Why Read This
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 creating specific metrics for operational functions such as sales, marketing, and customer service, application development and delivery (AD&D) pros also need to measure customer feedback generated by voice of the customer (VoC) programs and customer sentiment expressed through social media. Once these metrics are in place, companies must monitor employee adoption and participation metrics to ensure that information workers are making the most of new CRM tools. This report describes a five-step process for defining the right CRM metrics and provides more than 70 examples of specific measures to help you track success. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.