The Changing Face Of CRM In Asia Pacific

As organizations evolve from transactional customer interaction methods to customer engagement, they struggle to support and enhance the customer experience across rapidly evolving channels like mobile devices using traditional CRM systems. Forrester believes that organizations in Asia Pacific are encountering a sweeping shift in how consumers interact with them using these new touchpoints. Successful CIOs and other IT decision-makers will increasingly provide access to CRM capabilities to all teams that touch customer-facing processes and choose providers that allow multiple delivery options and tight integration with other enterprise applications and social tools. This report highlights the unique requirements organizations in Asia Pacific face to successfully support CRM and the steps vendor strategy professionals must take to meet these requirements.