Best Practice Report

The Right CRM Metrics For Your Organization

October 1st, 2007
William Band
With contributors:
Sharyn Leaver , Mary Ann Rogan


Forrester interviewed 58 executives about their best practices for getting more value from customer relationship management (CRM). They told us that it is critical to set clear CRM objectives and establish the right metrics before making a technology purchase. How? By following a four-step approach to establish the correct measures for your organization: 1) define and quantify business goals; 2) formulate CRM strategies and tactics; 3) establish appropriate CRM measures; 4) link CRM goals, strategies, and metrics. Firms also need to adopt CRM metrics best practices, including establishing metrics early in the CRM deployment initiative, measuring what is important to customers, and using metrics to guide employees.

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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.