customer relationship management (CRM)
Discover how to optimize customer relationship management (CRM) programs, from software selection to CSM training.
Discover how Forrester supports B2B marketing, B2C marketing, and customer experience leaders.
Insights
Podcast
Perplexity’s Strategy, B2B Influencers, Salesforce Buys Informatica
If there’s one constant in business today, it’s change. New partnerships, new strategies, and new risks are popping up in all areas. In this episode, we look at three major changes taking place in the B2C, B2B, and enterprise application spaces and tap our analysts for their guidance on how to manage these changes.
Blog
Salesforce Accelerates Its Path To Agentic AI
Acquiring Informatica fuels Salesforce’s hard pivot to reinvent itself as an AI-first company and away from its CRM roots. Learn more about the impact of this acquisition on both companies and their customers in this post.
Blog
Coinbase Flips The Coin On Would-Be Extortionists
In a recent example of why managing insider risk is critical, cryptocurrency exchange Coinbase announced that it was the target of an extortion scheme enabled by insiders. Learn more about the incident and how to protect against it in this blog.
Blog
Maximizing Financial Services CRM Value: Strategic Alignment And AI Adoption
A modern CRM is core to connecting organizational silos to drive customer and business value. Today, CRMs are integrating AI and adding intelligent agents to boost productivity and deliver personalized customer experiences at scale. This makes modern CRM an indispensable tool for financial services firms aiming to enhance customer experience, streamline operations, and drive growth. […]
Blog
The End Of Sales Force Automation As A Tech Category
Sales force automation (SFA) has outgrown its original tech category, becoming increasingly ambiguous as it evolves into more of an umbrella term for an ever-widening array of sales tech. As a result, Forrester will no longer be evaluating SFA as a category. Find out more and learn why sales tech buyers need to decouple their CRM and sales tech investment decisions.
Blog
From First Touch To Automated Engagement: The Evolving Front Office
The Forrester Wave™: Customer Relationship Management Software, Q1 2025, our latest evaluation of CRM providers, shows a market on the cusp of change.
Blog
A Market On The Cusp Of Change — Decoding The Forrester Wave™: Customer Relationship Management Software, Q1 2025
Each vendor in the CRM wave offers unique capabilities. Some vendors are better positioned to incorporate AI that will transform this market. Find out more in this preview of our latest wave.
Blog
AI Catapults The CRM Market To A Moment of Reckoning
CRM software has become overengineered, and complexity is killing its value, but AI has the potential to simplify CRM.
Blog
ServiceNow And Salesforce Cross Battle Lines In An Escalating CRM War
Customer relationship management (CRM) systems initially focused on supporting core front-office functions such as sales and marketing, but the value proposition of CRM has significantly expanded through strategic tech convergence, driving substantial revenue growth for vendors.
Blog
Ask, Don’t Interrogate: Best Practices For Collecting Zero-Party Data
As more privacy regulations and consumer tools emerge, the challenge for brands is how to ask consumers for data in a way that is user-friendly and encourages them to share their information. Get an example on how to collect zero-party data in this preview of a new report.
Blog
Modernize Marketing With CRM Marketing Services
From marketing service provider to CRM marketing services ... what’s in a name? An evolution and some confusion.
Blog
The Customer Service Tech Landscape: What It Means For You
To succeed, customer service organizations must curate a set of technologies that underpin their operations. To discover the most important ones, we surveyed technology decision-makers, suppliers, and other subject matter experts for their opinions about which ones really mattered.
Blog
Capitalize On A CRM Strategy That Leverages Top Emerging Technologies
Close to 70% of organizations plan to increase their CRM investments over the next year. Learn more about the the impact emerging technologies are having on CRM performance and adoption across three benefit horizons.
Blog
The Four Agreements That Enterprise Business Applications Must Adopt
Enterprise business applications run all phases of a company’s operations such as sales, customer service, accounting, finance, human resources, inventory, and manufacturing. They streamline and coordinate work across the enterprise, supporting corporate goals of revenue, profitability, and cost optimization. As a result, the market for these applications continues to aggressively grow. Today’s business applications are […]
Blog
Top CRM Trends To Follow As The Fall Conference Season Heats Up
Learn five of the biggest trends in CRM to be watching before you head off to the big CRM conferences this fall.
Blog
Salesforce Makes Moves Into The Back Office With A Strategic Workday Partnership
Salesforce and Workday announced a strategic partnership to blend customer, financial, and employee data in a shared data foundation that negates the need to duplicate data or build custom integration. The result? Optimized employee and customer experiences that up-level business outcomes for joint Salesforce-Workday customers. The strategic objective? Salesforce extends its power into back-office workflows […]
Blog
Frenemies Forever — The Tension Between CRM And CCaaS Vendors
The two technologies are increasingly encroaching on each other’s spaces. It's up to the brands that deploy these solutions to decide what functionality to take from which vendor — which is not a simple task.
Blog
Knowing When To Migrate To An Industry CRM
Industry CRMs are highly verticalized solutions. Despite their value, companies are slow to adopt them. Learn why you should consider them.
Blog
AI Will Transform Customer Service Interactions As A Collaborative Partner
Enterprise customer service solutions support customers over a breadth of channels and manage inquiries to SLAs. Embedded AI will make agents more productive and effective.
Blog
The Forrester Wave™: Customer Service Solutions, Q1 2024 — Key Learnings
Great customer service sets companies apart, and you leave money on the table if you don’t meet your customers’ expectations of engagement. Business and IT leaders understand the economics of great customer service, and Forrester data shows that over 70% of enterprises invest in modern solutions. They enable organizations to serve and retain customers and […]
More posts