Save or Share this Report

For Application Development & Delivery Professionals

The CRM 2.0 Imperative

Look To New Solutions To Keep Pace With The Emerging Social Customer

March 10, 2008

Primary author headshot


Why Read This Report

Customer relationship management (CRM) is evolving from its traditional focus on optimizing customer-facing transactional processes to include the strategies and technologies to develop collaborative connections with customers, suppliers, and even competitors. In this new world, traditional CRM solutions will continue to aggregate customer data, analyze that data, and automate workflows to optimize business processes. But CRM professionals must find innovative ways to engage with emerging "social consumers" enrich the customer experience through community-based interactions, and architect solutions that are flexible and foster strong intra-organization and customer collaboration. How? First, you must define who you're trying to reach, what you're trying to accomplish, and how you plan to strengthen your relationships with the new social customer. Then you can expand your thinking beyond traditional CRM solutions and consider new ones based on social Web principles.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • The Social Web Upends Traditional Thinking About CRM
  • Your Organization Needs Three New Capabilities
  • Look To New Solutions To Keep Pace With The New Social Customer

  • Follow The POST Method To Define Your CRM 2.0 Strategy
  • Supplemental Material
  • Related Research Documents