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  • Customer Relationship Management (CRM)

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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 Experience Professionals

    Report

    Report Humanize Your Conversational Bot

    Use Bot Personality And Engage Better To Connect With Humans
    October 19, 2017 | Amit Bhatia

    While conversational bots are multiplying and organizations of all sizes are jumping on the chatbot bandwagon, tech-obsessed firms are missing a key piece of the puzzle. The success of conversation...

  • For Application Development & Delivery Professionals

    Report

    Report Vendor Landscape: Digital Experience Portals

    Ding-Dong! The Salesman's Dead — Long Live Self-Service
    October 13, 2017 | Mark Grannan

    Portal scenarios are critical to delivering secure web and mobile experiences on top of back-end and transaction systems of record. They must be part of your modern digital experience (DX) platform...

  • 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 Application Development & Delivery Professionals

    Report

    Report Vendors Battle For The Heart Of The Contact Center

    Landscape: The Contact Centers For Customer Service Playbook
    September 29, 2017 | Kate Leggett, Art Schoeller, Ian Jacobs

    The heart of the contact center comprises a set of complex, unintegrated technologies, which firms must leverage to deliver quality service. But application development and delivery (AD&D) pros...

  • 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 Voice Search Will Change Customer Discovery Forever

    How To Prepare For The Coming Search Revolution
    September 27, 2017 | Collin Colburn

    The rise of Alexa, Cortana, Google Assistant, and Siri has formed ominous clouds darkening the future of search marketing. But the good news is, B2C marketers have some time to prepare for voice...

  • For Application Development & Delivery Professionals

    Report

    Report Define The Right Metrics For Tracking CRM Success

    Performance Management: The CRM Playbook
    September 21, 2017 | John Bruno, Kate Leggett

    Defining the right metrics to track success and prompt corrective action is a critical best practice for getting more value out of customer relationship management (CRM) initiatives. This report...

  • For Application Development & Delivery Professionals

    Report

    Report Choose The Right Customer Service Solution For Your Business

    Tools And Technology: The Contact Centers For Customer Service Playbook
    September 19, 2017 | Ian Jacobs, Kate Leggett

    Delivering a differentiated customer experience (CX) requires the right technologies, processes, and organizational structures. Therefore, application development and delivery (AD&D) professionals...

  • For Application Development & Delivery Professionals

    Report

    Report Artificial Intelligence Supercharges Speech Analytics

    Drive Marketing, Sales, And Service Improvements With Deeper Insights
    September 18, 2017 | Kjell Carlsson

    Enterprises can extract an unprecedented level of business insight from customer conversations thanks to new advancements in artificial intelligence (AI). A new generation of AI-enhanced speech...

  • For Application Development & Delivery Professionals

    Report

    Report Choose The Right CRM Solutions For Your Organization

    Tools And Technology: The CRM Playbook
    September 15, 2017 | John Bruno, Kate Leggett

    The CRM technology landscape is changing with the commoditization of core features, the rise of point solutions, the shift to software-as-a-service (SaaS) solutions, and the need to provide...

  • For Security & Risk Professionals

    Report

    Report Secure The Rise Of Intelligent Agents

    Securing Intelligent Agents Will Stress Application Security Basics
    September 14, 2017 | Amy DeMartine, Jennifer Wise

    Early-stage intelligent agents (IAs) have arrived and are gaining traction among consumers. Leaving behind the direct, detailed commands of their virtual assistant predecessors, IAs will soon see...

  • 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 eBusiness & Channel Strategy Professionals

    Report

    Report AI Will Revolutionize Digital Experiences

    AI Will Help Brands Win, Serve, And Retain Customers Across A Connected Experience Ecosystem
    September 11, 2017 | Julie A. Ask

    A host of technologies that broadly fall under the umbrella of artificial intelligence (AI) are revolutionizing how digital business professionals can design and deliver digital experiences. As AI...

  • For Application Development & Delivery Professionals

    Report

    Report Engagement Costs Continue To Rise Even With Digital: Here's How To Fight It

    Five Steps To Reinvent Customer Service In A Post-Digital World
    September 7, 2017 | Kate Leggett

    Customers use a broad spectrum of channels to interact with a company. Often, they shift from one channel to another — or even use more than one simultaneously. As more channels and touchpoints...

  • For B2C Marketing Professionals

    Report

    Report Q&A: Four Best Practices For Social Marketing Success

    Learn From The Hospitality Industry To Deliver Social Media Wins
    September 5, 2017 | Erna Alfred Liousas

    Each update to social media forces marketers to question priorities as they struggle with the conundrum "To adopt or not to adopt?" This report combines marketers' top social marketing questions...

  • For Application Development & Delivery Professionals

    Report

    Report Design Your Contact Center To Be Customer-Centric

    Strategic Plan: The Contact Centers For Customer Service Playbook
    August 31, 2017 | Art Schoeller, Randy Heffner

    As enterprises strive to offer better customer experiences, they must incorporate organizational and operational change into contact center architectural design. Companies must establish customer...

  • For Application Development & Delivery Professionals

    Report

    Report Quantify The Business Value Of CRM

    Business Case: The CRM Playbook
    August 30, 2017 | John Bruno, Kate Leggett

    CRM initiatives must not only be technically sound but must also answer the question "What will we get for our money?" This report describes how application development and delivery (AD&D)...

  • 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 Application Development & Delivery Professionals

    Report

    Report Build An Outside-In Contact Center Road Map

    Road Map: The Contact Centers For Customer Service Playbook
    August 24, 2017 | Art Schoeller

    In most industries, a large percentage of customer contacts need support from contact center agents. Developing a solid contact center road map in the context of a broader customer experience (CX)...

  • For Application Development & Delivery Professionals

    Report

    Report Implement Effective Customer Service Metrics

    Benchmarks: The Contact Centers For Customer Service Playbook
    August 23, 2017 | Ian Jacobs, Kate Leggett

    Customer service managers can easily become distracted by the sheer volume of metrics available for tracking operational activities and fail to deliver on key business goals. To keep customer...

  • For Application Development & Delivery Professionals

    Report

    Report Vendor Landscape: Services Providers For US Government Salesforce Integration

    More US Government Clients Are Signing With Salesforce As A Path To Modernization, But Selecting The Right Services Partner Is Key
    August 21, 2017 | Liz Herbert, Rick Parrish

    The US government has received a clear message: Modernize now. Government agencies have allocated new funds for major technology refreshes, and Salesforce is garnering significant interest. But...

  • 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 Infrastructure & Operations Professionals

    Report

    Report Atlassian Innovates Crisis Response With ChatOps

    An Automation And Human Collaboration Success Story
    August 8, 2017 | Dave Bartoletti, Elinor Klavens

    Technology outages are a fact of life, and no company can prevent them completely. Although most companies plan for failure, they typically focus on fast technology recovery only. Customer-obsessed...

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