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

269 results in Reports

  • Marketing Methods
  • For B2C Marketing Professionals

    Report:Upgrade Your Marketing Plans With Push Notifications And In-App Messaging

    Push notifications and in-app messaging offer new opportunities for marketers to engage their audiences in their mobile moments. But these opportunities for engagement are a double-edged sword: If...

    • Downloads: 275
  • For B2B Marketing Professionals

    Report:Partner Marketing Capabilities Assessment

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

    • Downloads: 48
  • For Customer Insights Professionals

    Report:Marketers Are Using Data To Fuel Effective Mobile Campaigns

    Learn From Chinese Enterprises Making Effective Use Of Mobile Data To Power Contextual Marketing

    Chinese consumers, who comprise the world's largest mobile installed base, make dynamic use of mobile data in their daily lives. To thrive, organizations in China must excel at leveraging mobile data...

    • Downloads: 177
  • For eBusiness & Channel Strategy Professionals

    Report:Loyal Insurance Agents Drive Sales

    Take Five Actions To Increase Agency Sales

    Even after nearly 20 years of online, and now mobile, insurance experiences, US consumers and small businesses trust and turn to agents more than any other channel to handle their insurance needs....

    • Downloads: 130
  • For B2C Marketing Professionals

    Report:The State Of Mobile Technology For Marketers, 2014

    Adoption of smartphones is skyrocketing around the globe. Sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is simply part...

    • Downloads: 1248
  • For B2B Marketing Professionals

    Report:Best Practices For Social Content Hubs

    A social content hub can be an effective tactic for providing prospective buyers with a dynamic destination to explore your products and offerings. But before you invest in the resources and...

    • Downloads: 320
  • 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: 587
  • For B2C Marketing Professionals

    Report:Use Social Content Curation Tools To Feature Your Consumers

    Choose Solutions That Showcase Brand Experiences And Drive Exploration

    Chances are, you've stumbled on a media gallery on a brand's social hub or online product catalog and scrolled through photos of blissful customers wearing, eating, or posing with a product. This is...

    • Downloads: 247
  • For Customer Insights Professionals

    Report:Organize For Marketing Measurement

    Firms are eager to develop a fully integrated marketing performance measurement strategy as the next step in optimizing marketing budgets and plans. But how do they manage the process? This report...

    • Downloads: 468
  • For B2C Marketing Professionals

    Report:Brief: Create Social Marketing Videos That Connect With Customers

    Video in social media can be valuable for marketers, despite its current sluggish engagement. This report showcases video examples and best practices to inspire and direct your own efforts.

    • Downloads: 162
  • For B2C Marketing Professionals

    Report:Convergence Disrupts Europe's TV Ad Market

    Consumers' Adoption Of New Viewing Platforms Will Reshape Europe's Television Ad Industry

    As European viewers get used to more choices — with more channels, pay services, and viewing devices — an increasing share of their viewing will fall outside the bounds of established...

    • Downloads: 246
  • For CMO Professionals

    Report:Big-Box Retailers Must Be Trusted And Essential To Build Their Brand

    Technographics® TRUE Brand Compass: Big-Box Retail

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all consumer industries now have a steeper hill to climb to earn brand preference, referral,...

    • Downloads: 327
  • For Customer Insights Professionals

    Report:The State Of Cross-Channel Attribution Technologies 2015

    Benchmarks: The Marketing Measurement And Insights Playbook

    During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 71 customers about their cross-channel attribution efforts and their vendor partnerships....

    • Downloads: 625
  • For CMO Professionals

    Report:How To Build A Strong B2B Brand Experience

    Processes: The Brand Experience Playbook

    As business buyers gain control over their purchase process with easy access to product specs, peer reviews, and competitive intelligence, business-to-business (B2B) organizations must depend on a...

    • Downloads: 1031
  • For B2C Marketing Professionals

    Report:Measurement Powers Content Marketing Success

    Performance Management: The Content Marketing Playbook

    How is content influencing audiences? Is your brand forging the basis of better long-term and more efficient relationships with existing and future customers? And how is all of this activity...

    • Downloads: 760
  • For B2C Marketing Professionals

    Report:The Internet Of Things Redefines Brand Engagement

    Connected Objects Will Deliver The Brand Experience Of The Future

    Despite the hype around the dozens of billions of connected objects to appear in the next five to 10 years, the internet of things (IoT) seems to open up more business opportunities in the industrial...

    • Downloads: 248
  • For B2C Marketing Professionals

    Report:Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

    • Downloads: 860
  • For Infrastructure & Operations Professionals

    Report:Bolster Your Brand With A Greener Technology Ecosystem

    How Technology Strategy Contributes To Brand Positioning And Differentiation

    Your customers, employees, partners, and possibly regulators demand increasing transparency in company operations and products. Among the various aspects of transparency they seek is greater...

    • Downloads: 89
  • For B2B Marketing Professionals

    Report:Take Lead-To-Revenue Management Beyond The Campaign

    Leverage Contextual Multichannel Marketing To Keep Pace With The Evolved B2B Buyer

    If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And, campaigns have never been the most...

    • Downloads: 303
  • For B2C Marketing 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, B2C marketing professionals must help their firms...

    • Downloads: 1371
  • For B2C Marketing Professionals

    Report:Google Glass: What Marketers Need To Know

    Utility-Based Marketing Is In; Advertising Is Out

    Google Glass, the new head-mounted device from Google, has the potential to be the next great platform for app development — as disruptive and fertile a platform as the iPhone has been....

    • Downloads: 723
  • For B2C Marketing Professionals

    Report:Establish A Baseline For Mobile KPIs

    Benchmarks: The Mobile Marketing Playbook

    Marketers continue to advance from being mobile novices to approaching mobile strategically. With this maturity comes the responsibility to prove the success of mobile programs. However, in a rapidly...

    • Downloads: 464
  • For B2B Marketing Professionals

    Report:Pave The Way To Partner Loyalty Maturity

    Identify Resources For Implementing A Partner Strategy

    In this report, we present a compendious road map to guide sales enablement professionals through the steps to build a partner loyalty program or to revamp an existing one. Follow this road map — and...

    • Downloads: 419
  • For B2C Marketing Professionals

    Report:The French Shopper Journey: Use The Customer Life Cycle To Anticipate What Customers Will Do Next

    The Customer Life Cycle Helps B2C Marketers Prioritize Channels And Touchpoints At Each Phase Of Your Customers' Path To Purchase

    B2C marketers must plan beyond the marketing funnel to support consumers across their entire life cycle. This report takes a closer look at French consumers' path to purchase, highlighting their use...

    • Downloads: 103
  • For B2C Marketing Professionals

    Report:Interactive Channels To Watch In 2014

    This report is the latest installment in an annual series on how marketing leaders leverage interactive channels. Email marketing and display advertising still top marketer's lists, but mobile and...

    • Downloads: 384