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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46 results in Reports

  • Customer Data
  • Past 18 months
  • For CIO Professionals

    Report:Digital Insights Are The New Currency Of Business

    Build Systems Of Insight To Consistently Turn Big Data Into Business Action

    Businesses are drowning in data but starving for insights. Worse, they have no systematic way to consistently turn data into action. This can't continue. Demanding customers and competitive pressures...

    • Downloads: 212
  • For Customer Experience Professionals

    Report:Brief: How Customer Data Elevates Experiences

    Companies now have access to an abundance of customer data. At the same time, customer attitudes regarding the use of customer data are shifting. Today's customers expect companies to make use of...

    • Downloads: 270
  • For Application Development & Delivery Professionals

    Report:You Can't Personalize Digital Experiences Without Predictive

    Predictive Analytics Solutions Are The Personalization Engine That Digital Experience Platforms Lack

    Digital experience delivery vendors have generally fallen short in their use of predictive analytics to contextualize digital customer experiences. Many of these vendors offer simple, rules-based...

    • Downloads: 235
  • For Enterprise Architecture Professionals

    Report:Are You Using Data To Win? Discover Your Data Management Maturity

    Benchmarks: The Data Management Playbook

    Enterprise architects need to marshal resources to meet the business requirement for fast, accurate data delivery and, at the same time, modernize the platform from the outside in. Forrester...

    • Downloads: 331
  • For Enterprise Architecture Professionals

    Report:Fix The Data Problems That Destroy Your Customer Effectiveness

    Marketing, sales, and customer service professionals consider customer relationship management (CRM) applications the single source of truth about a customer. However, poor quality customer...

    • Downloads: 171
  • For eBusiness & Channel Strategy Professionals

    Report:Use Customer-Centric Metrics To Benchmark Your Digital Success

    Benchmarks: The Digital Business Transformation Playbook

    It's easy to measure basic digital metrics like page views or the number of Facebook fans you have, but all too often these superficial metrics offer little or no insight into how your firm is...

    • Downloads: 274
  • For Customer Experience Professionals

    Report:Four Questions That Free Employees To Access Customer Data

    A Guide For Customer Experience Pros Looking To Break Down Information Silos

    The vast majority of the information workforce directly supports customers or helps their organizations understand customers' behavior. But the way that organizations warehouse client data and...

    • Downloads: 107
  • For Customer Insights Professionals

    Report:Make Sense Of A Fractured Consumer Data Ecosystem

    Landscape: The Personal Identity And Data Management Playbook

    Although widespread adoption of personal identity and data management (PIDM) remains a few years away, the ecosystem of data lockers, digital identification tools, and authorization managers is...

    • Downloads: 520
  • For Customer Insights Professionals

    Report:Quick Take: Oracle Acquires Offline Data Powerhouse Datalogix

    The Deal Touts Ubiquitous Customer Recognition And Targeting, But Only If Oracle Manages The Integration Well

    On December 22, 2014, Oracle announced that it has signed an agreement to acquire Datalogix, the Colorado-based consumer transaction data firm. This acquisition adds yet another significant data...

    • Downloads: 82
  • For Application Development & Delivery Professionals

    Report:Map The Way To Your CRM Business Outcomes

    Road Map: The CRM Playbook

    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: 589
  • For Customer Insights Professionals

    Report:It's Time To Raise The Bar With Analytics

    Assessment: The Customer Analytics Playbook

    Customer analytics allows marketers to get smarter about customer behavior using advanced analytical and statistical methods. Although the science and math behind the analytics are key to success,...

    • Downloads: 908
  • For Customer Insights Professionals

    Report:How To Make Social Media Data Actionable

    Processes: The Social Intelligence Playbook

    Social media provides customer insights (CI) professionals with a wealth of customer data, an invaluable resource for competing in the age of the customer. But every piece of valuable insight is...

    • Downloads: 2538
  • For Application Development & Delivery Professionals

    Report:Better Customer Relationships Require Trusted Data

    High quality customer data is required to support every point in the customer journey. The right customer information in context allows companies to deliver positive customer experiences which can...

    • Downloads: 224
  • For B2C Marketing Professionals

    Report:Content Marketers Share Data With Other Brands To Close The Loop From Interest To Sales

    Second-Party Data Provides More Reach Than First-Party And More Granularity Than Third-Party Data

    As marketing leaders amass rich and detailed records of the interests and intents of their customers, the value they can derive from second-party data — by intelligently patching into other...

    • Downloads: 173
  • For CIO Professionals

    Report:Find A Date To The Data Dance

    Partners Facilitate The Commercialization Of Data Assets

    You've got data! A growing number of companies are recognizing the value of their data assets — and not just for internal use. The commercialization of these data assets will become an...

    • Downloads: 129
  • For CIO Professionals

    Report:Design Your Organization To Take Control Of Your Customer Data

    Part Two In A Two-Part Series On Designing Your Data Organization

    As firms try to ramp up their data capabilities to make the best use of their customer data, they are finding a lot wrong with the state of their organization. They lack the skills and knowledge they...

    • Downloads: 206
  • For Customer Insights Professionals

    Report:Define Data Responsibilities To Boost Enterprise Intelligence

    Who Does What To Maximize The Impact Of Customer Data

    As firms try to ramp up their data capabilities to make the best use of customer data, they are finding a lot wrong with the state of their organization. They lack the skills and knowledge they need,...

    • Downloads: 148
  • For Enterprise Architecture Professionals

    Report:Predictions 2015: The Data Economy Goes Mainstream

    CIOs Will Race To Unlock Marketable Data Insights

    The data economy — the market system of buyers and sellers exchanging data to create insights and value — will dramatically expand in 2015. New data sources and new data analytics tools...

    • Downloads: 269
  • For Customer Insights Professionals

    Report:Quick Take: IBM-Twitter Partnership Narrows The Data To Insights Gap

    And In Turn Lures Business To The Cloud

    What happens in Vegas, stays in Vegas — unless you tweet about it. On October 29, IBM and Twitter announced a partnership to help enterprises get customer insights from the social giant's...

    • Downloads: 84
  • 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: 1862
  • For Application Development & Delivery Professionals

    Report:Forrester's Best Practices Framework For Customer Service Self-Assessment

    • Downloads: 127
  • For Application Development & Delivery Professionals

    Report:Assess CRM Capabilities To Pinpoint Opportunities

    Assessment: The CRM Playbook

    This report describes the best practices assessment that underpins Forrester's solution for application development and delivery (AD&D) executives looking to implement customer relationship...

    • Downloads: 2798
  • For Customer Insights Professionals

    Report:How Dirty Is Your Data?

    Strategic Plan: The Personal Identity And Data Management Playbook

    As personal identity management (PIDM) begins to take shape, companies must think about their customer insights (CI) practices differently. Today's data governance policies — the rules that...

    • Downloads: 585
  • For CIO Professionals

    Report:It's Time To Take Your Data To Market

    Your Data May Have Tremendous Commercial Potential

    Data is exploding — some statistics claim 90% of the world's data has been generated in the past two years. This environment has resulted in companies starting to examine the commercial...

    • Downloads: 267
  • For CIO Professionals

    Report:Case Study: Data-Driven Customer Engagement Transforms Public Services

    Société De Transport De Montréal Thanks Passengers And Drives Revenues

    Airlines court frequent fliers with rewards for loyalty and as a consequence get to know their customers better. Why not public transportation? In Canada, Société de Transport de...

    • Downloads: 146