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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 B2C Marketing Professionals

    Report

    Report Predictions 2018: Data Drives Media Disruption

    Who Has Data, And How The Way They Use It Will Determine Success

    The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C...

  • For Customer Insights Professionals

    Report

    Report Vendor Landscape: The Consumer Data Ecosystem's Service Providers

    Partners To Leverage For First-, Second-, Third-, And Zero-Party Data Optimization
    October 10, 2017 | Fatemeh Khatibloo

    The consumer insights (CI) ecosystem used to be simple — comprised mostly of agencies, data brokers, and database providers. But today's marketer relies on a multitude of data providers, partners,...

  • For B2C Marketing Professionals

    Report

    Report Make Privacy A Competitive Differentiator

    Executive Overview: The Customer Trust And Privacy Playbook
    September 28, 2017 | 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. Forrester believes that...

  • For B2C Marketing Professionals

    Report

    Report Harness Loyalty Insights To Build Business Advantage

    Processes: The Customer Loyalty Playbook
    September 13, 2017 | Emily Collins

    Many companies that invest in customer loyalty deploy loyalty programs that both incentivize behavior and collect valuable data from engaged and loyal customers. It's easy to treat loyalty as a...

  • For Application Development & Delivery Professionals

    Report

    Report Assess CRM Capabilities To Pinpoint Opportunities

    Assessment: The CRM Playbook
    September 12, 2017 | Kate Leggett

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

  • 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
    August 28, 2017 | Kate Leggett, Ian Jacobs

    An explosion of channels, new technologies like artificial intelligence, and increasingly demanding consumers challenge organizations to reshape their service approach in the age of the customer....

  • For Customer Insights Professionals

    Report

    Report Turn Data Into Insights With Customer Analytics

    Executive Overview: The Customer Analytics Playbook
    August 15, 2017 | Brandon Purcell

    The scale and diversity of customer data provide rich new sources of insight, letting firms engage with customers in new ways and enable the digital disruption of entire industries. Today's...

  • For CIO Professionals

    Report

    Report Four Technology Priorities For US Healthcare Providers

    Providers Must Close Gaps In Customer Insight And Engagement
    August 14, 2017 | Kate McCarthy

    Regulatory upheaval is ongoing, but it does not change the imperative for providers to deliver on their promise to improve the cost/quality paradigm as they shift to value-based care. As business...

  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: B2B Marketing Data Providers, Q3 2017

    Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer...

  • 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
    July 12, 2017 | Stephanie Balaouras

    Data is the lifeblood of today's digital businesses, and sophisticated cybercriminals are determined to steal it. Forrester's data security and privacy playbook shows S&R pros how to navigate the...

  • For B2C Marketing Professionals

    Report

    Report Making The Most Of Customer Data Onboarding

    If You Only Use Onboarding For Ad Targeting, You're Doing It Wrong
    July 12, 2017 | Joe Stanhope

    Customer data onboarding is a well-accepted marketing practice, and commercially available onboarding solutions have been available for several years. But as digital marketing becomes more complex,...

  • For B2C Marketing Professionals

    Report

    Report Consumer Data: Beyond First And Third Party

    Decoding The Value Of Four Consumer Data Types
    July 3, 2017 | Fatemeh Khatibloo

    Consumer data used to be pretty simple. There was first-party data you collected in the course of doing business, and there was third-party data from brokers and aggregators. But that was before...

  • For CIO Professionals

    Report

    Report Data Commercialization: A CIO's Guide To Taking Data To Market

    The Data Economy Will Transform The CIO Role
    June 7, 2017 | Jennifer Belissent, Ph.D.

    Digital transformation fuels a thriving data economy. As companies have embraced all things digital, many have put their data to work internally to improve operational efficiency, service delivery,...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Data Management Platforms, Q2 2017

    Marketers Have A Choice: Stay Tactical Or Think Long Term
    June 1, 2017 | Susan Bidel, Samantha Merlivat

    In our 35-criteria evaluation of data management platforms (DMPs), we identified the 11 most significant ones — The ADEX, Adform, Adobe, KBM Group, Lotame, MediaMath, Neustar, Nielsen, Oracle,...

  • For Application Development & Delivery Professionals

    Report

    Report Four Trends Are Shaping CRM Adoption In Indian Financial Services

    Prioritize Customer Experience When Selecting A CRM Solution
    May 23, 2017 | Somak Roy

    Indian financial services firms are overhauling their existing CRM systems, which were typically built for an earlier era. In the age of the customer, banks and insurance firms need a CRM portfolio...

  • For Customer Insights Professionals

    Report

    Report Mobile World Congress Misses An Opportunity To Promote The Data Economy

    But Smart Cities Award Winners Show What's Possible
    April 11, 2017 | Jennifer Belissent, Ph.D.

    This year's Mobile World Congress (MWC) once again broke attendance records — expanding well beyond its telecom origins and evolving into a consumer- and business-oriented digital transformation...

  • For Enterprise Architecture Professionals

    Report

    Report Enhance Your Data Governance To Meet New Privacy Mandates

    The EU's GDPR Will Require Firms To Be More Transparent With Their Customers' Data
    March 28, 2017 | Henry Peyret

    Data governance traditionally addresses privacy simply by classifying data for masking or anonymization. But the EU's General Data Protection Regulation (GDPR) will change that. It introduces new...

  • 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 Security & Risk Professionals

    Report

    Report Build A Privacy Organization For Consumer Data Management

    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

    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 Application Development & Delivery Professionals

    Report

    Report Vendor Landscape: Digital Experience Platforms

    Three Classes Of Vendors Tackle The Multichannel Experience Mandate
    May 16, 2016 | Mark Grannan, Danielle Jessee

    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...

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