Trends Report

Modernize Your CRM In Six Steps

June 8th, 2015
With contributors:
Stephen Powers , Arelai Ephraim


The business benefit of CRM solutions, firmly centered on improved operational efficiencies, is easy to quantify and has helped CRM become widely deployed. Yet, successful CRM is not only about features and functions or internal efficiencies. It's about better serving and supporting customers during their engagement journey. This report highlights modern CRM success stories that connect customers, companies, and devices, all which embody six overarching themes centered on customer obsession. It is an update of the same report published in July 2014.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.