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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Market Imperatives




42 results in Reports

  • Customer Relationship Management (CRM)
  • Past 6 months
  • For eBusiness & Channel Strategy Professionals

    Report:Get Better Results — Virtual Agents Are Key To Improving Site Search

    As technology has become increasingly sophisticated, consumer search expectations and behaviors have evolved. Unfortunately, traditional site search technology has failed to evolve at the same pace....

    • For CIO Professionals

      Report:Brief: CIOs Must Overcome Five Barriers To Digital Business Mastery

      Transforming toward digital mastery is a challenge, and many companies face additional barriers resulting from their past successes and failures. These organizational dysfunctions get in the way of...

      • For Security & Risk Professionals

        Report:Build A Privacy Organization For Consumer Data Management

        Organization: The Data Security And Privacy Playbook

        How companies handle and protect consumer data privacy is much more than a compliance issue. Privacy is a competitive differentiator, and firms that fail to have a cohesive privacy strategy and...

        • Downloads: 58
      • For B2C Marketing Professionals

        Report:Predictions 2016: Social Gets Reinforcements

        Social Marketers Will Partner With Colleagues In Customer Service And Media Buying

        Both consumers and marketers love to use social media — but brands still struggle to get value from the big social networks. In 2016, social marketers won't just refocus their efforts on...

        • Downloads: 85
      • For Infrastructure & Operations Professionals

        Report:ITSM Falls Short Of Your 2016 Needs

        Processes: The Workforce Enablement Playbook For 2015

        Organizations everywhere have begun digital business transformations to stimulate long-term growth. But many are ignoring their most precious assets — the people who sustain and improve the...

        • Downloads: 156
      • For Application Development & Delivery Professionals

        Report:Vendor Landscape: Interactive Voice Response Solutions

        Make IVRs A Strategic Component, Not Just A Necessary Evil

        Are interactive voice response (IVR) solutions a necessary evil, old technology on its way out, or a strategic component of enterprise self-service? How is IVR evolving and what role can it play in...

        • Downloads: 69
      • For Application Development & Delivery Professionals

        Report:Mind The Gap When Organizing To Support Contact Center Applications

        Organization: The Contact Centers For Customer Service Playbook

        Contact center applications frequently require special service levels — such as uptime, performance, and scale — that exceed typical requirements for enterprise applications. Configuring...

        • Downloads: 477
      • For Application Development & Delivery Professionals

        Report:Vendor Landscape: Social Customer Service Solutions

        Choose Your Social Tools To Match Your Organization's Style Of Work

        Customers have made it clear: They want to interact with companies via social media channels. Many customers, especially younger ones, also want to receive customer service via social channels. The...

        • Downloads: 70
      • For Security & Risk Professionals

        Report:Forrester's Customer IAM Security Maturity Model

        Customer identity and access management (IAM) is essential to providing customers an easy-to-use, easy-to-administer, cost-effective, and most importantly, secure, experience. This Customer IAM...

        • Downloads: 49
      • For Application Development & Delivery Professionals

        Report:Design Your Contact Center From The Outside In

        Strategic Plan: The Contact Centers For Customer Service Playbook

        As enterprises strive to offer better customer experiences, they need to drive organizational and operational change into contact center architectural design. Today's challenge is not only...

        • Downloads: 1429
      • For Application Development & Delivery Professionals

        Report:Refine The Source Of Truth In Your Contact Center To Drive Better Performance

        Performance Management: The Contact Centers For Customer Service Playbook

        To quote Yogi Berra, "If you don't know where you are going, you'll end up someplace else." Today's contact centers are not lacking a large quantity of data about their performance, especially now...

        • Downloads: 357
      • For Application Development & Delivery Professionals

        Report:Vendor Landscape: Knowledge Management For Customer Engagement

        Eighteen Solutions For Delivering Differentiated Experiences

        Customers today want effortless engagement, and they increasingly leverage web or mobile self-service as a first point of contact with a company. Knowledge management solutions power self-service...

        • Downloads: 146
      • For Application Development & Delivery Professionals

        Report:Capitalize On SaaS CRM Solutions With Better Governance

        Organization: The CRM Playbook

        Organizations increasingly adopt software-as-a-service (SaaS) CRM solutions, but many have not adapted their governance processes and policies to get maximum value out of those solutions....

