Forrester Research: Best Practices For CRM Deployment

Forrester talked with 22 large organizations in North America, Europe, and Asia to understand their methods for achieving business performance improvement through investment in CRM initiatives. Organizations spend heavily to improve customer-facing processes, but they still struggle to achieve satisfactory returns on their effort. Despite these challenges, CRM leaders are learning what it takes to succeed. They use 10 best practices to address five critical issues: governance, process management, data management, user adoption, and technology. As a result, these businesses have captured four types of benefits: increased revenues, lower costs, higher return on investment, and improved competitive strength. Enterprises should compare their approaches with best practices to uncover weak points in need of remediation and thereby improve the odds of CRM success.