Trends Report

Trends 2009: Customer Relationship Management

Strategy And Business Value Are The Watchwords For The Next 12 Months

December 11th, 2008
William Band, null
William Band
With contributor:
Sharyn Leaver

Summary

In light of the sudden and dramatic economic downturn, what are the key trends that will drive customer relationship management (CRM) strategies and technology adoption in 2009? Our recent surveys and interviews with customer-oriented business and IT executives suggest that the business needs driving sustained investment in CRM in the recent past will be even more compelling. Locking in customer loyalty through deeper engagement and differentiated experiences will continue as critical priorities, but navigating the complex CRM solution vendor landscape will be challenging. Six trends dominate the agenda of CRM professionals: 1) the necessity to adapt to the rapidly changing "social" consumer; 2) the need for more robust CRM strategies; 3) the requirement to build bulletproof cases to gain project funding; 4) the need to reduce CRM project risks; 5) the imperative to unlock the value of customer data; and 6) the battle to redress vendor pricing and licensing arrangements. Use Forrester CRM data and tool kits to successfully plot a course through the turmoil ahead.

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