        • Downloads: 821
      • For Application Development & Delivery Professionals

        Report:Stop Buying End-To-End CRM

        Evaluate CRM As An Ecosystem Instead

        CRM technologies are mature, and companies leverage them heavily to provide operational efficiencies as sales, marketing, and customer service organizations interact with customers. Today, business...

        • Downloads: 150
      • For Application Development & Delivery Professionals

        Report:Assess Customer Service Capabilities To Pinpoint Opportunities For Better Service

        Assessment: The Contact Centers For Customer Service Playbook

        In the age of the customer, the transformative effects of social computing and ubiquitous mobility are challenging how organizations can most effectively manage their interactions with customers....

        • Downloads: 2045
      • For Infrastructure & Operations Professionals

        Report:Five Key Initiatives To Wow Your Workforce With Your Service Desk

        Extend Your Service Desk Automation Now

        Each interaction between your employees and your service desk affects the reputation of the entire infrastructure and operations (I&O) team. To delight (or, as we like to say, wow) members of your...

        • Downloads: 123
      • For Application Development & Delivery Professionals

        Report:Choose The Right CRM Solutions For Your Organization

        Tools And Technology: The CRM Playbook

        The CRM technology landscape is tough, due to the commoditization of core features, the rise of point solutions, the shift to software-as-a-service (SaaS) solutions, and the need to provide mobile...

        • Downloads: 1687
      • For Application Development & Delivery Professionals

        Report:Define The Right Metrics For Tracking CRM Success

        Performance Management: The CRM Playbook For 2015

        Defining the right metrics to track success and prompt corrective action is a critical best practice for getting more value out of customer relationship management (CRM) initiatives. In addition to...

        • Downloads: 2119
      • For Application Development & Delivery Professionals

        Report:Map The Way To Your CRM Business Outcomes

        Road Map: The CRM Playbook For 2015

        When application development and delivery (AD&D) professionals create a customer relationship management (CRM) road map, they need to evaluate alternative CRM tactics, identify and leverage synergies...

        • Downloads: 726
      • For Security & Risk Professionals

        Report:The Cybercriminal's Prize: Your Customer Data And Intellectual Property

        Business Case: The Data Security And Privacy Playbook

        Protecting customer data such as credit card information, log-in credentials, and other personally identifiable information (PII) is one of the top priorities for both security and risk (S&R) leaders...

        • Downloads: 1010
      • For Application Development & Delivery Professionals

        Report:Weave Support For Text Chat Into Your Omnichannel Customer Service Strategy

        Text Messaging Is The "Non-App" Application For Customer Service

        Application development and delivery (AD&D) professionals face a distinct challenge serving the increasingly mobile customer. Getting consumers to download, install, and regularly use mobile...

        • Downloads: 183
      • For Application Development & Delivery Professionals

        Report:Digital Experience Technology Integration: Go Beyond Just A Basket Of Solutions

        Tools And Technology: The Digital Experience Delivery Playbook

        Technical integration is a major pain point for application development and delivery (AD&D) professionals supporting digital experience (DX). While vendor platforms increasingly want to tell an...

        • Downloads: 1959
      • For Application Development & Delivery Professionals

        Report:Define Your CRM Plan

        Strategic Plan: The CRM Playbook

        To avoid wasting time and effort on ill-conceived CRM initiatives, you keep a laser focus on creating business value. Sound planning for CRM requires application development and delivery (AD&D)...

        • Downloads: 1033
      • For Enterprise Architecture Professionals

        Report:Correspondence Management — A Reclamation Project For Many But A Superfund Site For Most

        Ten Best Practices To Achieve 50% Adoption By 2020

        Enterprises have been glacially slow to convert customer correspondence produced from core systems to electronic delivery, despite potential bottom-line and customer experience benefits. To reach...

        • Downloads: 82
      • For Application Development & Delivery Professionals

        Report:Vendor Landscape: Contact Center Interaction Management

        Contact Center Technology Continues To Evolve To Integrated Suites

        Serving the digital consumer by moving to a full omnichannel contact center has become an imperative, not a luxury. Vendors supplying contact center interaction management (CCIM) software continue to...

        • Downloads: 206