Many Forrester clients are downloading my new report “Trends 2011: Customer Relationship Management — Twelve Trends Drive Planning For Customer-Centric Process Transformation.”The report summarizes my own recent research but benefits from the work of more than a dozen analysts at Forrester who are studying various facets of customer relationship process management transformation. As a consequence, I am getting many calls asking how to find, and get access to, the unique research that underpins the report.

Despite the popularity of CRM solutions, business process pros tell us they still struggle with how to define the right customer management strategies, re-engineer customer-facing business processes, and effectively acquire and deploy the right supporting technology solutions that will meet their needs. Looking ahead, what trends will dominate the planning agendas of business and IT professionals responsible for transforming customer-facing business processes in 2011? Here is a summary of the 12 trends and links to our key research reports for those who want to take a deep-dive into the underlying Forrester data and analysis.

Trend 1: The negative revenue impact of poor multichannel customer experience is recognized.

TechRadar™ For BP&A Professionals: The Extended CRM Application Ecosystem, Q3 2009

What Is The Right Customer Experience Strategy?

How To Build A Customer-Centric Culture

The Business Impact Of Customer Experience, 2010

How Companies Improve Their Customer Experience Index Scores

Updated 2010: Forrester's Best Practices Framework For CRM

Trend 2: Business process management extends to the front office.

Extend Business Process Management To The Front Office To Transform Customer Service

Market Overview: Customer Service Specialty Solutions

The Forrester Wave™: Business Process Management Suites, Q3 2010

Trend 3: The business value of social customer engagement becomes more evident.

Topic Overview: Social CRM Goes Mainstream

The ROI Of Online Customer Service Communities

Winners Of The 2010 Forrester Groundswell Awards (Consumer North America)

Trend 4: The hidden costs of sales enablement becomes intolerable.

Uncovering The Hidden Costs Of Sales Support

A SIMPLE Sales Enablement Framework

Trend 5: Demand generation evolves into the lead-to-revenue-management process.

Lead-To-Revenue Management Transforms Tech Marketing

Trend 6: eCommerce integrates with CRM, BI, and OMS.

The Forrester Wave™: B2C eCommerce Platforms, Q4 2010

Trend 7: Voice of the-customer programs rise in importance.

Lessons Learned From Three Award-Winning Voice Of The Customer Programs

Ten Major Voice Of The Customer Trends

Trend 8: Frontline users push for user-friendly customer data analysis tools.

The Forrester Wave™: Enterprise Business Intelligence Platforms, Q4 2010

Empower BI HEROes With Self-Service Tools

Trend 9: Adopting customer data management best practices remains a challenge.

The Forrester Wave™: Enterprise Data Quality Platforms, Q4 2010

Master Data Management Adoption Trends

Trend 10: Mobile applications empower customer-facing workers.

Mobile Applications Will Empower Enterprise Business Processes

Trend 11: CRM cost of ownership models evolve toward better transparency.

Packaged Apps In The Cloud: Cost Of Ownership Models Evolve Toward The Transparency Of SaaS

Trend 12: SaaS buyers turn to advanced questions about governance.

Inquiry Spotlight: SaaS, H1 2010