Why customer relationship management matters

The only source of competitive advantage is the one that can survive technology-fuelled disruption — an obsession with understanding, connecting with, serving, and delighting customers.

But as organisations strive to succeed in the age of the customer, business and IT professionals responsible for customer-facing processes still struggle with how to define CRM strategies, re-engineer customer-facing business processes, acquire and deploy the appropriate supporting technologies, and lead and sustain the necessary organisational changes.

Technology is radically changing your customers and your business. So how do you cope with digital disruption? The CRM playbook is a practical guide that focuses our research and recommendations to help you: discover opportunities; plan for success; take action; and optimise your customer relationships. Read the CRM executive overview and companion reports to take advantage of research, methodologies, and tools to guide you through these critical phases:

The CRM playbook is a living document, so be sure to check in regularly, as we will update these core reports with new data and examples. Beneath these core reports, expect a wealth of “toolkit” research, such as Forrester CRM Waves™ and CRM TechRadars™, as well as Excel-based models, PowerPoint templates, and checklists.

Posted by William Band

Enhanced by Zemanta