mobile Mind Shift

    Landscape: The Mobile Marketing Playbook

    Your customers are on smart mobile devices. The question is: how many, what do they expect, and what are they doing? The average US smartphone owner spends over an hour per day interacting with their...

    • Downloads: 1240
  • 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: 511
  • For Customer Experience Professionals

    Report:Brief: Loyalty Program Members Give Brands Higher Customer Experience Index Scores

    Many loyalty programs include perks that are designed to give a firm's best customers a differentiated experience. But do they deliver? In this brief, we answer that question by comparing the...

    • Downloads: 100
  • For B2C Marketing Professionals

    Report:Scale Success with Programmatic Multichannel Media Buying

    This report will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic on video, mobile, and social; and...

    • Downloads: 749
  • For B2C Marketing Professionals

    Report:Score Your Mobile Marketing Maturity

    Assessment: The Mobile Marketing Playbook

    This report for marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of marketers are still in the early...

    • Downloads: 630
  • For B2B Marketing Professionals

    Report:Lead-To-Revenue Management Benefits Realization Plan

    This toolkit is a companion to "Plan, Don't Hope, For Lead-To-Revenue Benefits," the performance management report of the lead-to-revenue playbook. In that report, we introduced three techniques that...

    • Downloads: 28
  • For B2C Marketing Professionals

    Report:Get To Know Mobile Tactics

    Tools And Technology: The Mobile Marketing Playbook

    Smartphone adoption is increasing and propelling your audience into the growing segment of always addressable customers. A key touchpoint for these mobile-savvy and connected consumers, smartphones...

    • Downloads: 931
  • For B2B Marketing Professionals

    Report:Brief: B2B Content Fails The Customer Engagement Test

    Stories, Narrative, And Video Help Shift The Focus To Customers

    Engaging content can mean the difference between creating a business opportunity and losing to a competitor. Nowhere is the struggle to produce compelling business-to-business (B2B) content more...

    • Downloads: 340