Customer Intelligence Professionals Hold The Keys To Customer Management Success

William Band [Posted by William Band]

Hello, my name is Bill Band and I am Principal Analyst here at Forrester serving Business Process & Applications Professionals. The focus of my research is on the underlying technologies that support customer-facing business processes (a.k.a. "CRM"). To make the savvy investment decisions, customer intelligence professionals, need to know which solutions have the strongest track record for delivering results. I just surveyed 286 companies to understand which customer management processes and supporting technologies are most critical to success.

Here’s a sneak peek of my findings:

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Which Customer Managment Technologies Deliver The Most Value?

William Band By William Band

To make the savvy investment decisions, BP&A professionals need to know which CRM applications have the strongest track record for delivering results. I just surveyed 286 companies to understand their opinion of 19 categories solutions that comprise the Extended CRM Application Ecosystem.

Here’s a sneak peek of my findings:

  • Sales, order management, and service are the keys to your revenue engine. The business and IT executives that we surveyed feel that “core” business processes like selling, order taking, and customer service are the most critical to their success. For, example over half report that order management, customer service & support, and contract center infrastructure applications are critical solutions. Forty-eight percent say that salesforce automation is a critical app, and 42% say this is the case for eCommerce solutions.
  • Customer data management and intelligence are keystones for success. The Holy Grail for CRM professionals has long been to achieve a “360-degree” view of customers. Consequently, 44% of the companies I surveyed report that customer business intelligence and customer data management are critical solutions for their businesses.

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