customer relationship management (CRM)

Discover how to optimize customer relationship management (CRM) programs, from software selection to CSM training.

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Blog

Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy

Rusty Warner March 21, 2023
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Blog

Forrester Focuses The Lens On Industry-Specific CRM Solutions

Kate Leggett December 22, 2022
Enterprises are rapidly adopting industry-specific CRM. They are leaning into the promises to speed transitions to the cloud, to modernize the front office, and to enable enterprises to focus talent on creating brand differentiation. According to data and analytics decision-makers at enterprises from Forrester’s Data And Analytics Survey, 2022, the business priorities most frequently identified […]

CX APAC — Bold Focus

Drive success with CX and digital in 2023. Discover what to prioritize, where to invest, and what's on the cutting edge.

Blog

We Have Liftoff! Effective Customer Onboarding Is The Launchpad To Customer Value

Shari Srebnick December 13, 2022
Customer onboarding is critical for successful adoption, revenue retention, and growth.
Blog

Unlock Loyalty Throughout The Customer Lifecycle

Mary Pilecki November 17, 2022
Loyalty marketers, the scope of your job just expanded. And before you panic, it’s a good thing. Loyalty marketers have conventionally focused their efforts on customers post-purchase: increasing customer retention, enrichment, and advocacy. But brands and customers alike have faced unprecedented challenges over the last few years, including a pandemic, supply chain issues, and social […]
Blog

Poor Change Management Kills CRM Success — Here Is How To Get It Right

Kate Leggett October 3, 2022
Ready to give up on your CRM deployment? Before you do, you should know: CRM is a huge market. It is valued at $63.91 billion today and projected to grow to $145.79 billion by 2029, at a CAGR of 12.5%. Eighty-two percent of enterprises use CRM. Yet when I surveyed hundreds of business and IT […]
Blog

Clean Up Your Martech And Loyalty Tech Ecosystem

Mary Pilecki October 3, 2022
We all know that there is a big difference between working hard and working smart. And specifically for marketers, the status quo often makes working smart impossible — functional silos inhibit internal efficiencies and negatively impact the overall customer experience. Some of today’s biggest marketing silos are technology-based — different platforms for different functions. Let’s […]
Blog

Announcing The CRM Forrester Wave™ Evaluations — And How To Use Them

Kate Leggett August 7, 2022
The global customer relationship management market is projected to grow from $63.91 billion in 2022 to $145.79 billion by 2029, at a CAGR of 12.5%. This second wave that CRM is experiencing is aimed at transforming engagement and business outcomes across an enterprise, surpassing its initial remit of increasing front-office productivity. Companies use CRM to […]

CX EMEA — Bold Focus

Drive success with CX and digital in 2023. Discover what to prioritize, where to invest, and what's on the cutting edge.

Blog

Picking An Agency To Maximize The Value Of Your First-Party Data

Stephanie Liu June 27, 2022
For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships. In Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022, a whopping 76% of B2C marketing respondents said that they are […]
Blog

Industry CRM: A Cocreation Opportunity For Vendors And Their Partners

Kate Leggett May 17, 2022
More and more enterprises are opting for industry CRM solutions over its horizontal counterpart. These new solutions offer a vehicle for closer, more intentional relationships with the vendor's partners. This blog explores the top four benefits, as heard from the CRM vendors we spoke with.
Podcast

What’s Next For Customer Loyalty?

What It Means April 7, 2022
Customer loyalty is not a new concept, but a confluence of trends has increased the emphasis that brands are placing on it. In this episode, VP and Principal Analyst Mary Pilecki dives into these trends and provides a sneak preview of new research that will be unveiled at CX North America.
Blog

Three Things Tech Executives Should Know Right Now About CRM

Kate Leggett March 24, 2022
CRM is a foundational front-office technology. Enterprises originally used CRM to provide operational efficiencies for sales, marketing, and customer service organizations. Today, CRM is undergoing a second wave of adoption, where it’s used more broadly to support customers through their end-to-end journeys. The city of Los Angeles used CRM to get emergency aid — $36 […]
Blog

Use Forrester’s Framework To Understand The CRM Landscape

Kate Leggett February 17, 2022
We all know that CRM today is not a singular technology. It’s a collection of discrete, composable technologies that cover a huge swath of capabilities for the front office — capabilities that depend on how complex your deployment is and the needs of your specific industry — yet irrespective of the characteristics of your organization, […]

CX Can Thrive In The Downturn

CX leaders can boost their organization's economic resilience. Find out how in this complimentary report.

Blog

The Future Of CRM: A Forrester Perspective

Kate Leggett January 25, 2022
Learn three key drivers that are expanding CRM’s remit and transforming the technology.
Blog

Make Data Strategy Your New Year’s Resolution

Stephanie Liu January 11, 2022
Start 2022 with renewed marketing opportunity by assessing your data strategy and finding opportunities to round out your understanding of customers and prospects. Last year, we saw third-party cookie deprecation heat up, Apple enact its App Tracking Transparency framework, and growing consumer privacy awareness — for example, 84% of US online adults use at least […]
Blog

Industry Clouds Accelerate Their Momentum Into 2022

Kate Leggett September 30, 2021
Struggling to use cloud to differentiate your brand? Learn about the rapidly-growing industry cloud market in this blog post.
Blog

There’s A New Forrester Wave™ For Sales Force Automation — And The Leaders Embody Current Sales Trends

Kate Leggett April 21, 2021
COVID has upended business as we knew it, and sales organizations have felt this impact. Almost half of B2B US companies have slashed their sales teams. Sellers work from home, over digital channels, and sales managers have become much more data-driven and focused on post-sale engagement to preserve and grow revenue. There’s a much-needed increased […]
Blog

Three Key CRM Trends In 2021 That Will Allow You To Better Engage Your Customers

Kate Leggett April 1, 2021
For a 30-year-old technology category, it is amazing to see the CRM (customer relationship management) industry continue to grow at a staggering rate. Why? Because CRM is at the heart of every business that wants to compete on customer experience. It enables companies to access 360-degree views of customers in real time to drive reliable, […]

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Attend our live predictions webinar for CX leaders to explore the forecasts defining 2023 success.

Blog

Retailers: Here’s How Consumers Are Shopping This Holiday Season

Sucharita Kodali December 17, 2020
The retail holiday season is in the home stretch. We expect US online holiday sales this year will top $173 billion — or fully 24% more than last year.
Blog

Salesforce Picks Up (The) Slack To Extend CRM’s Reach Into Collaboration But Won’t Dethrone Microsoft Teams

Kate Leggett December 1, 2020
Find out how Salesforce plans to use the $28B buy to extend the reach of its CRM platform.
Blog

What Do Your Customers Want For The Holidays? Confidence

Andrew Hogan October 29, 2020
Now’s the time to make sure your customers understand whether they’ve found the right product on your site or app, know when they’ll receive their item in time, and know how to easily return the item if it isn’t quite right.
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