customer relationship management (CRM)

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Forrester’s First CPQ Wave Addresses The Tech Needs Of The Empowered Buyer

John Bruno February 7, 2017

If you’re in a B2B environment, you’ve undoubtedly noticed the changing behaviors of your customers in recent years. As a result, technologies have shifted their focus to get closer to the customer and I'm not talking about just CRM or SFA. With a flurry of acquisitions and new entrants to the CPQ market popping up […]

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Top Trends For Customer Service In 2017: Operations Become Smarter And More Strategic

Kate Leggett January 31, 2017

In today’s world, customers decide how customer-centric a company is. Good customer service should capture the fundamentals of a great experience: ease, effectiveness, and emotion Looking ahead, Forrester sees 10 trends for 2017 that customer service professionals should take into account as they move the needle on the quality of service that they deliver: Here […]

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Findings From The Forrester CRM Wave For Midsize Organizations

Kate Leggett January 24, 2017

We included 11 vendors in the CRM Forrester Wave™ for midsize organizations. These 11 vendors reported a total of about 200,000 midsize customers. Compared to CRM vendors tackling the enterprise space, these vendors typically offer more streamlined – and sometimes simpler – capabilities. We saw some similar – and some strikingly different trends in this […]

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How self-service technology is changing the contact center job landscape

Ian Jacobs January 5, 2017

Over the holidays, I was a guest on the Modern Customer Podcast, a wonderful podcast hosted by Forbes’ blogger Blake Morgan. She describes the podcast as providing “surprising and counter-intuitive insights on customer experience, social customer service and content.” No pressure there, then. During our episode, Blake and I discussed the ways that increased usage […]

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Findings From The Forrester CRM Wave For Enterprise Organizations

Kate Leggett January 4, 2017

The CRM market serving the large enterprise is mature. The market has consolidated in the past five years. For example, Oracle has built its customer experience portfolio primarily by acquisition. SAP, like Oracle, aims to support end-to-end customer experiences and has made acquisitions — notably, Hybris in 2013 — to bolster its capabilities. Salesforce made […]

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Field Service: Increasingly Important For Differentiated Customer Service Experiences

Kate Leggett October 14, 2016

Field service technologies are more than two decades old. Companies have leveraged them to coordinate the flow of work orders that came in as service requests to the contact center. They were able to reap real ROI by using these technologies to schedule technicians, manage their routes and their flow of work.  Today, with the […]

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Can Salesforce Really Prescribe An End-to-End Sales Process?

John Bruno October 11, 2016

Last week, nearly 170,000 business and technology professionals descended onto San Francisco for Salesforce’s annual conference, Dreamforce. The event itself was ripe with discussions on social responsibility and charity, but most attendees, including myself, attended for other reasons. We wanted Salesforce to pull back the curtains on what it saw for the future of sales. […]

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Salesforce Closes their Marketing Cloud Gap with Krux

Susan Bidel October 4, 2016

Posted in collaboration with Richard Joyce and Joe Stanhope, with Melissa Parrish.   With 150,000 customers, Salesforce, one of the world’s largest providers of customer relationship management (CRM) technology, is a trusted steward of its clients’ first-party customer and sales data. In acquiring Krux, a data management platform that ranked as a Leader in Forrester’s […]

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The Demand For Industry-Specific CRM Explodes

Kate Leggett August 26, 2016

Horizontal CRM solutions — as mature as they are (and they have been around for 20+ years) — don't always do a good job at supporting industry-specific business processes. Consider these examples: CRM users in manufacturing need capabilities to track projects, schedules, time sheets, labor efficiencies, and equipment inventory in addition to core CRM attributes. […]

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The Democratization Of Customer Service Forces Vendor Consolidation

Kate Leggett July 10, 2016

Today, customers expect easy, effective customer service which build positive emotional connections.  And they expect this type of service from all companies that they do business with – companies that are both big and small.   Companies use complex software from different vendors to support customer service operations. They use: Queuing and routing technologies. They […]

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Microsoft’s Big Bang: Everything CRM and ERP On One Platform

John Bruno July 8, 2016

This week Microsoft announced a new offering (available in the Fall): Microsoft Dynamics 365. Sound familiar? It should. Office 365, Microsoft Dynamics CRM, and Microsoft Dynamics AX all come to mind, and this was not done by mistake. Microsoft is bringing together the capabilities from these products, their intelligence tools, and third party or internally-built […]

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Customer Experience Drives Revenue Growth, 2016

Harley Manning June 21, 2016

In 2015, we explored whether customer experience really matters to business success or whether CX is just the latest hype. Our conclusion: superior CX drives superior revenue growth in industries where customers are free to switch business and competitors deliver a differentiated customer experience. This year we repeated our study to see if the results […]

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It's About Time That Salesforce Fixed Its Gaping Commerce Hole

Kate Leggett June 2, 2016

Salesforce announced today their intent to acquire Demandware for $2.8 billion – its largest acquisition to date. This move adds commerce to its CRM portfolio. It's an acquisition long due, with the question of why it took Salesforce so long to fill their gaping hole in CRM functionality – commerce functionality that its formidable CRM […]

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Modern CRM Drives Engagement, Relationship And Revenue

Kate Leggett May 18, 2016

CRM technologies are more than two decades old. In the early days of CRM, companies leveraged these solutions to provide "inside-out" efficiencies –  operational efficiencies for sales, marketing, and customer service organizations. CRM aggregated customer data, analyzed that data, and automated workflows for front line personnel.  Companies could easily argue business benefits by measuring operational […]

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Facebook Messenger: The Future Of Customer Service?

Ian Jacobs May 11, 2016

This a guest post by Meredith Cain, a Research Associate on the Application Development & Delivery (AD&D) team. As Francis Bacon wrote in 1625, “If the mountain will not come to Muhammad, then Muhammad must go to the mountain.” Although he did not write this with Facebook Messenger or customer service in mind, the meaning still […]

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For Customer Service Solutions, Bigger Is Not Always Better

Kate Leggett May 5, 2016

Years ago, I worked at a large customer service vendor. Our CEO had tasked us to "eat our own dog food" – that is implement our own solutions for our customer service operations which comprised of 40 or so tier 1 and 2 customer service agents. With these marching orders, I put a group of […]

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What The World Can Learn From Japan's Exquisite Service Culture

Ryan Hart March 30, 2016

Those of you who have spent time in Japan might have noticed that interactions with service staff there play out in a carefully choreographed blend of ceremony and gratitude, regardless of whether you’re buying a coffee at the corner shop or a bag at a local boutique. The paradox is that this delightful customer experience […]

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Your Customers Don't Want To Call You For Support

Kate Leggett March 4, 2016

Your customers just want an accurate, relevant, and complete answer to their question upon first contact so they can get back to what they were doing before the issue arose. Our data backs this up: 53% of US online adults are likely to abandon their online purchase if they can’t find a quick answer to […]

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Announcing John Bruno: A Sales Pitch

John Bruno February 19, 2016

Welcome to my Forrester blog. My career has been a blend of business strategy and technology, whether it was preparing people and processes for new technology eras as a consultant or diving deep into the technology while working in business operations and application development for a CRM vendor. What may surprise many of you reading […]

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CRM Success Requires Focus On People, Not Only Technology

Kate Leggett February 18, 2016

There’s a very large graveyard of failed CRM projects. There’s more CRM initiatives that have spiraled out of control to become multimillion-dollar investments that negatively affected large numbers of customer-facing employees and didnt deliver any real results.  The cost of poor CRM adoption is twofold: underutilized investment and unmet business objectives. We recently ran a […]

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