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The CRM Playbook For 2017

Transform Customer Processes And Systems To Improve Experiences

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...

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  • For Customer Insights Professionals

    Report

    Report Q&A: Six Questions To Ask Before Diving Into Text Analytics

    Make The Most Of Your Textual Customer Data
    January 12, 2017 | Boris Evelson, Elizabeth Cullen

    Customer understanding is incomplete unless customer insights (CI) professionals can harness all types of customer data — structured and unstructured. While CI pros are comfortable with structured...

  • For Enterprise Architecture Professionals

    Report

    Report Personalized, Fast Data Delivers Business Outcomes Your CEO Cares About

    Vision: The Data Management Playbook
    December 21, 2016 | Michele Goetz

    As investment in data and analytics has risen, satisfaction in analytic capabilities has decreased and dissatisfaction has increased. The crux of the situation is that data management can't start...

  • For Application Development & Delivery Professionals

    Report

    Report Assess Customer Service Capabilities To Pinpoint Opportunities For Better Service

    Assessment: The Contact Centers For Customer Service Playbook
    December 13, 2016 | Ian Jacobs, Kate Leggett

    Social, mobile, and increasingly demanding consumers challenge organizations to reshape their service approach in the age of the customer. As an application development and delivery (AD&D)...

  • For Security & Risk Professionals

    Report

    Report Build A Privacy Organization For Consumer Data Management

    Organization: The Data Security And Privacy Playbook
    November 7, 2016 | Heidi Shey, Enza Iannopollo

    How companies handle and protect consumer data privacy is much more than a compliance issue. Privacy is a competitive differentiator, and firms that fail to have a cohesive privacy strategy and...

  • For Customer Insights Professionals

    Report

    Report CI Services Users Need More

    Complacency Holds CI Services Providers And Their Clients Back
    October 12, 2016 | Shar VanBoskirk

    Businesses need help to shift from being data-rich to insights-driven. To make this shift, customer insights (CI) professionals must evaluate how well their vendor partners are meeting their needs....

  • For Customer Insights Professionals

    Report

    Report It's Time To Raise The Bar With Analytics

    Assessment: The Customer Analytics Playbook
    October 7, 2016 | Brandon Purcell

    Customer analytics powers customer-obsession by helping insights-driven businesses understand their customers and drive growth. While advanced statistical techniques form the backbone of customer...

  • For Application Development & Delivery Professionals

    Report

    Report TechRadar™: Digital Experience Platform Technologies, Q3 2016

    Landscape: The Digital Experience Delivery Playbook
    September 13, 2016 | Mark Grannan

    Organizations face an expanding ecosystem of technology supporting digital customer experiences, but they're falling behind on using the technology to provide great experiences. Application...

  • For Security & Risk Professionals

    Report

    Report Protect Your Intellectual Property And Customer Data From Theft And Abuse

    Executive Overview: The Data Security And Privacy Playbook
    June 22, 2016 | Stephanie Balaouras, John Kindervag

    Data is the lifeblood of today's digital businesses, but sophisticated cybercriminals have given rise to a complex market for data security and privacy. Forrester's data security and privacy...

  • For Application Development & Delivery Professionals

    Report

    Report Vendor Landscape: Digital Experience Platforms

    Three Classes Of Vendors Tackle The Multichannel Experience Mandate

    Application development and delivery (AD&D) professionals need an array of software to create and manage the digital experience (DX). They must evaluate, implement, integrate, and build front-end...

  • For B2C Marketing Professionals

    Report

    Report Maximize Walled Gardens Without Sacrificing Customer Intelligence

    Marketers Negotiate The Tradeoff Between Data Accuracy And Ownership In Their Bid To Achieve Customer Centricity
    April 27, 2016 | Samantha Merlivat

    A lot of ink has been spilled over the ascendance of media walled gardens in 2015. Their proposition is compelling: using deterministic customer identifications, companies like Google and Facebook...

  • For CIO Professionals

    Report

    Report Turn Data Monotony Into Data Mastery: Cultivate An Insights-Driven Culture

    A RoleView Report Using Forrester's Technographics® 360 Methodology

    Employees worldwide constantly engage with data, and they perceive it to be central to their daily work. Their companies urgently execute on data-driven strategies in a race for better and faster...

  • For Enterprise Architecture Professionals

    Report

    Report A Technology Guide To Turn Data Into Customer-Obsessed Action

    Leverage Forrester's Data, Analytics, And Insight-To-Action Technology Research To Become Customer-Obsessed
    March 17, 2016 | Brian Hopkins

    All the market noise about data and analytics misses an important idea — your business cares about changing outcomes, and data and analytics are simply a means to that end. But knowing what type of...

