One such major technology is customer relationship management. This executive guide is a primer to help technology execs on the next step of their CRM journey. Read this report to help you explore the current state of CRM in your organization, discover the conflicts between various business and technology stakeholders, and ultimately make a final decision for your organization on sourcing, deployment, and optimization.

Of respondents whose organization is planning to or currently adopting CRM, 59% are using or plan to use contact management software, 53% are using or plan to use analytics and reporting software, and 51% are using or plan to use customer service support software (see Figure 3).

Every year, Forrester clients ask us about adoption trends in customer relationship management (CRM). To answer these questions, Forrester’s Enterprise Applications Software Survey, 2025 asked enterprise application software decision-makers in the financial services and insurance industry about multiple aspects of their firm’s CRM strategy.

Customer Relationship Management Marketing Services Market Maturity And Key Dynamics CRM marketing services is a mature market. Its main trend is companies want direct relationships with more of their customers. Its primary challenge is lack of broad agreement on the definition of CRM creates internal misalignment. Its top disruptor is AI upends the delivery of customer lifecycle engagement for both service providers and consumers.

Every year, Forrester clients ask us about adoption trends in customer relationship management (CRM). To answer these questions, Forrester’s Enterprise Applications Software Survey, 2024, asked CRM decision-makers in the financial services industry about multiple aspects of their firm’s CRM strategy.

In our evaluation of customer relationship management (CRM) providers, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.

In our evaluation of customer relationship management (CRM) providers for financial services, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.

CRMs deliver customer 360 and support customer processes such as lead management, account and contact management, sales pipeline management, and ticket management. CRM also supports manager operations and reporting. Vendors are investing in AI-embedded features like collaboration, omnichannel communication, low-/no-code tooling, coaching, and learning to enhance functionality.

Every year, Forrester clients ask us about trends in customer relationship management (CRM) adoption. To help us answer these questions, Forrester’s Software 1 Survey, 2023, asked CRM decision-makers around the world about multiple aspects of their firm’s overall CRM strategy. This report highlights CRM adoption, budgets, motivators and concerns, and vendor sourcing trends to help tech strategists and leaders understand the current state and trajectory of the market.

It helps focus their scarce tech resources on creating brand differentiation instead of supporting commoditized CRM functionalities. Forrester defines financial services CRM as: A customer relationship management system purpose-fit for financial services businesses to engage, attract, acquire, and retain customers and to create insights into customers’ activity and behavior.