Your Guide To Forrester’s CRM Transformation Research
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.