  • For CIO Professionals

    Report

    Report 2016 Technology Imperatives For US Healthcare Providers

    The Age Of The Customer Upends The US Healthcare Tech Agenda
    March 15, 2016 | Kate McCarthy

    Industries ranging from retail and financial services to airlines and consumer products firms have embraced the age of the customer and pivoted their technology agendas accordingly. This shift has...

  • For Customer Insights Professionals

    Report

    Report Make Privacy A Competitive Differentiator

    Executive Overview: The Customer Trust And Privacy Playbook
    January 25, 2016 | Fatemeh Khatibloo

    Consumers are increasingly aware of the value of their personal data. As a result, companies can no longer afford to dismiss customer concerns about the use of that data. In fact, Forrester...

  • For Enterprise Architecture Professionals

    Report

    Report Brief: Adaptive Intelligence Powers The Data Economy In China

    Embrace Real-Time Multidirectional Data Sharing To Deliver Customer Obsession
    January 11, 2016 | Charlie Dai

    Companies used to leverage their internal data assets for the sole purpose of understanding their customers, partners, and market landscape. But in the age of the customer, they must take a more...

  • For Application Development & Delivery Professionals

    Report

    Report Assess CRM Capabilities To Pinpoint Opportunities

    Assessment: The CRM Playbook
    January 6, 2016 | Kate Leggett

    This report helps application development and delivery (AD&D) executives who are looking to implement customer relationship management (CRM) strategies and solutions. The effects of social...

  • For Security & Risk Professionals

    Report

    Report Lessons Learned From The World's Biggest Customer Data Breaches And Privacy Incidents, 2015

    December 2, 2015 | Stephanie Balaouras, Heidi Shey

    Breaking news of a massive customer breach dominates headlines for days. However, months and even years later, affected customers still struggle with the aftermath and firms are still absorbing the...

  • For CIO Professionals

    Report

    Report Brief: CIOs Must Overcome Five Barriers To Digital Business Mastery

    December 1, 2015 | Nigel Fenwick

    Transforming toward digital mastery is a challenge, and many companies face additional barriers resulting from their past successes and failures. These organizational dysfunctions get in the way of...

  • For Security & Risk Professionals

    Report

    Report The Cybercriminal's Prize: Your Customer Data And Intellectual Property

    September 2, 2015 | Heidi Shey

    Protecting customer data such as credit card information, log-in credentials, and other personally identifiable information (PII) is one of the top priorities for both security and risk (S&R)...

  • For Security & Risk Professionals

    Report

    Report Market Overview: Customer Data Breach Notification And Response Services

    Customer-Facing Communication And Outreach Will Set The Tone For Breach Recovery And Response
    August 5, 2015 | Heidi Shey

    You can't stop every cyberattack, and accidental data loss happens. Customer-facing communication following a breach is a critical component of incident response and the first step in reassuring...

  • For CIO Professionals

    Report

    Report Digital Insights Are The New Currency Of Business

    Build Systems Of Insight To Consistently Turn Big Data Into Business Action
    April 27, 2015 | Brian Hopkins, Ted Schadler

    Businesses are drowning in data but starving for insights. Worse, they have no systematic way to consistently turn data into action. This can't continue. Demanding customers and competitive...

  • For Customer Experience Professionals

    Report

    Report Brief: How Customer Data Elevates Experiences

    March 30, 2015 | Tony Costa, Corey Stearns

    Companies now have access to an abundance of customer data. At the same time, customer attitudes regarding the use of customer data are shifting. Today's customers expect companies to make use of...

  • For Application Development & Delivery Professionals

    Report

    Report You Can't Personalize Digital Experiences Without Predictive

    Predictive Analytics Solutions Are The Personalization Engine That Digital Experience Platforms Lack
    March 10, 2015 | Anjali Yakkundi, Rowan Curran

    Digital experience delivery vendors have generally fallen short in their use of predictive analytics to contextualize digital customer experiences. Many of these vendors offer simple, rules-based...

  • For Enterprise Architecture Professionals

    Report

    Report Are You Using Data To Win? Discover Your Data Management Maturity

    February 26, 2015 | Nasry Angel

    Enterprise architects need to marshal resources to meet the business requirement for fast, accurate data delivery and, at the same time, modernize the platform from the outside in. Forrester...

  • For Enterprise Architecture Professionals

    Report

    Report Fix The Data Problems That Destroy Your Customer Effectiveness

    February 18, 2015 | Michele Goetz, Kate Leggett

    Marketing, sales, and customer service professionals consider customer relationship management (CRM) applications the single source of truth about a customer. However, poor quality customer...

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