Best Practice Report

Transform Customer Processes And Systems To Improve Experiences

Executive Overview: The CRM Playbook

February 22nd, 2021
With contributors:
Daniel Hong , Hailey Colin , Madison Bakalar

Summary

The age of the customer means that a focus on the customer now matters more than any other strategic imperative. Forrester's CRM playbook outlines four steps that application development and delivery (AD&D) professionals should follow to transform customer-facing business processes to deliver differentiated customer experiences: 1) discover the value of CRM; 2) plan the right strategy; 3) act to execute the strategy with precision; and 4) optimize your results. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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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.