customer relationship management (CRM)

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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 […]
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 […]

Predictions 2022 For CX Leaders

Make CX a business hero in 2022. Discover five factors that pave the way to success this year.

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, […]
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.

US Public Sector Predictions 2022

Discover how the President's Management Agenda will shape agencies' priorities in 2022.

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, […]
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.
Blog

Predictions 2021: It’s All About Empathy, Digital, And Virtualizing Customer Care

Ian Jacobs October 21, 2020
The purpose of customer service is no longer just to alleviate run-of-the-mill inconveniences; it is to provide fundamental and necessary services for consumers devastated by the COVID-19 pandemic. Learn how customer service will evolve in 2021.
Blog

Predictions 2021: Divided Consumers Will Wrestle With Escalating Individual, Community, And Global Tensions

Anjali Lai October 16, 2020
Escalating tensions will influence consumer behavior in 2021 as we move beyond crisis mode and see the new patterns forged from the current crisis. Read our consumer predictions for 2021.
Blog

Real-Time, Contactless Feedback During The Pandemic

Steven Peltzman September 30, 2020
FeedbackNow by Forrester has launched new contactless feedback solutions so companies can measure and adjust their customer experiences in real-time throughout the pandemic.

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.

Video

B2C Firms Must Prepare As Consumer Buying Enters A New Era

Sucharita Kodali September 11, 2020

Blog

Evolve Your CRM From Departmental CRM To Unified CRM

Kate Leggett September 9, 2020
CRM is widely used by companies both big and small. Gone are the days when it was purchased as a monolithic on-premises application. Today, it’s almost exclusively deployed in the cloud. As CRM moved to the cloud, business leaders in charge of sales, service, and marketing drove the purchase. Sales leaders only cared about how […]
Blog

How To Make Customer Service More Digital

Kate Leggett July 20, 2020
Phone experiences are increasingly becoming suboptimal as more and more customer service journeys begin before customers pick up the phone. This is because most companies deploy their communication channels in silos, which means that: (1) Agents have no knowledge of the customer’s prior digital interactions and (2) they cannot easily understand a customer’s prior actions […]
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